虛擬實境娛樂產品在中國市場發展策略之個案研究

自從臉書（Facebook）在2014年花了20億美金收購了Oculus，虛擬實境（Virtual Reality）的技術發展在產業界就引起了眾多的關注，而產學研也都投注大量的資源，尋求虛擬實境的應用機會，一時之間，虛擬實境變成為產業的顯學。儘管如此，虛擬實境設備的終端消費市場並沒有如預期的蓬勃發展。究其原因，應與軟硬體產品品質與消費者體驗有關。為探討虛擬實境娛樂產品的可能機會，本研究擬針對較早進入此一市場的HTC公司，是否與如何進入中國虛擬實境娛樂產業市場，尤其是以一個外資的角色，該採取何種進入策略，進行深度的個案研究，期望能由此一探索性研究，提供對虛擬實境商機可能性的討論。本研究首先透過市場資料收集，瞭解市場的趨勢和規模，建立中國市場可能的機會與潛在的問題，再剖析個案公司如何根據自我的強項與不足的地方，選擇與當地廠商合作，配合當地的資源，擬定一個可行的進入模式方案。本研究最後提出一個適合HTC進入中國虛擬實境娛樂產業市場的分析和策略，並建議如何加強其核心能力，建構模仿障礙，也運用自己在內容和平臺的優勢，透過平臺收集數據資訊，產生其他商務槓桿的效應。此外，本研究建議廠商應該妥善運用本研究的分析邏輯，緊密地觀察新科技的循環和變化趨勢，以尋求下一步提前對市場改變做充分的準備。

關鍵字

虛擬實境；娛樂產業；價值網；進入策略

並列摘要

The emergence and evolution of virtual reality technology has attracted substantial attention from both research institutes and industrial investors. Abundant efforts have made on the exploration of feasible applications and business opportunities. Despite of these efforts, however, so far market responses are yet to meet people’s expectation. To further investigate potential business possibilities, this thesis undertakes a case study based on the ongoing experience of HTC, one of the pioneer compaies in the virtual reality market, in tackling China market opportunities of VR arcade stores, espeicially its entry mode and strategies. With this reseach effort, we hope provide critical lessons to other market contenders. Our study starts with an analysis on the business opportunities of China's virtual reality arcade stores based on data collected, and the strength and weakness of HTC. By analyze market trends, potential scale, problems and opportunities, we then advise feasible entry mode for HTC as a foreign entrant. We suggest that HTC establish imitation barriers based on its distinctive competence and collaborate with local vendors with different forms of partnership to enhance value creation opportunities while reducing risks. Finally, by aggregating usage information HTC can design further business leverage with new business applications based on vitually reality technology.