自從民國八十五年底，交通部電信總局決定釋出八張民營行動電話執照以來，行動電話服務產業的演變一直受到大眾的關注。至民國八十九年底，台灣的行動電話普及率已經超過80%，遠遠超出資策會於八十七年所做的估計值—約23%。電信自由化所帶來的直接利益即是市場競爭所導致的設定費、月租費以及通話費的大幅調降。本研究試圖分析國內主要業者—中華電信、台灣大哥大以及遠傳電信—歷年來所實施的資費方案，探討此三大業者的訂價策略與彼此間的競爭情形。
本研究係由蒐集各家業者之資費方案出發，觀察其資費方案調整過程之互動情形，並針對三大業者的每一項資費方案轉換為數學方程式，以估計不同使用量下的通話費用，最後輔以業者間訂價策略之比較。
經由縱向觀察資費方案的演變可以得知，雖然使用者人數隨著支出的降低而增加，然而絕大多數的新使用者是屬於低使用量的消費群。因此，業者在同時兼顧競爭壓力以及利潤極大考量下，不得不在中、低使用量採取較多層級的差別取價劃分。經由個別檢視三大業者的資費方案內容，可以發現在中華電信與台灣大哥大中，存在著一些理性消費者不可能選擇的資費方案，而這些方案的存在或許可為業者帶來額外的收入。綜合比較三大業者的資費方案則發現，三大業者可能是迫於競爭壓力，而採取了極類似的差別取價劃分方式，但是，隨著市場的日漸成熟，訂價空間逐漸被壓縮的情形下，不同業者間、相同使用量的價格波動幅度卻沒有因此而降低，某些使用量下的波動幅度反而有逐漸拉大的趨勢。

In 1996, the promulgation of the amended Telecommunications Act initiated a series of liberalization in telecommunication industry. From 1998 to 2000, Taiwan had become the most rapid growth area around the world with 130% compound annual growth rate and had marked a milestone with more than 80% of penetration by the end of 2000. This study focuses on the pricing plans offered by the main operators, CHT, TCC and FET, to analyze the pricing strategies and the competition scenarios with one another.
In this study, we, first, gather the pricing plans of the operators and then review the history of the price adjustment. At last, we compare the pricing plans across the boundary of the operators.
From the history of the price adjustment and the market evolution, we realize that the new subscribers encouraged by low prices are mostly low in airtime usages. The operators discriminates these low airtime users more in prices under the consideration of market competition and profit gaining. From reviewing the pricing plans of the operators respectively, we find the existence of “redundant” pricing plans, which might bring the operators extra income. From comparison of the pricing plans offered by the three main operators, we conclude the three players try to lower the competition strength by charging high in different segments.

Introduction......................................................3
Liberalization, technology and regulation.........................4
Market evolution.................................................10
Analysis of pricing strategies...................................15
Conclusion.......................................................27

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