| Summary: | 碩士 === 育達商業科技大學 === 企業管理所 === 98 === In recent years, TV industry of Taiwan with the opening of government's media policy and the technological improving change day after day makes its development fast and various. Facing the Channel competition, how to position and what strategies should we take in order to be superior to many other competitors. This study will use Hill and Jones (2001) referred to the competitive advantage; innovation, customer response and Zeithaml（1988）and Petrick（2002）referred to the perceived quality and perceived value as four attributes to explore the strategic positioning of television industry in Taiwan.
This study will use all audiences as the research objects, and pick out the 5 largest of the national wireless TV stations. It used NewMDSX software to explore the strategic positioning of the TV stations and Orthosim2v.01 Software to analyze the dynamic model of the mutual congruence of the TV audiences’ positioning among past, present, and future intentions.
The results showed that the past and present parents to the TV audiences’ positioning were no congruence with the changes of their habits and demands in the environment and time. And there were also no congruence between now and the future intentions. The study speculated that the TV audiences had changed their expectations of the future intensions for further level of satisfaction
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