數位家庭伺服器(殺手級運用)在未來數位家庭生活的市場行銷策略分析

Enabling Digital Home:Market Analysis and Strategy of Home Server (Killer Platform) for Future Digital Home

林孟洲(Joe Meng-Jou Lin)

指導教授 ： 黄恆獎

國立臺灣大學/管理學院/國際企業管理組/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10249

摘要

由於寬頻網路的日益普及，以及數位匯流應用的推波助瀾下，「數位家庭」已成為未來最被矚目之殺手級應用。本研究將針對未來數位家庭之發展趨勢，提出業界獨一創新之數位家庭平台—數位家庭伺服器（Home Server），此平台將成為未來家用多媒體及網路家電的伺服器中心，提供未來數位家庭的各式殺手級應用。

目前數位家庭正面臨兩大挑戰：第一點是現今一般家庭客廳中擺放了太多的盒子在電視機旁邊，例如DVD錄放影機、有線電視機上盒、IP機上盒、遊戲盒、多媒體機等等。但目前大多數的裝置都僅能提供某些特定功能，太多的盒子已造成使用者操作及管理的諸多不便。第二點是太多的影音內容散亂於電腦、DVD、筆記型電腦或隨身碟等各種不同的裝置上，如何讓多媒體影音內容得以在家庭中分享與管理，已成為未來數位家庭娛樂的一大挑戰。

本研究方法源自於數位家庭之需求分析，並針對目前已可行之技術及未來趨勢來提出此創新之數位家庭平台。本研究中我們觀察到以下幾點趨勢: 1.光纖到府已不是夢，未來家庭將有充足的固定及行動網路頻寬可供使用；2.使用者自行產生內容將比商業影音內容成長快速；3.需要具有互動性及方便性以提供及分享影音內容。

本研究根據以上幾點觀察，提出贏的新產品開發計劃及市場行銷策略。

本研究所提出的創新數位家庭伺服器，將提供未來數位家庭的各式殺手級應用，消費者可以透過此平台，達到各種家用多媒體及網路家電產品的相容性，讓消費者享受高科技、豐富的影音娛樂以及多元服務的數位家庭生活。在本研究中，我們不但深入探討數位家庭產業，並根據藍海策略的理念及原則，發現數位家庭伺服器具有相當獨特的創新價值。在經過嚴謹的分析及探討後，我們確認本研究所提出的新一代數位家庭伺服器將成為藍海策略的創新產品，預估將產生數以百億計的經濟效益。

關鍵字

數位家庭 ； 數位家庭伺服器 ； 個人電台 ； 需求分析 ； 藍海策略

並列摘要

Due to the increasing penetration of established broadband infrastructures and the emerging technology of fixed mobile convergence, digital home will soon become the global phenomenon in the near future. In this study, a revolutionary digital home platform, Home Server, is proposed. This industry’s first platform can potentially meet most requirements for current and future home.

Currently, there are two major challenges involved in the digital home. At first, there are too many boxes next to TV including DVD, Cable Box, IP Set Top Box (STB), Game Box, studio, and many more. Most devices were designed to serve certain purpose initially. It becomes a big challenge for users to manage those boxes. Secondly, there are too many personal contents scattered around PC, DVD, notebook, and USB memory stick.

Our approach roots from need analysis and tries to leverage existing technology components coping with trend on 1) abundant fixed-line and mobile network bandwidth, 2) growing of personal content instead of commercial content, and 3) interactivities and availability of content nature.

A winning product plan and marketing strategy for this ideal product were presented.

The Home Server looks promising to offer many needed features which customers are long looking for. We studied the Home Server according to the principles of blue ocean strategies and finds Home Server has unique value innovation. Two scenarios of using Home Server were proposed and studied. We concluded that Home Server is a blue ocean product which has great potential to generate multi-billion dollar revenue in the near future.

並列關鍵字

Digital home ； Home server ； Personal station ； Need analysis ； Blue ocean strategy

參考文獻

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