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Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/31112
DC FieldValueLanguage
dc.contributor.advisor周宣光zh_TW
dc.contributor.author文德蘭zh_TW
dc.contributor.authorWen, Te Lanen_US
dc.creator文德蘭zh_TW
dc.creatorWen, Te Lanen_US
dc.date2008en_US
dc.date.accessioned2009-09-14T01:16:33Z-
dc.date.available2009-09-14T01:16:33Z-
dc.date.issued2009-09-14T01:16:33Z-
dc.identifierG0903565061en_US
dc.identifier.urihttps://nccur.lib.nccu.edu.tw/handle/140.119/31112-
dc.description博士zh_TW
dc.description國立政治大學zh_TW
dc.description資訊管理研究所zh_TW
dc.description90356506zh_TW
dc.description97zh_TW
dc.description.abstract近年來世界各國的電視產業均開始從類比邁向數位時代，然而有線電視數位化亦已成為其未來的發展趨勢，對於有線電視業者目前除積極提供原有的影音視訊服務外，也開始紛紛推出互動電視等進階服務。因此有線電視在數位化之後首先面臨的問題就是頻道數大幅增加，而要如何經營、如何提供多樣化的服務、及如何定價這些都將會是急待解決的問題。故本研究希望從經濟學的角度、互動數位有線電視整體產業的影響並考量消費者的利益，採用一個創新的方法「創意問題解決理論」(Theoria Resheneyva Isobretatelskehuh Zadach，TRIZ)來討論互動數位有線電視的定價策略。本研究主要研究目的希望以TRIZ的創新方法求出理想解，並建議未來互動電視之定價策略，提供政府政策做為未來訂定數位電視價格之參考。\r\n本研究建議有線電視在進行互動數位電視發展時應針對不同的頻道服務採取不同的差別定價：對於免費收看的頻道可依據廣告播出的形式分為基本免費頻道與選擇性免費頻道，而付費頻道則可分為單一計價方式、組合計價方式與差別計價。對於法規政策本研究則建議取消費率上限原則、重新訂定節目廣告化與廣告節目化的認定原則與開放有線電視跨區經營的限制。zh_TW
dc.description.abstractIn recent years, global television industry is moving from analog to digital era, and digitalization becomes a trend. The cable operators start to offer advanced services such as interactive televisions in addition to their existing video and audio services. Major issues facing the cable operators include how to operate their businesses, how to provide a variety of services, and how to justify their prices with the substantially increasing channels after digitalization. This study is to discuss the pricing strategy of the digital cable TV using an innovative method of “creative problem-solving theory”(Theoria Resheneyva Isobretatelskehuh Zadach,TRIZ) from the perspectives of economic development, industry, and consumers. We also recommend the pricing strategies for the digital cable TV industry and the government’s price policy based on the TRIZ results.\r\nThis study suggests that the pricing policy for the digital cable TV industry is to offer different services with reasonable price discrimination. For example, free channels can be categorized into basic cable channels and optional cable channels with cable TV advertising. The pricing strategies for the pay channels are the fixing pricing strategy, product bundle pricing strategy, and differential pricing strategy. This study also suggests the authorities to make rate cap expiration, to re-regulate the advertising nature of programs and program-like television advertisings, and to cancel the limitation of the service area of the cable system.en_US
dc.description.tableofcontents第一章 緒論 1\r\n第一節 研究背景 1\r\n第二節 研究動機與目的 2\r\n第三節 研究範圍與限制 5\r\n第四節 研究架構與方法 5\r\n第二章 文獻探討 8\r\n第一節 互動數位有線電視 8\r\n第二節 各國電視數位化之發展現況與經營模式 13\r\n第三節 市場集中度與產業價值鏈 28\r\n第四節 數位產品之定價概念 32\r\n第五節 閱聽人的收視習慣 42\r\n第六節 台灣目前互動數位有線電視經營瓶頸 43\r\n第七節 創意式解答方法論 46\r\n第三章 研究方法 50\r\n第一節 TRIZ方法論 50\r\n第二節 TRIZ執行步驟 57\r\n第三節 TRIZ 在商業上的應用 58\r\n第四節 TRIZ實例 58\r\n第五節 研究步驟 65\r\n第四章 台灣互動數位電視產業分析 67\r\n第一節 台灣有線電視之市場集中度 67\r\n第二節 互動電視之產業價值鏈 74\r\n第三節 由消費者收視習慣看互動電視之產業發展 76\r\n第四節 小結 78\r\n第五章 資料分析 81\r\n第一節 問題分析 81\r\n第二節 矛盾衝突分析 84\r\n第三節 矛盾矩陣策略分析 88\r\n第四節 評估決策 94\r\n第六章 建議與結論 100\r\n第一節 研究建議 100\r\n第二節 本研究主要貢獻 104\r\n第三節 後續研究 104\r\n參考文獻 105\r\n附件一「TRIZ法」的39項特徵參數 附件1-1\r\n附件二 TRIZ的40 項創新原則 附件2-1\r\n附件三 矛盾矩陣 附件3-1\r\n附件四 商業上使用的31個特徵參數 附件4-1\r\n附件五 在商業上的40個創新原則 附件5-1\r\n附件六 應用在商業上的矛盾矩陣 附件6-1zh_TW
dc.language.isoen_US-
dc.source.urihttp://thesis.lib.nccu.edu.tw/record/#G0903565061en_US
dc.subject互動數位有線電視zh_TW
dc.subject創意問題解決理論zh_TW
dc.subject定價策略zh_TW
dc.subject產業價值鏈zh_TW
dc.subjectinteractive digital TVen_US
dc.subjectTheoria Resheneyva Isobretatelskehuh Zadach(TRIZ)en_US
dc.subjectpricing strategyen_US
dc.subjectindustry value chainen_US
dc.title以TRIZ方法探討數位有線電視的定價策略zh_TW
dc.titleOn the pricing strategy of digital cable TV by the method of TRIZen_US
dc.typethesisen
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