以開放式服務創新來設計商業模式-以數位家外電視媒體(DOOH)為例

Using Open Services Innovation to Design Business Model – Case Study of the Digital Out-of-Home Industry

陳鼎元(Ding-Yuan Chen)

指導教授 ： 史欽泰

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2015年)

摘要

現今數位家外電視媒體(Digital Out-of-Home, DOOH)產業的市場結構十分零散，這主要原因是DOOH(包括DPN與DBB/DS)有高度地域性(或空間限制)，本研究希望可以克服零散市場。在第一部分:我們利用「服務體驗工程方法」趨勢研究來找出創新機會，首先以趨勢為基礎 (Trend-based foresight)與脈絡為基礎(Context-based foresight)進行技術應用趨勢研究來進行技術應用趨勢預測，我們發現目前挑戰有:廣告主購買多點DOOH廣告不易、廣告託播商拓點意願不高、區域廣告託播商(或地主)擔心幫競爭對手打廣告。因此我們提出一個後端單位可以讓各地託播商共用檔案且可因地制宜播放，且能做到分散式管理(decentralized management)讓廣告託播業主參與管理播放內容;採用的技術具有No PC/No Wire/No matrix HDMI switch等特色，由於其成本優勢可以降低擴點門檻。在第二部分:我們根據「開放式服務創新」的理念針對DOOH產業提出兩種價值共創的商業模式:單點加盟模式(改變服務的目標顧客群、重新設計價值鏈)與獨立廣告平台模式(連結到更大的商業網絡或生態系統)，其價值主張分別為藉由互聯網/後端單位來縮短廣告託播商(或地主)投資回收期(payback period)與降低擴點門檻並幫助廣告託播商(或地主)進行播放檔案管理。最後我們認為可繼續利用開放式服務創新來克服零散市場，達到「後端單位全球化」與「前端單位在地化」，唯有如此，才能與顧客共同創造服務體驗，創造競爭優勢。

關鍵字

家外廣告 ； 開放式創新 ； 服務創新 ； 互聯網

並列摘要

So far, the market structure of the digital out-of-home (DOOH) advertising industry has been very fragmented due to the fact that the DOOH media is localized in nature. The study is aimed to overcome the fragmentation. First, “service experience engineering (SEE)”is used to identify innovation opportunies.The so-called“trend-based foresight” and “context-based foreight” were employed to find potential challenges.To solve the challenges, the proposed system has three characteristics: location-based, file sharing and decentralized management. Secondly, we use the concept of “open services innovation” to design two business models for the DOOH industry: “The franchise model”is based on the concepts of“changing target customers”and “redesigning supply chain”; “the independent platform model” is based on the concept of“leveraging a larger ecosystem”. In conclusion,“backend system globalization”and “frond-end localization”will be critical to create competitive advantages for DOOH players.

並列關鍵字

out-of-home advertising ； open innovation ； services innovation ； internet

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