| Summary: | 碩士 === 朝陽科技大學 === 企業管理系 === 104 === In the next decade, Virtual Reality (VR) should be one of the hottest industries in the world. For example, Facebook has invested over US$2 billion in Oculus, a newly start-up VR company. Besides, Oculus has cooperated with Samsung and Microsoft to develop some different kinds of VR facilities which are supported by smartphone or desktop computers. Another example as Sony also debuted a prototype of VR facility, which was combined with Play Station 4. More companies as Google, Apple and some high-tech companies also announced to enter the VR industry. These companies have adopted different levels of VR technology to development their own VR products. The cheapest one only charges US$30 (Google Cardboard) to US$200(Samsung Gear VR). However, the most expensive might be over US$600 (Oculus Rift) and its users have to prepare a high-end PC to drive the VR facility. All of these things mean that VR market is not mature now and should be full of risk in the future. According to many famous financial presses, they have forecasted the production value of VR industry might be over US$150 billion in 2020. hTC company, which this study focuses on, is the most famous smartphone company in Taiwan. It has announced its 1st VR product - hTC Vive, which has adopted the cutting edge VR technology to perform the complete “fully-immersive” VR services. hTC tries to enter VR industry to create the next golden era. Thus, this study attends to adopt the methodology of business model generation approach, which contained 9 building blocks, including value propositions, customers segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure (Osterwalder and Pigneur, 2012). Based on these 9 building blocks, this study develops an innovative business model in the viewpoints of experiential marketing so as to create the apostle branding value for hTC. In conclusion, this study constructed a long-term Strategy via the innovative business model for “hTC Vive” to conquer the globalized VR market.
|
|---|
