台灣行動通訊業者之競合策略：以網路共享為例

Co-opetition strategies between mobile operators in Taiwan: Using network sharing as an example

自2006年雪山隧道開通以來，到宜蘭觀光的旅客日益增多。交通便利使得遊客「來得快，去得也快」，過去宜蘭著名觀光景點如五峰旗瀑布榮景不再。反觀2013年將廢棄的空間再利用的宜蘭幾米廣場，每到假日必吸引大批遊客拍照與駐足，成為宜蘭市新興的著名觀光景點，但是對於其旅遊品質的研究卻寥寥無幾。本研究旨在探討遊客行為，針對宜蘭幾米廣場公園遊客為主要研究對象，探討遊客對幾米廣場公園觀光旅遊品質重要度與實際表現的關係。本研究採便利抽樣，以到訪過宜蘭幾米廣場的遊客作為研究對象，共回收問卷550份問卷，有效問卷532份。資料分析採用敘述性統計及重要度－－表現分析法（Importance-Performance Analysis，簡稱IPA），結果發現在旅遊品質方面景點服務「可享用當地美食」，「觀光遊憩資訊提供豐富」是待改善的。 Since the opening of the Snow Mountain Tunnel in 2006, there have been more and more tourists visiting Ilan. The convenient transportation makes tourists “go faster and go faster”. In the past, the famous sightseeing spots in Yilan, such as Wufengchi Waterfall, were no longer prosperous. In contrast, the Yilan Jimmy Square, which will be re-used in the abandoned space in 2013, will attract a large number of tourists to take photographs and stop during the holiday. This has become an emerging famous sightseeing spot in Ilan City, but there are few studies on the quality of tourism. The purpose of this study is to explore the behavior of tourists. The main research object for the visitors of Yilan Jimei Square Park is to discuss the relationship between the importance and actual performance of tourists on the tourism quality of Jimi Square Park. This study adopts a sampling method of convenient sampling and snowballing. Visitors who visited several square meters in Yilan City were selected as the research object. A total of 550 questionnaires were retrieved and 532 valid questionnaires were collected. Data analysis adopts narrative statistics and Importance-Performance Analysis (IPA). As a result, it is found that “the enjoyment of local cuisine” and “rich tourism information provided by tourism” need to be improved.

With the development of mobile communication technology, telecom operators face a substantial increase in investment in infrastructure construction. Network sharing allows companies to cooperate with each other, so it has gradually become a business strategy when deploying networks. This study adopts in-depth interviews and incorporates value net to explore the perception of network sharing among various participants in the mobile communications market, and examine the views and dissimilarities of different players. This study found that reducing the number of sites through co-sited coexistent can reduce the public's protest. New players can reduce the investment barriers through network sharing, and network sharing can reduce the barriers for new players to enter the market. The operational focus has shifted to innovative services rather than network deployment. Operators in the market, in addition to competing with customers, should pay more attention to the inclusion of cooperative relations and increase the value-added of each other, which will help the health of the market.