The study of competition position and marketing strategies : The case of fixed telecommunication industry.

• Main Authors: Jung-Hsiang Chang, 張榮祥
• Other Authors: Wayne S. Chow
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/55833784587461459636

碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === With the recent telecommunication liberalization opening, the telecom market is becoming one that is highly competitive with more variety of products and services, while prices are becoming more rational. A study by Kotler (1991) attributes increased customer satisfaction as the key factor to profitability. This paper analyzes consumer satisfaction of the telecom sector in the past three users in five facets: products, services, prices, situations and personal factors. In this work, this paper attempts to improve the mutual communication and understanding between consumers and operators so that the operators may develop a strategy in operations and product marketing. This paper surveyed fixed line corporate and personal accounts in Taipei, Taichung and Kaohsiung. A total of 300 surveys were issued to corporate users, 500 for the personal users. 277 surveys were returned, of which 83 were corporate, 194 personal users, for a returns rate of 89.64%. This paper concludes that the most important factor for personal and corporate user is the quality of communications. converses on the telephone stable is being responsible for the service staff rank and the industry clips on has statistical significance, Adds the value service in to be responsible for the service staff rank and the staff population has statistical significance, Whether there is transmission stabilizes on the corporate overseas branch has statistical significance.