台灣數位家庭產業發展與策略規劃之研究

Abstract

當客廳裡的電視不只是電視，而且也是一台電腦的時候，意味著消費性電子產品的戰火已經從書房延燒到客廳。所謂「決戰客廳」的時代來臨，各個廠商都在為此佈局，試圖創造數位家庭（Digital Home）的商機，其中包含娛樂、保全、通訊、學習、控制、光纖到家、遠距照護等。預計至2011年全球新增的數位家庭戶數會超過3億4400萬，將創造不同的生活形態。

數位家庭產業的蓬勃發展已成為全球的趨勢，而台灣無論在網路建設、關鍵零組件及數位家庭終端產品方面，都有穩固基礎。目前「中華電信」積極建置數位家庭基礎設備；「數位電視業者」也極力發展軟體與硬體；加上「遠雄集團」所推出的光纖數位家庭，台灣數位家庭的雛型已逐漸被勾勒出。

數位家庭四合一服務（Quadruple Play）帶動數位家庭概念的實現，而數位電視的發展又再再影響著數位家庭的產業發展，所以本研究以台灣數位電視的發展來探討數位家庭產業的發展趨勢與策略規劃。

本文利用「產業價值鏈」和「經營模式」為理論架構，蒐集相關資料，加上深度訪談來探討數位家庭產業的策略規劃，並劃出可行的經營模式。

分析結果可得知，「產業價值鏈」包含硬體、軟體、內容與服務、網路四大面向，硬體與軟體的發展，由於台灣市場偏小，勢必朝向全球化進行。內容與服務方面需創造優質的數位內容，鞏固台灣市場且行銷國際，並整合數位家庭其他服務增加多元性。網路部份則是達到「U網路」的建置。

最後本研究提出結論，期能為政府訂定政策和數位家庭業者擬訂策略之參考：產業構面分析須朝向：「改革政策法規」、「發展品牌概念」、「執行策略聯盟」、「改變民眾觀念」方向發展；市場構面分析的策略規劃為：「顧客需求導向」、「優質內容掛帥」、「現有服務整合」、「內部職員訓練」。The concept of Digital Home is booming recently. Every company and manufacturer intends to be the first in Digital Home industry, including entertainment, security, communication, learning, controlling, long-distance medical treatment, and home caring. From the end of 2005 to 2011, the experts predict that global users of digital home will constantly increase and be more than 3.44 billions. The new form of life will be created. The evolvement of Digital Home is the global trend, and Taiwan has a stable foundation of the Internet infrastructures, key components, and Digital Home end-products. Now, “Chunghwa Telecom” is intensely constructing the fundamental facilities of Digital Home. In addition, “Farglory” builds the digital fiber home. Above-mentioned sketch out Taiwan rudiment of digital home The Quadruple Play service makes the execution of Digital Home come true. The article discusses the strategy planning of digital home industry based on the development of Taiwanese digital TV, and uses "Industry Value Chain" and "Business Model" as theory frame to collect the related information. The article considers that the result of Industry Value Chain contains four major aspects: hardware, software, content and service, and the Internet. Firstly, the development of hardware and software necessitates to be globalized. Secondly, the aspect of content and service needs to create good quality of media content, and increase the service diversity by integrate other services of Digital Home. Finally, the Internet requires “Ubiquitous” to be accomplished in order to make the Internet in Digital Home applicable. The conclusion of this research is expected to be adopted by government and Digital Home industry as reference when they make strategies. The industry structure analysis must have the directions of “Reformation strategy regulation”, “Development of the brand”, “Execution of strategic alliance”, and “Change in consumers’ concept”. The strategy planning of the market structure analysis must have the directions of “Customers needs orientation”, “Good quality of service guarantee”, “Extant services integration”, and “Interior employees trainings”.