本個案故事描述TWM電信運營商總經理Calvin所帶領的電信經營團隊，雖然已躍居業界獲利王，但由於第一線門市通路的服務例如：物流、手機代理和售後維修，TWM是完全委外和通路商聯強搭配，但若消費者手機維修、服務出問題，被罵的還是TWM，就在雙方長期對客戶的想法存有落差的情況下，已造成TWM得面臨客戶滿意度不斷降低的困境。因此，當Calvin思考著公司年度營運計劃如何持續獲利以及面對未來數位匯流挑戰的同時，也必須決定該不該終止繼續委外給聯強的合作關係，而改為自建服務通路，自行投入物流、手機代理和維修的服務體系呢？ 但如果決定將門市服務通路轉型，TWM能順利無縫接軌嗎？而且投入大量的資本支出，是否真的能達成縮短與消費者的距離，又可轉型去開拓新的財源呢？這真的是下一道難題啊!

本個案討論電信運營商在高度競爭的環境下，檢視原有的服務通路設計是否有修正調整的必要，思考如何通過服務通路轉型決策重拾企業核心能力，在與合作夥伴關係生變且無法滿足服務策略思維的共識下，思考如何重建服務業以重視客戶關係與服務品質的關鍵因子，建構新的商業生態和經濟共同體，以提供TWM經營策略的新契機。本個案之研究希望能藉由實際個案的發展經驗與理論結合印證，提供企業在服務通路轉型決策之參考。相關理論為通路決策、核心能力、客戶關係與服務品質、商業生態。

This thesis describes a case study regarding the transformation strategy of service channel performed by a telecom management team of the TWM Telecom Operator, which was led by General Manager, Mr. Calvin. Although TWM has already become the most profitable company, TWM is completely outsourcing with Synnex such as first-line store services of logistics, mobile agents and after-sales. However, the mobile phone repair and other related service problems have been accused to TWM. Due to the different thinking about the customer services, it has caused TWM to face the continuously decreasing of customer satisfaction. Therefore, Mr. Calvin is thinking about the company's annual operating plan, how continuously to make profit and challenges of the future digital convergence strategy. Consequently he must decide whether or not to terminate the continuous outsourcing partnership with Synnex and to build up its own store services including logistics, mobile agents and after-sales service systems. If Mr. Calvin decides to have transformation of service channel, TWM must smoothly make seamless integration, which needs to put a lot of capital expenditures. Whether it can reach a shorter distance with consumers, and open up new sources of income, it shall be a very tough question.

The case discussed here is for a telecom operator in a highly competitive environment to examine whether the existing service channel designs are necessarily adjusted or corrected in order to regain their core competency through service transformation pathway decisions. The relationship between TWM and its partner has been changed, which results is not meeting the service policy of TWM. The key factors to rebuild the service policy must emphasize on customer relationship and service quality and constructing a new business ecosystem and the Economic Community to provide new opportunities for TWM business strategy. By means of studying this case, it is expected that the combination of actual case and theory may provided the reference for the company strategy of service channel transformation. The relevant theories are relating to the channel strategy, core competency, customer relationship and service quality, business ecosystem.

一、 英文部分

Hamel, G. and Prahalad C.K. (1990), “The core competence of the

corporation,” Harvard Business Review, 68(3), 79-91.

Hamel, G. and Prahalad C.K. (1994), “The concept of core competence,”

Competence-Based Competition, 5(1), 11-33.

Hamel, G., & Prahalad C.K. (1994), “Strategy as a field of study: Why search

for a new paradigm,” Strategic Management Journal, 15(1), 5-16.

Hamel, G., & Prahalad, C.K.，HBR “企業核心能力”中文版，2007/03

Iansiti, M. and R. Levien.（2004）,”Strategy as ecology”, Harvard Business

Review（March）, pp.68-78.

Kono Model滿意度模型：東京理工大學教授狩野紀昭(Noriaki Kano)(1984)

Koter & Keller（2009），《Marketing Management》

Mills, L. S., M. E. Soule, & D. F. Doak.（1993）,”The keystone species

concept in ecology and conservation”. BioScience 43: 219-224

Moore, J.F.（1996）,”The Death of Competition: Leadership & Strategy in the

Age of Business Ecosystem”, New York: Harper Business.

PZB服務品質概念模式圖(Parasuraman et al., 1985)

二、 中文部分

台灣趨勢研究報告（TTR）之2012電信業發展趨勢

張景棠(2008)。台灣行動電話代理商競爭策略之研究，逢甲大學經營管

理碩士在職專班，未出版碩士論文。

任賢旺 黃憲仁 編著，2010，銷售通路管理實務，增訂二版，憲業企管

顧問公司發行，P.32-P.49

吳圳（2013），台灣網通事業通路銷售策略之個案研究，台灣科技大學

管理研究所EMBA碩士班，碩士論文

Kotler & Armstrong，Principles of Marketing，10th Edition，方世榮譯

，2004，行銷學原理，東華書局

吳雪如（2013），發展品牌與代工左右開弓模式，台灣科技大學管理研

究所EMBA碩士班，碩士論文

楊坤木（2012），商業生態資源模組化管理之研究，台灣科技大學資訊

管理系EMBA碩士班，碩士論文

范永平（2011），中菲電腦證券軟體事業部-沒有簽約的系統開發案，台

灣科技大學管理研究所EMBA碩士班，碩士論文

資策會產業情報研究所（MIC）

三、 網站部分

國家通訊傳播委員會（NCC）全球資訊網：http://www.ncc.gov.tw

MBAlib 智庫百科：http://wiki.mbalib.com

TWM台哥大網站公司年報：http://corp.taiwanmobile.com/investor-

relations/financial-data-3.html

TVBS網站：http://news.tvbs.com.tw/entry/514288

聯合財經網

：http://money.udn.com/story_author_list.php?cate_id=5595&sub_id=5629

Mobile01社群網站：

http://www.mobile01.com/topicdetail.php?f=393&t=1774379&p=1

財報狗資訊股份有限公司：statementdog.com

公開資訊觀測站-台灣證券交易所：http://mops.twse.com.tw/mops/web/index

商業周刊：http://www.businessweekly.com.tw/

蔡璞─研發管理園地：http://blog.sina.com.tw/tsaipwu/

中華民國電子商務年鑑

http://ecommercetaiwanapp.blogspot.tw/2013/12/2013_9737.html