台灣地區虛擬實境相關產業競爭策略之研究

The Study of Strategic Competitiveness for Taiwan’s Virtual Reality Industry

10.6342/NTU201601152

王文泰

虛擬實境 ； 競爭策略 ； 產品與行銷策略 ； 商業生態系統 ； Virtual Reality ； VR ； Competitive Strategy ； Product and Marketing Strategy ； Business Ecosystem

國立臺灣大學碩士在職專班資訊管理組學位論文

2016年

碩士

翁崇雄;黃崇興

繁體中文

虛擬實境(Virtual Reality)在2015年開始引起熱烈討論, 國際重要的科技業者 包括Google, Samsung, Sony, HTC, Facebook和Microsoft也都相繼投入相關的商品研發與推廣。台灣面臨產業轉型之際, 如何可以接上這個新興產業的發展,是政府和產業重要的課題。此外, 對於虛擬實境產業中的企業來說,在此產業發展初期的階段,該採取哪些策略才能有效的競爭, 是本研究的主要研究動機。 經過探討相關文獻後, 由於這個產業屬於發展初期的階段, 本研究制定了研究的架構, 從高科技產品生命週期中不同階段的可能策略, 企業創新理論, 以及商業生態系統等進行分析, 並設計從供給與需求兩端的第一手資料的收集,用以完善本研究的分析。 本研究在需求端,透過實際的調查,在此產業初期階段, 幾乎都是40歲以下的男性消費族群,因為不熟悉VR這個新產品,透過體驗是一個重要吸引購買的方式,這個消費族群重視產品的效果, 但對價格的因素不敏感。 在供給端, 透過廠商實際的談談與文獻的分析,確認公司內部資源分配,產品與行銷策略和商業生態系統等不同的策略直接影響產業內的競爭。台灣其他產業如何切入這個虛擬實境產業, 本研究也進行研究與建議。 本研究所建立的研究架構, 資料收集與分析模式, 可以適用於VR的產業分析, 或是產業內之廠商企業策略的規劃, 同時台灣其他產業要切入這個產業的商機找出可能的方向。虛擬實境產業還在發展初始的階段, 本研究也列出許多未來可以探討的議題, 提供產業界與學術界參考。

Virtual reality (VR) has been increasingly attracting attention since 2015. The largest technology firms in the world, such as Google, Samsung, Sony, HTC, Facebook, and Microsoft, have invested in the development and promotion of VR products. For Taiwan, which is undergoing an industrial transformation, the method of entering this emerging business sector has become a hot topic at the national and industrial levels. Because of the growing popularity of VR, this study investigated the strategies that VR firms in Taiwan have used to stay competitive during the early stages of the development of the VR industry. The results of the literature review revealed that the VR industry has recently begun to develop. Accordingly, a research framework based on the theory of business innovation and the concept of business ecosystems was constructed to analyze business strategies applied in different stages of a technology life cycle. Primary data were collected from both supply and demand ends to inform the analysis. At the demand end, the majority of consumers were males aged 40 years and younger with limited knowledge of VR. Providing them with first-hand experience of VR products was a crucial strategy for encouraging their consumption of these products. This consumer group valued product performance and was not sensitive to price factors. At the supply end, the literature review and data on interviews with VR firms suggested that resource allocation, product and marketing strategies, and business ecosystems have all directly affected the competitiveness of firms in the VR industry. Suggestions for firms of other industries in Taiwan to penetrate the VR industry were also proposed. The research framework, data collection method, and analysis process in this study can be used to explore the VR industry and the business strategies of VR firms and develop approaches for firms of other industries in Taiwan to enter this industry. With the VR industry still in its initial stage of development, this study also provided relevant directions to the business and academic communities for future research.

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