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研究生:傅桂蘭
研究生(外文):Guey-Lan Fu
論文名稱:以多評準決策方法探討台灣開放行動通信虛擬(MVNO)業務之策略
論文名稱(外文):Multicriteria Analysis on the Strategies to Open Mobile Virtual Network Operators Services – A Case Study in Taiwan
指導教授:楊 千
指導教授(外文):Chyan Yang
學位類別:博士
校院名稱:國立交通大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:90
中文關鍵詞:行動通信虛擬網路經營者MVNO電信層級結構分析法AHP多評準決策分析方法MCDM行動網路業者MNO
外文關鍵詞:MVNOs (Mobile Virtual Network Operators)telecommunicationsAHP (Analytic Hierarchy Process)MNOs (Mobile Network Operators)MCDM (Multiple Criteria Decision Making)
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:2
摘 要
於全球電信自由化風潮驅動下,台灣電信主管部門當前採行的政策為:「加速高品質寬頻網路基礎建設」及「以服務為中心的競爭」。台灣電信主管部門除了於2002年2月公告五張3G執照的競標得主外,並業於2003年9月公告開放行動通信虛擬網路經營者(Mobile Virtual Network Operator; MVNO)。而在台灣的一些行銷通路商,計畫藉由MVNO在行動通信市場上分享一杯羹。
本研究報告乃依據近幾年來MVNO發展趨勢,分析探討台灣開放MVNO之策略分析,即就經濟面、社會面與消費者層面之三個層面探討,政府單位在開放MVNO業務時,以何種之開放類型搭配開放時程將對整體電信產業有助益,此外並探討有哪些關鍵因素,能促使台灣的行動通信虛擬網路經營者MVNO與行動網路業者MNO(Mobile Network Operator)兩者雙贏。
本研究運用多評準決策分析方法MCDM (Multiple Criteria Decision Making),並結合Fuzzy 模糊測度的概念,運用層級結構分析法AHP ( Analytic Hierarchy Process),將決策問題作一系統化評估,求出各層級準則權重,並將各個策略方案做一優劣排序 ,求出最適解決方案。
本研究將可對於台灣地區電信主管部門、電信業界、設備製造商等,提供非常具有價值的業務規劃參考。
Abstract
In response to the global trend towards telecommunications liberalization, Taiwan’s competent authority for telecommunications policies recently implemented “Speed up Hi-quality Broadband Network Infrastructure” and “Quality Service is the Core of Competition”. The island’s telecommunications authority not only announced the 5 bidding winners for 3G (Third Generation) licenses in February 2002, but also planned to open up the service to MVNOs (Mobile Virtual Network Operators) in December 2003. How the strategies to open the market to MVNOs have influenced telecommunications marketing is of great importance for practical applications and academic research. We assesses the key factors in leading to a win-win situation for both MVNOs and MNOs (Mobile Network Operators) in Taiwan by analyzing the latest trends in MVNOs’ development. This study investigates the trends followed by MVNOs in the last three years and analyzes the strategies that can contribute to the success of Taiwan’s telecommunications industry and marketing. We apply the method and concept of PATTERN (Planning Assistance Through Technical Evaluation of Relevance Number) to establish a relevant system for researching the key successful factors of the strategies in reaching a win-win situation both MVNOs and MNO in Taiwan. We also use the fuzzy MCDM (Multi-Criteria Decision Making) method for analyzing the different preferences of decision groups in the criteria weights and rank the alternatives in a fuzzy environment to provide a strategy scheme. These results can assist telecommunications operators, 3G license owners, potential MVNOs, and equipment manufacturers when working out business plans.
Table of Contents

Abstract i
Acknowledgement v
Table of Contents vi
List of Tables viii
List of Figures ix
Abbreviations and Glossaries x
Chapter 1 Introduction 1
1.1 Background of Research 1
1.2 Scope and Objectives 4
1.3 Research Framework and Methods 6
1.4 Organization of the Dissertation 7

Chapter 2 The Development of Telecom Market and MVNOs 9
2.1 A General Overview of the Telecom Liberalization 9
2.2 Mobile Phone Trend 11
2.3 Current Situation of Taiwan’s Mobile Phone Market 13
2.4 The development of MVNOs 15
2.4.1 Definitions and types of MVNOs 15
2.4.2 MVNOs’ service development 21
2.4.3 The emergence of MVNOs 22

Chapter 3 The Factors in the Success of MVNOs 25
3.1 Virtual operation and value chain 25
3.2 The Core Competence and Major Revenues of MVNOs 25
3.3 Virtual Virgin Mobile 26
3.4 Virgin Mobile’s marketing strategies 28
3.4.1 Products 28
3.4.2 Pricing 29
3.4.3 Sales channels 29
3.4.4 Product Packaging 30
3.5 Requirements for the success of MVNOs 30
3.5.1 The market size 30
3.5.2 Support of MNOs 31
3.5.3 The Power of Channels 31
3.5.4 Trademark Advantages 31

