| Popis: |
Because of lesser constraint and large market scale, when new fixed line operators enter the mature telecommunication market, they often focus on long distance telephone and international direct dialing market first. However, the marketing strategy of international direct dialing (IDD) is affected by many complex and specific factors in our country. Because this is an exploratory research, we use case study method to do this research. We use in-depth interview method to visit TFN’s managers to get practical information of IDD marketing strategy. Furthermore, secondary information such as related thesis, magazines and reports are also used to get deeper understanding about this issue. Therefore, our study aims Taiwan Fixed Network Company (TFN), which stands an important position in Taiwan IDD market. The main purpose of this research is not only to investigate the IDD marketing strategy of TFN, but also to find out a comprehensive and competitive IDD marketing strategy decision model. We hope the decision model could help TFN to make its future marketing strategy and improve its market position. Besides, suggestions for the consequential changeable environmental factors: pre-selection and VOIP (Voice over IP) would be discussed in this research. The findings of this research are as follows: 1. Excess supply of telecommunication service is the major industrial problem in Taiwan IDD market. The operators in this industry have similar cost structure, so their performance would certainly be affected by whether they can adopt applicable marketing strategies. 2. Fixed line operators should try to discover their customers’ inner thoughts and take it into marketing consideration, instead of doing marketing campaigns by their self-centered thinking. When operators face obstacles in marketing campaigns, they should study psychological side of their users and investigate users’ behavior to find proper prescriptions. By doing this way, operators can adopt best marketing practice to increase revenues. 3. The most difficult task for new fixed line operators is that users care less about IDD service. The way to succeed is to arouse users’ attention of IDD service, strengthen their recognition of TFN, and then use proper promotion activities to make them pass the usage threshold. The contribution of this research comes from theoretical literature structure are as follows: 1. Review and analyze the marketing strategies of case company (TFN), and shows those items needed to be continuously strengthened in the future. 2. Facing the coming age of “pre-selection”, TFN should arouse users’ interests about the issue in order to increase users’ response rate before the launch of “pre-selection”. 3. VOIP is not merely a threat; it is an opportunity for TFN as well. Facing this threat, TFN should put more emphasis on the lesser-affected market, which are international calls via mobile phone. Besides, If TFN could make the timely market promotion of VOIP to shift users’ behavior moderately, TFN will absorb the shock of VOIP such as revenue plummet by satisfying users’ desire of innovative telecommunication service timely and preventing them from choosing the service of international calls via other internet phone operators, when the day VOIP “really” hits the shelf. |
