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研究生:陳炳全
研究生(外文):Bing-Chuan Chen
論文名稱:台灣地區網路電視內容產業定價策略之研究:模糊理論的應用
論文名稱(外文):Applying Fuzzy Multi-Criteria Decision Method to the Pricing Strategy Selection for IPTV Program of Digital Content in Taiwan
指導教授:鄭自隆鄭自隆引用關係陳耀竹陳耀竹引用關係黃亭凱黃亭凱引用關係
指導教授(外文):Tzu-leong ChengYaw-Chu ChenTing-Kai Huang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所碩士班
學門:教育學門
學類:其他教育學類
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:112
中文關鍵詞:定價策略模糊多評準決策網路電視內容
外文關鍵詞:fuzzy multi-criteria decision- makingIPTV contentpricing strategy
相關次數:
  • 被引用被引用:2
  • 點閱點閱:215
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
本文旨在模糊環境中,為台灣網路電視內容產業建構一套評選最適定價策略的模式。本研究首先參考文獻,分別從經濟學、行銷學、作業研究與成本會計等觀點來探討定價之相關文獻,進而整理出評選定價策略之準則。本文依據行銷學的觀點,就行銷組合、需求、成本、競爭者、目標、社會福利與政府法令等七構面來歸納準則。再針對台灣地區的網路電視內容產業之實際參與決策或與其職務相關之主管人員及專業幕僚進行問卷訪查,經重要性分析後,建構出網路電視內容產業定價策略評估模式之層級結構。本研究再利用配對比較,與模糊多決策方法,發展出尋找最佳定價策略的演算法則。該演算法則是根據三角形模糊數與語言變數兩個主要的觀念,作為評估準則之「重要性」與方案滿足各準則之「滿意度」評估之用。藉由層級整合得出各方案之綜合評價,並利用修正之Chang & Chen模糊數排序法求出最適的定價策略。本研究以網路電視內容產業的個案公司為例,為所提出之定價決策模式進行實證應用,以供網路電視內容產業擬定定價策略參考之用。
The main purpose of this paper is to provide a pricing strategy evaluation method for the IPTV content industry under fuzzy environment. we review the pricing criteria from Economics, Marketing and Operations Research areas and then we find out important some criteria of pricing strategy. In this paper we establish the hierarchical structure of evaluating pricing strategy of IPTV in Taiwan through the literature review and the IPTV expert judgements. There are 7 aspects of criteria including marketing mixed, demand, cost, competitor, objective, welfare and government policy.
The fundamental concepts we have adopted include the analytic hierarchy process, fuzzy set theory and multi-criteria decision-making method. The concepts of triangular fuzzy number and linguistic variables are used to assess the preference ratings of linguistic variables, ‘importance’ and ‘appropriateness’. Through the hierarchy integration, we obtain the final scores of alternatives. Then we use a revised Chang and Chen’s ranking method to rank the final scores and rank the final scores for choosing the optimal alternative. This research takes Taiwan IPTV content industry as an example, to provide enterprise the best pricing method when they make decisions.
中文摘要························································································· i
英文摘要························································································· ii
謝誌································································································ iii
目次································································································ v
表目錄···························································································· vi
圖目錄···························································································· vii

第一章 緒論········································································ 1
第一節 研究背景與動機························································· 1
第二節 研究目的與研究對象···················································· 4
第三節 研究流程································································· 5
第二章 文獻探討·································································· 6
第一節 數位內容產業定義與現況··············································· 6
第二節 網路電視內容產業定價策略之評選準則································ 18
第三節 網路電視································································· 37
第三章 研究設計·································································· 47
第一節 觀念架構································································· 47
第二節 研究變數································································· 49
第三節 資料分析方法···························································· 52
第四節 抽樣設計································································· 59
第四章 實例分析·································································· 60
第一節 關鍵因子之重要性分析·················································· 60
第二節 評準則之重要性分析···················································· 62
第三節 決定網路電視內容產業定價策略之層級································ 70
第四節 模糊多評準決策法······················································· 71
第五章 結論········································································ 87
參考文獻············································································ 89
附錄一··············································································· 93
附錄二··············································································· 96
附錄三··············································································· 99
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