台灣展示科技整合服務廠商之經營策略研究－以T公司為例

Abstract

'「展示科技」(Exhibition Display Technology) 係指可應用於商業、服務、會展、博物館甚或大型表演等展示活動，從「展示環境」或「觀眾體驗」兩個面向提供「展示服務」之現有或概念性科技，例如LED螢幕、投影設備、觸控、動作偵測、擴增實境”，而「展示科技整合服務業」則指”運用「展示科技」提供「創意整合服務」之相關行業”。作為新興服務領域，展示科技市場現況、競爭態勢等資訊尚無相關研究予以揭露。 為瞭解展示科技整合服務業之未來競爭策略，本研究透過代表性個案探討，對展示科技三大服務領域「博物館」、「觀光工廠/企業館」及「互動式行銷」之產業現況、競爭態勢及與成長策略。研究結果如以下三點結論： 1.觀光工廠/博物館因案源不穩規模較小，互動式行銷則因競爭激烈且廣告代理商較占優勢，宜採維持策略維持現況。 2.國內博物館服務市場模不大但有穩定案源，大陸博物館市場成長快速規模龐大，個案公司宜採成長策略提高市占。 3.差異化策略是提高兩岸博物館服務市占率的關鍵。個案公司需透過規模、品牌與技術差異化提升核心優勢。

Exhibition Display Technology (EDT) means that the technology can be used in exhibitions or commercial occasions which provide interaction or immersive experience; such as LED, motion detection, augmented reality...etc. The ‘EDT Integration Industry’ refers to those who can use the industry creatively and to provide ‘interactive experience’ services. As for the immersive industry, there are no related research indicated the revenue and competition status. This study research aims to realizing the growth strategy of EDT Integration Industry and analyzing the market share and competitive circumstance of three main service categories; ‘museum’, ‘tourist factory/corporate museum’ and ‘interactive marketing’. The following are the case study of the ‘T company’. 1. The business of the ‘tourist factory/corporate museum’ is not stable, T company should maintain the status quo and keep revenue stream; Because nowadays EDT company has little competitive advantage under such keen advertising competition of the ‘interactive marketing’. 2. There is opportunity to pursue sales growth in domestic museum service market and since the market in China has been grown huge and rapidly. T company should take action on applying growth strategy and pursuing more market share in museum services market. 3. The differentiation strategy is the key to increase the ratio of museum services market share in Taiwan and China. T company should enhance core strengths by enhancing differences in the company's scale, brand and R&D.