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| Title: | 元宇宙的商業分析－以H公司為例
Business Analysis of Metaverse – A case study |
| Authors: | 蘇東柏
Su, Tung-Po |
| Contributors: | 洪叔民
Horng, Shwu-Min
蘇東柏
Su, Tung-Po |
| Keywords: | 元宇宙
虛擬實境
擴增實境
人工智慧
商業模式
使用者行為
產業趨勢
安索夫矩陣
商業模式圖
Metaverse
Virtual Reality
Augmented Reality
VR/AR
Artificial Intelligence
Business model
User behavior
Industry trends
Ansoff Matrix
Business Model Canvas |
| Date: | 2024 |
| Issue Date: | 2024-07-01 12:24:42 (UTC+8) |
| Abstract: | 2024年2月，蘋果Vision Pro頭戴裝置的問世，再次點燃了社會大眾對「元宇宙」這一新興科技概念的熱議。元宇宙科技是一種持續整合虛擬實境（VR）、擴增實境（AR）、區塊鏈（Blockchain）等技術的沉浸式虛擬世界，預期將給人類生活和互動方式帶來顛覆性改變。
元宇宙概念從1992年在科幻小說內就出現過，小說中描述了一個全虛擬的沉浸式體驗新世界，每個人會裡面有自己的數位分身，既能跳脫出原本的生活框架卻又與日常生活緊密結合。本研究探討跨國科技公司H公司如何從原本的手機製造業，轉戰虛擬實境並規劃進軍元宇宙產業，分析其元宇宙相關的商業模式及使用者行為。
研究發現，隨著手機業務銷量下滑，H公司看準元宇宙的發展潛力，開始切入虛擬實境領域。然而，目前H公司在營收和獲利方面仍未取得理想成果，反映大眾對元宇宙尚未完全認同。產業發展遇到的主要阻礙包括頭戴裝置成本高昂、使用習慣改變的障礙，以及缺乏統一的技術標準等。即使如此，H公司也已逐步建立開放式的商業模式，涵蓋軟硬體開發、虛擬活動票務分潤、為企業客戶提供客製化服務等，期望在元宇宙生態系統持續發展中占有一席之地。
最後，作為虛擬實境先行者之一，H公司的元宇宙布局目前仍處於起步階段。本研究建議，公司可進一步深耕企業客戶市場，並將元宇宙發展與當下主流科技趨勢（如AI、5G等）相結合，以尋找新的業績增長機遇。鑒於元宇宙產業仍在快速發展中，未來研究可持續追蹤最新產業動態，並訪談更多國際性的從業人員，以獲得更全面的了解。
In February 2024, the debut of Apple's Vision Pro headset reignited public discussion about the emerging technology concept of the "Metaverse." Metaverse technology integrates virtual reality (VR), augmented reality (AR), blockchain, and other immersive technologies into a virtual world, expected to bring disruptive changes to human life and interaction.
The metaverse concept first appeared in science fiction in 1992, describing a fully virtual immersive experience where individuals have their own "avatars", allowing them to escape from their regular lives while remaining closely connected to everyday life. This study explores how multinational technology company H Corporation transitioned from its original focus in smartphone manufacturing to the virtual reality sector and planned entry into the metaverse industry, analyzing its metaverse-related business models and user behaviors.
The research found that as smartphone sales declined, H Corporation identified the development potential of the metaverse and began entering the virtual reality field. However, H Corporation has yet to achieve ideal revenue and profitability in this area, reflecting incomplete public acceptance of the metaverse. Key obstacles faced by the industry include the high cost of headgear devices, challenges in changing user habits, and a lack of unified technical standards. Nonetheless, H Corporation has gradually established an open business model covering software and hardware development, profit-sharing from virtual events, and providing customized services to corporate clients, aiming to secure a position in the evolving metaverse ecosystem.
As one of the pioneers in virtual reality industry, H Corporation's metaverse layout is still in its early stages. The study suggests that the company could further explore the corporate customer market and integrate metaverse development with current mainstream technology trends (such as AI, 5G, etc.) to identify new revenue growth opportunities. Given the rapid development of the metaverse industry, future research should continue to track the latest industry trends and interview more international practitioners to gain a comprehensive understanding. |
| Reference: | 一、 中文文獻
中央社（2017），宏達電20年興衰史 成也手機敗也手機，
https://www.cna.com.tw/news/firstnews/201709210106.aspx，擷取日期：2024年5月3日。
紐約時報中文網（2013），高不成低不就，HTC自救難，
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陳淑蕙（2022），禮品業數位轉型策略研究與創新商業模式—以捷迪實業為例，
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數位時代（2021），Roblox紐交所直接上市，市值突破450億美元！目標超
越遊戲打造「虛擬世界」，https://www.bnext.com.tw/article/60169/roblox-ipo-game-coronavirus，擷取日期：2024年5月6日。
stock feel（2021）當年手機事業慘遭蘋果「碾壓」hTC 能再創輝煌嗎？，
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Yahoo!新聞（2024）1年虧損161億、大規模裁員！「股價卻飆升至歷史新
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Yahoo!新聞（2016），Valve、HTC：Vive 是這樣煉成的，
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二、 英文文獻
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The Guardian (2023). Who needs the Metaverse? Meet the people still living on
Second Life, Retrieved from https://www.theguardian.com/technology/2023/jun/10/who-needs-the-metaverse-meet-the-people-still-living-on-second-life on May 9, 2024. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363034 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111363034 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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