臺灣數位有線電視顧客關係管理因素之探討

Abstract

數位匯流的時代裡，讓數位內容可以經由傳輸的方式與展現的平台不同，甚至可以跨國、跨區域的展現頻道內容與服務，讓原本只能在家中客廳或自己房間才能收看的電視娛樂，變得更隨時隨地，也更自由與個人化。以往類比時代，許多民眾都只能以大鍋飯的方式收視節目，也因數位傳播技術的精進，以及使用者需求導向的商業行為帶動下，服務功能逐漸多元化，這樣的市場會讓數位內容在廣播、電信與網路等平臺匯流後，其傳播媒介界線漸漸模糊，彼此產生跨領域傳播、語音、視訊與數據的科技匯流現象。

數位化後頻寬變大，承載內容又會更多，讓原本五百多臺的內容可能會擴增兩倍到三倍，因此許多國內學者認為有線電視產業數位化的時代，會讓閱聽人更為分眾與小眾，加上機上盒雙向互動的功能，讓顧客關係管理變得格外重要，且未來企業在執行或研擬策略前，都需先以顧客關係管理為基準做擬訂的要素與方向，因此本論文討論的要旨為企業在未來規劃與執行顧客關係管理時，可以參考的要素與狀況、以及目前執行的狀況與未來企業如何評估這套系統的成效。

本研究蒐集國、內外與數位有線電視與顧客關理相關的文獻資料，以探討目前數位有線電視市場發展趨勢，以及目前規劃顧客關係管理可能會考慮的層面與流程；並採用深度訪談法，蒐集目前業者在數位有線電視在規劃顧客關係管理會考慮的層面、執行的流程與後續評估的狀況，透過實際參與觀察與訪談，去了解實際上業者在規劃與執行顧客關係管理時會考慮到哪些層面，這些層面會輔助哪些流程與後續會透過哪些評估方式，透過文獻與實地訪談做對照，找出未來數位有線電視業者在執行與規劃顧客關係管理時，可以如何實踐。

本研究結果顯示，台灣有線電視數位化後在規劃顧客關係管理上組織層面上可以著重員工培訓語言、法律等課程；在技術上多元的傳檔格式與頻寬的增加，內部系統上需建立分帳管理與電子化統合傳輸文件的資料庫；在經濟層面上，市場的一個穩定性為首要考量；從社會層面來看差異化與優惠的定價方案；法規面上NCC需擬出一套顧客資料定型化契約，明確訂定罰款的上限；最後在通路層面以公司整體的策略與在位者對企業的思惟，顯得格外重要。In the era of digital convergence, let digital content can via ways of transmission and difference platforms of revelation, even transnational or crossing district to show contents and services of channel, it will make telsevision entertainment more freedom and personalization, also can watching it anytime, anywhere, not just in our living room or bedroom only. In the past, the times of analog, many people are watching TV programme only by the mess way, according to the advancement of digital communication technology, as well as driven by the gradual diversification of services for user demand-oriented business behavior, such a market will make digital content in the broadcasting, telecommunications, network and other platform convergence, its media gradually blurred boundaries, are causing cross-communication, voice, video and data technology convergence phenomenon. After digitizing the bandwidth becomes larger, the content will be carried more, so that the original content of more than 500 channels may be increased two to three times, thus, many domestic scholars believe that the cable industry digitization era, audiences will divided into many groups or small minority, and with two-way interactive set-top box functionality, customer relationship management has become particularly important before develop future business strategies or in the implementation, are required to be on the basis of customer relationship management prepared to do elements and direction. The thrust of the discussion of this dissertation is that for enterprises planning and implementation of customer relationship management in the future, you can reference the elements and conditions, and current implementation status and the future of enterprise how to assess the effectiveness of the system. This research collected domestic and abroad literatures about customers relationship management and digital cable, to discuss the current digital cable market trends, and the current planning level of customer relationship management may be considered and processes; also using depth interviews to collect viewpoints of current digital cable industry in the planning customer relationship management will be consideration, the implementation process and evaluation, through the effective participant observation and interviews, to understand actually industry in the planning and execution of customer relationship management will take what level into account , these levels will assist which processes with follow-up assessment methods, through comparison between literatures and on-the-spot interviews to find out the digital cable TV operators how to practice in the implementation of customer relationship management and planning in the future. The results of this study show that Taiwan cable the digitized and in planing customer relations management organization level can focus on staff training language, legal courses; technically multiple file transfer format and bandwidth increases, the need to establish internal system points account management and integration of electronic transfer files database; economic level, market stability is a major consideration in; differentiation and preferential pricing program from a social perspective; regulations surface NCC be required to develop a set of customer data standard contract, explicitly set the upper limit of the fine; pathway level thinking to the company's overall strategy and incumbent enterprises is particularly important.