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研究生:翁瑞羚
研究生(外文):Jui-Lin Weng
論文名稱:有線電視業者面臨OTT競爭之策略探討
論文名稱(外文):A Strategic Analysis on Cable TV Operators Facing OTT Competition
指導教授:曹承礎曹承礎引用關係
口試委員:許瑋元王貞雅
口試日期:2015-06-17
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
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:2015
畢業學年度:103
語文別:英文
論文頁數:65
中文關鍵詞:有線電視策略機上盒五力分析
外文關鍵詞:DVBOTTStrategyFive Forces
相關次數:
  • 被引用被引用:1
  • 點閱點閱:506
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
The objective of this thesis is to give Cable TV operators a picture of possible factors that Cable TV operators can consider when they are thinking of their next strategic movement facing competition from OTT operators and cross-district Cable TV operators.
The method is, firstly, to list OTT industry situation around the world to let Cable TV operators know more about value-added services, and secondly, to use Porter’s five forces analysis, SWOT analysis, and Value Net analysis to discuss the possibility that Cable TV operators and OTT operators are not only competitors but also complementors.
The result is to give Cable TV operators a comprehensive understanding that under current technology development and industry environment, adopting DVB + OTT platform has become a very important option to build an open platform so that Cable TV can partner with OTT operators to compete with other OTT operators as well as with other Cable TV operators.


Abstract i
List of Figures v
1 Introduction 1
1.1 Rationale for this thesis and statement of problem 1
1.2 Objectives 4
1.3 Methods 5
1.4 Structure of this thesis 5
2 Major OTT Players around the world 7
2.1 Major OTT Players in USA 7
2.1.1 YouTube: 10
2.1.2 Hulu 12
2.1.3 Netflix 15
2.1.4 Comcast 17
2.1.5 Roku TV 19
2.2 Major OTT Players in Europe 21
2.3 Major OTT Players in China 25
2.3.1 Youku Tudou and Le TV 26
2.3.2 Wasu TV 29
3 Research Structure and Methods 33
3.1 Research Structure 33
3.2 Research Method 34
3.2.1 Porter Five Forces Analysis 34
3.2.2 SWOT Analysis 35
3.2.3 Value net analysis 36
4 A Strategic Analysis on Cable TV Operators Facing OTT Competition 38
4.1 Taiwan Cable TV Industry 38
4.2 Challenges Taiwan Cable TV Operators are Facing 39
4.2.1 Entrance of OTT operators 39
4.2.2 Opening of Cross-District Cable TV Operation License 40
4.2.3 Non- growing Cable TV subscriber number 41
4.3 Analysis 41
4.3.1 Porter’s Five Forces Analysis 41
4.3.2 SWOT Analysis 48
4.3.3 Value Net Analysis 53
5 Conclusions and Recommendations 57
5.1 Conclusions 57
5.2 Recommendations 58
6 References 60


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