全球經濟成長趨緩,各國政府與業者無不絞盡腦汁以期刺激消費及爭取消費者的青睞。然而,越來越多的證據顯示傳統的行銷與經濟手段已經無法有效達成促進經濟成長的目的。因此,業者逐漸轉移產品導向思維朝著服務導向的思維邁進,期待突破成長的困境。然而,因為網路的發達以及雲端計算的成熟,各行業都受到不同程度的衝擊,讓未來充滿不確定性。於是,企業本身商業模式的調整與修改就顯得格外重要。本研究採用專家訪談以及情境分析法,產出影像監控產業網路化的情境軸面並推演出出師未捷、利涉大川、鴻漸於陸以及巳日乃革等四個未來可能的情境,並從經濟的角度選出巳日乃革為最具發展潛力的情境,接著,再以Osterwalder九宮格商業模式架構發展其商業模式。 在巳日乃革情境中我們得到以下兩點結論。第一、服務導向的客戶價值主張將是影像監控產業網路化情境中商業模式的核心價值。第二、採取Pay-as-you-go按需付費機制的智慧影像加值服務將是一個新的商業模式。由於本研究得到影像監控產業網路化的趨勢已經確立,對於相關業者的建議是應該積極提升對網路的相關知識以及建置能力並改變產品導向的思考模式,從智慧影像加值服務的定位來突破影像監控產業成長的困境。
Governments and enterprises all over the world rack their brains to stimulate consumption because globe economic growth slowed recently. However, more and more evidences show that traditional marketing and economic means cannot reach the target of economic growth. So, they expect to break through the dilemma by changing their mindset from product-oriented to service-oriented. Nevertheless, the future is uncertain and industries are impacted because of Internet and cloud computing. Thus the modification and adjustment of business model is important. Using scenario planning to explore IP based video surveillance trend, we got four reasonable scenarios. From economic point of view, we concluded high business model creation and high marketing demand scenario is potential one. In this particular scenario we think service-oriented will be core value proposition of Video Surveillance as a Service and pay-as-you-go could be a new revenue stream of intelligent video value-add service.