虛擬網紅孵化器商業計畫書

Abstract

新冠肺炎剛開始肆虐的2020年，疫情恐慌、百業蕭條的至黑時刻，影音社交平台成了不可或缺的存在，讓宅在家的大眾有了排解寂寞的消遣。平台上的一股直播新勢力趁勢崛起，在他們的影片中上沒有真人，取而代之的是各色2D/3D角色皮囊，融合不同動物、種族轉生的魔幻人設為表演增添趣味，他們是-Virtual YouTuber （簡稱VTuber）。 隨著訂閱者的增加，VTuber的網路影響力也逐漸擴大，至今也開始往其他社交平台發產，晉升成網紅。其粉絲黏著度高與互動性強的特性，也讓他們成為品牌廠商想合作的新對象。這些現象也讓此產業在近年受到投資人的青睞，日本的虛擬網紅經紀公司Nijisanji在2022年上市，從創辦到上市僅花了五年時間，足以見到這個市場的巨大潛力。 此商業計畫透過文獻蒐集與台灣的虛擬網紅經紀公司訪談初探本土市場缺口，提出虛擬網紅孵化器作為市場需求的問題解方，而後運用五力分析、SWOT等分析方法梳理競爭優勢，描繪出市場發展利基。筆者用較大的篇幅解構商業模式，將企業的潛在客戶分為創作者、網紅經紀公司、企業主三類，以此三面向補充敘述不同的獲利模式。其中證明商模概念的篇章，提供市場實測的經營數據，向投資者充分的證明虛擬網紅的變現能力，值得投入產業運營。 關鍵詞：虛擬網紅、虛擬偶像、VTuber、虛擬網紅經紀公司、商業計畫書、網紅經濟

The video social network such as YouTube has been an important existence for people who need to keep the social distance with others to kill their lonely time in 2020, when the covid-19 was just beginning to ravage. A new streaming video force on YouTube was taking advantage of this dark period. They are -Virtual YouTuber (VTuber), who publish content as beautiful 2D/3D characters that are performed by humans. VTubers are active across many different social platforms, with the increase of subscribers and followers, they also have gradually become a group of social influencers or key opinion leader in certain field. The characteristics of high fan stickiness and strong interaction also make them a new object that brand manufacturers want to cooperate with. These phenomena have also made this industry favored by investors in recent years. A virtual influencers management company “Nijisanji” was listed in 2022 in Japan. It only took five years from its establishment to its listing, which is enough to see the huge potential of this market. This business plan initially explores the local market through interviews with virtual influencer management companies in Taiwan and proposes a “virtual influencer incubator” as a solution to the market demand. The author deconstructs the business model and divides the potential customers of the incubator into three categories: creators, influencer management companies, and brand advertisers, and uses these three aspects to describe various profit models. In addition, there is a chapter that provides experiment data as a proof of concept of this business model, which fully proves to investors that the virtual influencers industry has huge monetization potential and is worth investing in. Keywords: VTuber, Virtual YouTuber, Virtual Influencer, Influencer Management, Business Plan, Influencer Economics