Chapter 4 Empirical Study: Evaluating the Strategies to Open MVNOs Services in Taiwan 33
4.1 Description of Problem - MVNOs in Taiwan 33
4.1.1 The Telecommunications Act 33
4.1.2 Deregulation Timetable of Taiwan 34
4.1.3 Deregulation Mechanisms 35
4.1.4 Opportunity for MVNOs in Taiwan 36
4.1.4.1 A General Overview of the Market 36
4.1.4.2 The Spectrum Resources 37
4.1.4.3 Other key factors 38
4.2 MCDM for Evaluating the Strategies of Opening the Market up to MVNOs 39
4.2.1 Establishing a Hierarchy System for Evaluating the Strategies of Opening the Market up to MVNOs 40
4.2.2 Determining and Getting the Evaluation Fuzzy Criteria Weights for the Hierarchy Process 43
4.2.3 Evaluating the Strategies of Opening up to MVNOs in Taiwan 47
4.2.3.1 Finding and Analyzing the Weights of Criteria 47
4.2.3.2 Analysis of the Alternatives for Evaluating the Strategies of Opening up to MVNOs in Taiwan 50
4.2.3.3 Driving the Synthetic Utility Values 51
4.3 MCDM for Evaluating the Key Factors that Influence Profit for both MVNO and MNO Operators 53
4.3.1 Establishing a Hierarchy System for Evaluating the Differences between the Key Factors that Influence Profit for both MVNO and MNO operators 54
4.3.2 Determination of the Evaluation Criteria Weights 57
4.3.3 Getting the Fuzzy Weights for the Hierarchy Process 58
4.3.4 Driving the Synthetic Utility Values 59
4.3.5 The Weightings of the Criteria 59
Chapter 5 Discussions 62
5.1 Discussions of the Research Result about the Strategies of Opening the Market up to MVNOs 62
5.2 Discussions of the Research Result about the Differences between the Key Factors
that Influence Profit for both MVNO and MNO Operators 65
5.2.1 Analysis of Objectives 65
5.2.2 Analysis of Criteria 67
5.2.2.1 Local Weights: for a horizontal view of the criteria level, refer to Table 4-8 67
5.2.2.2 Global weights: for a vertical view of the criteria level, refer to Table 4-8 68
Chapter 6 Conclusions 72
References 76
Appendix I 81
Appendix II 83
Appendix III 86
Appendix IV 88
Appendix V 90
List of Tables

Table 2-1 Levels, scope of business, and facilities built by MVNOs 19
Table 4-1 Weights (Triangular and Normalized BNP) of the Aspects and Ranking 48
Table 4-2 Local Weights and Global Weights (GW ; GW is Aspects’ Weight Local Weights)Final Normalized BNP of the Criteria Weights (Triangular and Normalized BNP) 49
Table 4-3 Fuzzy Performance Score of Strategies with Respect to Criteria 52
Table 4-4 Synthetic Fuzzy Performance Score with respect to Criteria 53
Table 4-5 Evaluation of the hierarchical structure of the differences among the key influence factors that profits for both MVNOs and MNOs 55
Table 4-6 Descriptions of the criteria 56
Table 4-7 Weights (w) (final normalized BNP) of the objectives and ranking (r) 60
Table 4-8 Local weights (LW) and global weights (GW; the objects are weight times the local weights) (final normalized BNP of the criteria) 60
Table A1 Example: A returned sample of AHP questionnaire (the level 1) 83
Table A2 The fundamental scale of relative importance 83
Table A3 A returned sample of the questionnaire of fuzzy performance score for strategies with respect to criteria 85












List of Figures

Figure 1-1 Research Framework 6
Figure 1-2 Organization of the dissertation 8
Figure 2-1 Policy-decision Tree Diagram 11
Figure 2-2 Penetration rate of the major telecommunications services in Taiwan 14
Figure 4-1 Liberalization Milestones in Taiwan 35
Figure 4-2 Penetration rate of the Mobile Services in Taiwan 37
Figure 4-3 Features of the Decision-Making Process 41
Figure 4-4 Evaluation of the Hierarchical Structure for the Strategies of Opening up to MVNOs 42
Figure 4-5 Example of the Membership Function of Linguistic Variables for Measuring the Performance Value of Alternatives 46
Figure A1 The fuzzy scale of “ ” of relative weights of criteria 84
Figure A2 The evaluator assigns his/her subjectively personal perception to the performance
value 84
Figure A3 The membership function of the triangular fuzzy number 87
Figure A4 The over all weights at each level of the hierarchy 88
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