複合商業模式創新：台灣OTT個案之比較性研究

Hybrid Business Model Innovation: Comparative Case Studies of OTT in Taiwan

10.6495/CIMBM.201806.0017

歐素華(Su-Hua Ou)；邱昱婷(Yi-Ting Chiu)；黃宛琳(Wan-Ling Huang)

複合商業模式 ； OTT ； 跨域創新 ； 分眾需求 ； 開放商業模式創新 ； Hybrid Business Model ； Over The Top ； Cross-Boundary Innovation ； User Behavior ； Open Business Model

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

249 - 263

繁體中文

本研究在探討新興的網路電視服務（OTT）如何發展類型化的複合商業模式。相較於傳統電視台以廣告收益或用戶收費為主的商業模式，網路電視業者在投資龐大電信與科技基礎建設，同時又要投入內容經營的現實下，已無法僅靠廣告或會員收益獲利。本研究提出，網路電視必須發展兩種以上的商業模式，一則因單一模式無法生存，二則因目標客群的需求成長而有與時俱進的跨域服務價值。本文以myVideo發展電信服務與網路電視的複合商模，CHOCO TV發展手機APP與網路電視的複合商模，說明兩種以上商模的複合綜效如何形塑，並提出類型化複合創新機制之策略思考。

Over the top (OTT) service is destroying traditional TV business models, and a new paradigm is reshaping the digital media industry. This study investigates two outstanding business models in the OTT industry in Taiwan, namely myVideo and CHOCO TV. We find that the OTT have to build hybrid business models to fulfill the emerging users' needs while also innovate their business models by blending in cross-boundary resources. Basing on their core competence while also evolving new business models, the OTT could create unique synergies and lock-in their target audience in a very specific way.