本研究採個案分析方式，針對台灣行動電話服務業進行分析，探討業者如何因應電子商務時代的來臨，來研究其行銷策略。 針對因應電信自由化後產生競爭市場的中華電信公司為例作研究，以專家訪談及次級資料蒐集兩方面來進行；並從相關研究報告、網站資料與報章雜誌整理歸納有關資料。 從研究結果發現，中華電信公司以行銷7 P模式的實證分析而言，不論在產品策略、價格策略、促銷策略、通路策略、參與人員策略、硬體設施策略及過程管理策略方面，均有其成功之道，且獲得一致好評。期望具有國營企業優勢的中華電信公司，能在自由競爭市場的行動電話服務業中，永保龍頭寶座。 This study adopt the way of case analysis. It intends to analyze and explore the effects of E-commerce on the marketing strategies of the cellular phone industry in Taiwan. Due to telecom derequisition lead to very competitive market in Taiwan. In order to explore the consequence we research the case of ChungHwa Telecom Co. the biggest telephone company in Taiwna. Our research methods have two ways, expert opinion and data collection, and put in order the data from correlated study report, internet web site, newspaper and magazine. The results discover that ChungHwa Telecom Co. use marketing 7 P modes, including Product strategy, Price strategy, Promotion strategy, Place strategy, Participant strategy, Physical facilities strategy and Process management strategy to become succeed. It's expected that ChungHwa Telecom Co. can maintain the leader of cellular phone industry in free marketing competition.
