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    題名: COVID-19影響下會展廠商創新商業模式之研究 -以M公司為例
    Research on the Innovative Business Model of the MICE Agency under the Influence of COVID-19 -Take M company as an example
    作者: 潘瑞蓮
    Pan, Jui-Lien
    貢獻者: 詹文男
    潘瑞蓮
    Pan, Jui-Lien
    關鍵詞: 虛擬會展
    混和式會議
    虛擬展覽
    創新商業模式
    Virtual Event
    Hybrid Event
    Virtual Exhibition
    Innovative Business Model
    日期: 2021
    上傳時間: 2021-09-02 16:13:03 (UTC+8)
    摘要: 自2019年年底爆發的COVID-19新冠疫情至今，全球各地疫情起起落落，即便在接種疫苗後，還是持續受到變異病毒的突破性感染。後疫時代逐漸發展出零接觸經濟。一般的會議若只是單純的議程或要求簡單的報名機制及登入作為後續追蹤的依據，類似Zoom、Google Meet 及Webex 等工具可解決其需求。若行銷人員想要策劃一個比較完整的中大型會議，具有多個主題演講、分場會議的議程以及讓合作夥伴展示產品或服務的線上會議或論壇，則需要一個專業的虛擬會展活動平台。

    本研究之個案M公司，因為疫情洞察未來虛擬會展將是剛性需求，於是應用數位科技，整合公司組織資源，加上20多年的會展行銷經驗，籌畫推出創新商業模式之虛擬會展解決方案，提供嶄新的價值主張給目標客層，藉此滿足原有的客戶需求，同時發展新的目標客層。本研究應用商業模式九宮格，審度會展廠商過去的商業模式去蕪存菁。其次分別以PEST分析了解整體外在環境的變化，以SWOT分析評定M公司內部的優劣勢及外部的機會威脅。虛擬會展少不了數位科技的應用，包括AI人工智慧追蹤數位足跡、Cloud Computing雲端運算使其更具延展性、Edge Computing邊緣運算與雲端運算相輔相成實現低延遲不間斷的服務、AR/VR 沉浸式體驗及5G環境應用。更重要的以「市場共通性、資源相似性」進行競爭者分析找出新的價值主張定位，最後產出會展廠商未來的創新商業模式。

    在此創新商業模式的虛擬會展平台中，您能依據品牌風格建立完整呈現產品資訊之虛擬展攤或會議空間。該平台滿足真正的商務需求，透過預約洽談媒合功能，參展商可安排業務人員直接與客戶線上對談，如同實體會展的互動體驗，與會展被賦予的溝通價值。創造主辦單位、與會廠商、客戶三贏的互動平台。同時以遊戲化的方式賦予平台趣味性提高參與度，在平台中設計“積分獎勵機制”及”遊戲區”，刺激參觀者之參觀流量及收看率。
    Since the outbreak of the COVID-19 at the end of 2019, epidemics around the world have fluctuated up and down, and even after being vaccinated, they have continued to suffer from breakthrough infections by variation viruses. In the post-epidemic era, a zero-contact economy has gradually developed. If the general meeting is just a simple agenda or requires a simple registration mechanism and login as the basis for follow-up tracking, tools such as Zoom, Google Meet and Webex can solve their needs. If a marketer wants to plan a relatively complete medium and large conference, with multiple keynote speeches, an agenda for tracks/sessions, and online conferences or forums for partners to display products or services, they need a professional virtual event platform.

    In the case of this research, M company, because the epidemic has insight into the future virtual event will be a rigid demand, so it uses digital technology, integrates the company’s organizational resources, and more than 20 years of conference & exhibition marketing experience, plans to launch an innovative business model of virtual event solutions to provide the brand-new value proposition is given to the target audience, so as to meet the original customer needs and develop new target audiences at the same time. This research applies the Business Model to review the past business models of event services to eliminate the chaos. Secondly, PEST analysis is used to understand the changes of the overall external environment, and SWOT analysis is used to assess M company`s internal strengths and weaknesses, external opportunities and threats. The application of digital technology is indispensable for virtual events, including AI to track digital footprints, Cloud Computing to make it more malleable, Edge Computing and Cloud Computing complement each other to achieve low-latency uninterrupted services, AR/VR immersive experience and 5G environment application. It is more important to analyze competitors with "Market Commonality and Resource Similarity" to find new value proposition positioning, and finally produce future innovative business models for events.

    In this virtual event platform with an innovative business model, you can create a virtual exhibition booth or conference space that fully presents product information based on the brand style. The platform meets real business needs. Through the appointment and matching function, exhibitors can arrange business personnel to directly talk with customers online, just like the interactive experience of a physical event and the value of communication with the event. Create a three-win platform for organizers, parters, and participants. At the same time, gamification is used to give the platform fun and increase participation, and the "point reward mechanism" and "game area" are designed in the platform to stimulate the visitor flow and viewing rate of visitors.
    參考文獻: 一、國內文獻 （中文）
    1. 克里斯汀生 (2017)：《創新者的DNA》。
    2. 克里斯汀生 (2020)：《創新的用途理論》。
    3. 沈燕雲、呂秋霞 (2007)：《國際會議規劃與管理(第二版) 》。
    4. 金津美樹 (2015)：《圖解獲利時代 實戰操作手冊》。
    5. 金津美樹 (2020)：《商業模式創新 實戰演練入門》。
    6. 彼得杜拉克 (2002)：《杜拉克日誌》。
    7. 彼得杜拉克 (2020)：《創新與創業精神》。
    8. 林聖宗 (1995)：<台灣地區會展產業現況之研究>，台灣博碩士論文知識加值系統。
    9. 詹文男 (2020)：《數位轉型力》。
    10. 經濟部國貿局 (2019)：<我國會展產業發展概況>。
    11. 龜井卓也 (2019)：《5G來了》。
    12. Alexander Osterwalder (2015)：《價值主張年代》。

    二、國外文獻
    1. Allied Market Research (2021)：”Event Industry by Type.”
    2. Arnold, M. K. (2002)：”Build a Better Trade Show Image.”
    3. H. Weihrich (1982)：”The TOWS Matrix a Tool for Situational Analysis.”
    4. Harvard Business Review (2015)：”What is a Business Model?”
    5. Harvard Business Review (2020)：”Industrial Firms Need to Give Their Customers a Digital Experience.”

    三、網際網路
    1. 產業風波：一隻病毒肆虐兩樣情 (2020)
    https://www.ieatpe.org.tw/magazine/ebook346/storypage02.html
    2. 資策會MIC看2021年轉型技術新趨勢 (2020)
    疫情觸發企業思維改變： 5G、雲端、AI加速數位轉型
    https://www.ithome.com.tw/news/141924
    3. 8秒3點的網路心理 (2011)
    https://www.cw.com.tw/article/5005392
    4. 10 Proven Virtual Event Audience Engagement Ideas (2021)
    https://www.markletic.com/blog/virtual-event-engagement/
    5. Covid continues to wreak havoc on the events industry (2021)
    https://investmentmonitor.ai/investment-monitor-events/covid-wreak-havoc-events-industry
    6. Exbition Online
    https://www.exhibitoronline.com/topics/article.asp?ID=1797
    7. IDC 2021年全球數位轉型10大預測 (2020)
    https://www.idc.com/getdoc.jsp?containerId=prAP46984920
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    105932094
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105932094
    資料類型: thesis
    DOI: 10.6814/NCCU202101512
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    209401.pdf5120KbAdobe PDF21檢視/開啟


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