| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 91 === Normally, there are lots of factors under consideration on deciding the rate. This study will through the market demand and cost estimation to recognize its potential on market price and the predicted balancing for future; using them as the reference of deciding the price of pay channel service. The development of pay channel needs an advance, large investing capital pouring into it. The cost control and profit plan will be the crucial factors deciding the price therewith. And the CVP analysis becomes an important tool for enterprise making short-term profit plan, sets up strategic decision and performs control function.
This study is using secondary data in analyzing the potential of market price of pay channel and estimating the potential channel audiences, next, through deep visiting to establish the cost structure and calculating basis on each cost items. Then we use CVP analyzing model to approach the break even audience amount. Finally, we make cross comparison and relevant analysis on the estimating potential audience amount and the theoretic break even value calculated from the cost conception.
In this study we have found that under the current three kind of standard charging prices, if we hold the optimistic or reasonable estimation on the future audience market, when the monthly price for a single home resident audience unit is set at NT$ 500, it will make the maximum profit. If holding the conservative estimation, the monthly price is NT$ 300, and the loss will be less than the rest two prices. The pay channel has no any ad income; the income source comes from the channel audiences paying the program fee per month. Hence, the monthly charge rate to the audiences will be the key deciding if the pay channel could run successfully, accepted by the vast consumers and support the operating cost hereunder. The price-assessing mode of the pay channel on this study report has apparently merged the practical experience accumulated from the company runner into the theoretic method. Therefore, when setting up the prices of various pay channels, if we can put the market investigation in premise and consider the CVP analysis, assessing each of the relevant factors affecting the charging price logically and effectively, we believe that we surely can find out the reasonable prices over various pay channels, create a win-win result between the cable TV operators and audiences.
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