教師資料查詢 | 類別: 會議論文 | 教師: 莊春發 CHUANG CHEN-FA (瀏覽個人網頁)

標題:論台灣有線電視產業的競爭政策
學年96
學期1
發表日期2007/12/04
作品名稱論台灣有線電視產業的競爭政策
作品名稱(其他語言)Competition Policy of Taiwan's Cable Television Industry
著者莊春發; 柯舜智
作品所屬單位淡江大學產業經濟學系
出版者臺北市行政院公平交易委員會
會議名稱第15屆競爭政策與公平交易法學術研討會
會議地點臺北市, 臺灣
摘要依據經濟理論競爭文獻的研究r 競爭」基本上可區分為:市場競爭、產業競爭
與潛在競爭等三種層次。欲達成市場競爭的效果,市場上必須擁有充分的廠商數,以
及每家廠商的決策必須是獨立的。產業競爭的達成條件則必須市場的進出,沒有法律
等政府公權力的干預障礙,以及排除廠商主觀的人為所創造的是進入障礙,例如限制
價格的施行、沉入成本、過多產能、產品增殖的策略、以及關鍵原料的控制。
根據上述競爭理論為基礎,探究我國長期以來有線電視的競爭政策發展,研究的
結果發現:就市場競爭內涵而言,過去政策上似乎忽略了有線電視最適規模特殊屬性
的考量,使得市場的劃分並不適當。其他產業競爭引進,直播衛星電視可能由於法制
時程的延岩、設備價格太高、欠缺夠吸引消費者的節目、控制於相同的業者手上等原
因,最後僅成為偏遠地區民眾的收視工具。
由電信產業跨業經營的中華電信公司的MOD服務,則由於法制上未能配合,致
使在實際經營的過程當中引發許多的爭議,耗損相當的社會資源成本,與直播衛星一
樣,由於欠缺殺手級的節目頻道,在消費者市場上一直無法有太大的突破。同樣的理
由,最近因為技術進步帶來的其他網路電視,若不能在頻道的取得上有所突破,前景
似乎也不甚樂觀。是故,就市場競爭問題的解決,本研究建議政府政策上應當重新劃分有線電視經
營區。對於產業競爭的部份,建議未來政策上對業者上下游的垂直整合似乎應當予以
更高的關注,若政策上允許任何業者垂直整合,則在附帶的配套措施中,應使其他的
平台業者有公平購買關鍵頻道的機會,免得因此形成「人為」的市場進入障礙,造成
產業競爭效果的無法發揮。According to the literature review of ecomomic theory, the connotations of
"competition" can be divided into three levels: market competition, industrial competition
and potential competition. The ways to accomplish market competition are sufficient
manufacturers and these manufacturers can make decision independently. The conditions
of succeed in doing industrial competition are that, without government interference and
removing the entry barriers which include limit pricing, sunk cost, excess capacity, product
proliferation strategies and essential material dominating.
This article is base on the above competition theories and examines the competition
policy of Taiwan's cable television industry. The result shows that, from the perspective of
market competition, government policy seems to neglect the most optimal scale of cable
television market. As for the level of industrial competition, because of slowly proclaimed
Satellite Broadcasting Act, high price of DBS equipment, lack of attractive programmes and
the ownership dominated by cable television, finally the DBS is just the broadcasting signal
receiver for secluded area.
Due to deficient in appropriate regulations and popular contents, the MOD service
provided by Chunghwa Telecom has caused of social dispute and expended huge resources
cost, but which marketing share is still much lower than cable television. The same reason,
the further development of IPTV which is well known as network television will be
concerned, ifIPTV couldn't able to obtain the major contents. Hence, this study emerges three suggestions. First, government should re-divide market
scale of cable television to deal with market competition problems. Second, government
must pay more attention to vertical integration of cable television in order to make fair
industrial competition. Finally, if policy allows vertical integration, then government should
establish complete plan which guarantees all television platforms having same opportunity
to access the major contents to avoid the "artificial" entry barriers, thus industrial
competition can be effective.
關鍵字產業競爭;市場競爭;潛在競爭;有效競爭;內部競爭;外部競爭;industrial competition;market competition;potential competition;effective competition;internal competition;external competition
語言中文
收錄於
會議性質國內
校內研討會地點
研討會時間20071204~20071205
通訊作者莊春發
國別中華民國
公開徵稿
出版型式
出處第15屆競爭政策與公平交易法學術研討會論文集頁245-298
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