次世代智慧電視的研究

Abstract

電視機製造業者受到智慧裝置(Smart Device)，例如智慧手機Smart Phone與平板裝置Tablet/iPad)等，對原有一般裝置市場大幅沖擊的影響，同時也觀察到因為Tablet/iPhone與Smart Phone的興起，帶動了消費者在產品的需求與應用上的改變，以及智慧家庭(Smart Home)的興起與電信業者尋求新服務的商機，故期許智慧電視機(Smart TV)的推出，能比一般電視機銷售增加更多的營收與利潤。本研究即據此而提出次世代智慧電視的研究。 本論文首先分析了台灣電視機產業的現況，再依據顧客和電視機製造業者的價值主張與需求分析，同時加上觀察到市場上對於多屏互動(Multiple Screen Interactive)的需求，據此提出符合藍海策略行動架構的次世代智慧電視機的規劃。期許能解決推動智慧電視時，在市場上可能遇見的問題：價格定位問題、以遙控器操作的人機界面問題與需要購買全新的智慧電視機等問題。透過本研究的成果，希望能對於次世代智慧電視機的產品定位、服務與市場有些許的貢獻之力。

The TV Manufactures are aware that a smart device (e.g. Smart Phone, Tablet/iPad etc.) has the big market impact to a regular one. They also observed customer has changed on the demands of product specification and application due to the introduction of smart devices. Furthermore, the raise of smart home market and the intend of looking for new business models from telecom operators also let the TV manufactures expect more revenue and profit from smart TV. Therefore, this thesis focuses on the study of next generation smart TV. Inside this thesis, an analysis to current Taiwan TV manufacture industry is provided. Based on the value proposition and demand from end users and TV manufactures, in addition with the new market demand on multiple screen interaction, a novel next generation smart TV based on the Blue Ocean Strategy is planned and presented. The thesis proposes suggestions to solve the problems of price position, user interface and user experience via remote controller, and why customers need to buy a new smart TV but can't enjoy the smart TV service by leveraging the regular TV set.