| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 95 === Through the personal interviews and document analyses in this qualitative study, we identified the core internal resource advantages within a television broadcast channel, determined the necessary conditions for developing a DVB-H mobile TV, and explored how to externally obtain necessary resources from a dynamic resources theory perspective and furthermore how to take advantage of external resources to fill in the current resources gap.
To explore the feasibility for the case company to engage in DVB-H development and deployment, we first investigated the current overall status of the DVB-H industry, ure development, and analyzed its value chain and individual contributions. Then, we established a commercial operations model according to the results and suggestions we obtained through in-depth interviews with industry experts, which could be a model for the integration of broadcasting and telecommunications companies. Through the research, we discovered that:
1.The current resources advantages of the case company are:
(1) They possess professional talent for the production and broadcasting of shows and programs.
(2) Being a television broadcast company with over 30 years of experience which have accumulated a large amount of news programs and TV show recordings, and have an abundant amount of company operations knowledge.
(3) Basing development on their current DVB-T system architecture, they can achieve both feasibility and also economy.
(4) Its existing television channels have already completed DVB-T digitalization and can therefore engage directly in DVB-H development.
(5) By using a “one-to-many” broadcast method, and therefore do not have the problem of network congestion.
(6) Strong broadcasting effectiveness achieved through limited bandwidth consumption.
2.Resources required for the company under the case study to cross over into DVB-H and current resource inadequacies:
(1) The initial and subsequent extended costs for establishing DVB-H infrastructure, and the establishment of more gap fillers to boost reception quality.
(2) Telecommunications and mobile phone company replies, interactions, billing, and customer services channels.
3.How to resolve the company''s current resource inadequacies:
They should form strategic alliances with related companies in their industry and establish cooperative management efforts.
4.The role of the company in the case study in the DVB-H value chain is that of a program content provider, a program content integrator, and a network broadcaster.
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