상세정보
학술지
방송 통신 결합 상품의 경품 규제 제도 개선에 관한 연구
- 발행일
- 201412
- 출처
- 경영과학, v.31 no.4, pp.75-92
- ISSN
- 1225-1100
- 출판사
- 한국경영과학회 (KORMS)
- 협약과제
- 14KE1100, 트래픽 유형 변화에 따른 규제정책 개선방안 연구, 신현문
- 초록
- Broadcast-telecommunication bundling services provide customized services and reduce household telecommunication costs, contributing to the improvement of users’ welfare. However, following the recent fierce competition of broadcast-telecommunication providers, the Korea Communications Commission, an organization that regulates promotional gifts and fee-reduction benefits to attract subscribers, has imposed a series of regulations. The excessive offering of promotional gifts can distort fair market competition and damage users. Yet if all bundling services are regulated uniformly, some benefits for users may be reduced, and the autonomous marketing competition of service providers may be restricted, thereby shrinking the entire communications market. Therefore, this study attempts to investigate domestic and foreign regulations on promotional gifts and other offerings related to broadcast-telecommunication bundling services, to analyze problems with respect to the current regulations and to propose an improvement plan. The study asserts that it is necessary to improve the violation decision criteria of the Korea Communications Commission and its regulations on broadcast-telecommunication service providers’ promotional gifts in order to regulate the bundling services reasonably. In addition, it proposes a proper regulation of the OTS(Olleh TV Skylife) product, a new service emerging in the evolution of the bundling service type.
- KSP 제안 키워드
- Decision criteria, Market competition, Service Type, telecommunication service providers