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研究生:陳鵬程
研究生(外文):chen,peng-cheng
論文名稱:推動第三代行動通訊服務相關因素之研究
論文名稱(外文):The study on determinants of launching -The third Generation Mobile services
指導教授:翁頌舜翁頌舜引用關係
指導教授(外文):weng,sung-shun
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:116
中文關鍵詞: 第三代行動通訊 策略地圖 階層分析法
外文關鍵詞:Third Generation Mobile ServicesStrategy MAPsAnalytic Hierarchy Process (AHP)
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隨著國內第三代行動電話(3G)服務陸續開始提供服務,行動電話系統業者可提供更高行動數據速率服務消費者,在提高行動數據速率之後,相關業者可提供行動多媒體服務(mobile multimedia service),使得行動上網(mobile internet)更為便利。
另一方面政府也規範行動電話業者必須提供號碼可攜服務:指用戶由原先電信事業轉換至經營同一業務之其他行動電信事業時,得保留其原使用電話號碼之服務,客戶轉移電信業者不必再受制於號碼。
本研究從3G相關之科技、服務、內容及行動裝置之相關演進及結合專家對實施號碼可攜服務的看法,探討行動電話業者推動3G服務及顧客關係管理(CRM)之策略。首先經由文獻探討了解電信服務所提供的產品和服務而產生的方式,經由產業資訊探討3G服務的情形並參考顧客關係管理之相關文獻,以期能得到策略要素。本研究參考Kaplan and Norton (2003)之‘策略地圖’所主張創造顧客價值基於內部流程之概念,將策略因素歸類於營運管理流程、顧客管理流程、行銷管理及3G創新等四個流程為本研究之架構。透過文獻探討之後,與專家討論建立層級結構訂定策略要素並設計問卷,再請求產、官、學專家填寫問卷,然後以分析階層程序(Analytical Hierarchy Process, AHP)找出優先策略要素。
在面對無線科技世代交替及政府法規減少用戶轉換成本衝擊下,透過產業專家之AHP 問卷調查分析結果及驗證業者實際採取之方法,定義出四個流程之決策要素。然後依策略地圖之作法擬訂推動服務計劃。
本研究的完成,除可明瞭國內通訊專家之3G 推行意見,其結果也可作為對行動通訊相關產業之策略研究參考,將有助於國內通訊服務產業之發展。
In 2005, Taiwan mobile telecommunication services industry is entering a new transition period. Because the market for mobile telecommunications is reaching maturity, the launching of the Third Generation (3G) services of both IMT2000 and WCDMA technologies. And government regulated introduction of mobile number portabilty. In response, the industry is shifting into new era. Acusition of new customers is no more as first priority, toward focusing on retaining existing customers through value of customers to promotion of customer’s loyalty. This thesis bases on Kaplan and Norton’s (2003) ‘Strategy MAPs’ as the frame work to increase customer value by interal process.
Because technological migration from 2G to 3G and regulatorty force reduce switching barriers of customers. The study has suveyed experts of government, industry and school to investigate the key factors of customer loyalty and how mobile operators satisfy customers and influence customer’s loyalty. The suvery method and analyzing process is based on analytic hierachy process (AHP).
The study bases on 4 major key managerial processes: operation, customer services, marketing management and inovation management. And moving forward 3G, the study referred to Strategy MAPs as the frame work to propse a 3G launching plan.
The completion of this study can provide a guide of implmenting new service plan for domestic enterprises while facing new mobile technology revolution. It can also be used as a basis for futher study about other management topics of mobile technologies.
表次 vii
圖次 viii
第 壹 章 緒論 1
第 一 節 研究背景 1
第 二 節 研究動機 2
第 三 節 研究目的及重要性 3
第 四 節 論文架構 5
第 五 節 研究流程 6
第 六 節 研究限制 7
第 貳 章 文獻探討 9
第 一 節 數位行動通訊之科技發展 9
第 二 節 2G 與 3G 應用服務 11
第 三 節 國內外2G/3G產業發展情形 16
第 四 節 行銷管理相關文獻探討 23
第 五 節 顧客關係管理探討 25
第 六 節 資訊科技於 CRM 之角色 31
第 七 節 從平衡績效到策略地圖 36
第 參 章 研究方法 39
第 一 節 研究架構說明 39
第 二 節 層級分析法之意義及程序 41
第 三 節 研究設計 48
第 四 節 問卷調查資料收集 59
第 肆 章 資料分析 61
第 一 節 問卷調查調查有效樣本結構與研究分析程序說明 61
第 二 節 第二層級 專家問卷調查分析說明 63
第 三 節 第三層級 專家問卷調查分析說明 70
第 四 節 綜合 第三層 之關鍵因素之排序說明 75
第 五 節 推動3G 服務策略 81
第 五 章 結論 83
第 一 節 研究結果發現說明 83
第 二 節 後續研究之建議 85
參考文獻 87
附錄一、問卷 91
附錄二、參考資料 105
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