| Summary: | 碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 101 === The global high-tech development evolves rapidly. Since Chunghwa Telecom presented the service of the digital broadband internet service, Chunghwa Telecom has kept developing and heavily investing in constructing the optical loop, and its subscriber line technology has evolved from the weak-cabled ADSL to the optical fiber transmission, so-called "HiNet Light Era," coping with the international standards.
In July 2012, Chunghwa Telecom presented the strategy to lift up the transmission speed and cut the price. The move shook the market in Taiwan and accelerated the development of broadband internet service in Taiwan. HiNet Light Era, the main unit in charge of the marketing, is teamed up not only with the internal members from the company's marketing subdivisions but also with external staff from manpower companies. The study first concludes the marketing targets of HiNet Light Era with the literature from Chunghwa Telecom's official website and related press reports and analyses. Then, with the materials from the interviews of the company's middle/high-level executive officers, the marketing methods are observed and reported. Finally the marketing strategies will be examined with the marketing results, and also the analysis of the correlation between the factors to the transmission speed and the marketing strategies will be provided with a comparison.
The findings indicate that the performance of HiNet Light Era is so satisfying with regard to all these aspects including the quality, the price, marketing, the channels, manpower, hardware equipment, and the management that the company could win out among the other competitors. It is also obvious that HiNet Light Era is playing a vital role in the operation of the company, which will allow the company to stay in lead in the free market of broadband internet service in Taiwan.
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