| Summary: | 碩士 === 立德大學 === 資訊傳播研究所 === 97 === This study aimed to propose suggestions of competitive strategies for Cable TV industry in Taiwan according to the current situation and the tendency of development. Through literature review and qualitative approach, the market environments, the structure of industry, and the market competition for Cable TV industry were analyzed and evaluated in terms of the factors which affected the competition in the industry. This study mainly employed the Porter 5 Force Analysis and the SWOT Analysis to explore the market competitive situation that Taiwan cable TV entrepreneurs have confronted - the substitute products (the cable TV, the cable-free TV and MOD). Therefore, this research summed up the cable TV business-operative strategies, and provided some feasible suggestions.
The result of this study revealed that if the cable TV entrepreneurs want to triumph from the great competition that should develop their specialization according to their traits and strengths, create the market division, elaborate the strengths individually, provide new services and discover the new market. Consequently, the suggestions of this study were made in three aspects: 1. provide inner operative strategies - developing the bidirectional interactive television, and offering the three-net-union service; 2. outer operative strategies- carrying out the rule of graduation payment, and proceeding over-industry strategy alliance; 3. a complete set of policy made by the government-giving an impetus to the law revision the measures of tax-reduction and tax-free, and the indemnifying policies.
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