從我生態的觀點重新定義品牌價值 : 以HTC虛擬實境在教育垂直領域的應用為例

Abstract

品牌是公司獨特的個性，並藉此讓客戶能認出你的產品，服務，或價值。 對於一家公司來說，如果大家了解你的服務、產品和特色，你一定比其他競爭對手更有機會在市場上被注意。在這個淘汰快速的時代﹐一個優秀的企業和品牌，需要因應市場的變化改變原有的獲利與商業模式，同時也帶給品牌新的品牌價值與意涵。 在品牌4.0的時代，品牌應該將消費者視為獨立的消費個體。建築以消費者為中心的我生態圈。讓品牌與消費者有更深層的連結關係。最終的個體有時候是生產消費者，有時候是購買者，有時是決策者，有時候又是其他使用者的財務和精神支柱者資訊提供者和把關者..等等。以每個角色為中心並排可以發展出各式各樣角色相互對話與互動的生態圈。所以企業而言，除了以建立宏觀的商業生態圈視角，更需要從我生態圈的角度整合對於目標消費者有意義的場景和相異的物種與遇見我生態圈的輪廓。一個產業的誕生始終於來自於顧客的需求，而現今的網路與多功的資訊時代改變了許多的生活型態，品牌商可以利用這樣全新品牌概念加成原有的品牌價值，同時也了提供共生，互生，寄生的互補的夥伴協同我生態系。 學生透過HTC企業內部資源盤點，市場的分析，定義目標市場，組織變革，競品分析與服務差異化，打造全新的VR生態系平台，進而發展出全新的服務獲利模式。這是完全不同於以往B2C的商業模式，而是由C2B的消費驅動力。再以個案作為理論架構的實踐，利用HTV Vive 勾畫出新的VR智慧教學場景，從學校，老師，學生接觸最新的VR教育我生態，將全新HTC Vive的品牌元素與概念深植學生的印記，透過建立VR生態鏈的過程與概念，讓HTC Vive在不同的產業領域的品牌塑造與價值，重新定義HTC的技術領導地位。

A brand is a company's unique personality, which allows customers to recognize your product, service, or value.For a company, if everyone understands your services, products, and features, you must have a better chance of being noticed in the market than other competitors. In this era of rapid elimination, an excellent company and brand need to change the original profitability and business model in response to market changes, and also bring new brand value and meaning to the brand. In the era of brand 4.0, brands should treat consumers as independent consumers. Building a consumer-centric ecosystem. Let brands and consumers have a deeper connection. The ultimate individual is sometimes a production consumer, sometimes a purchaser, sometimes a decision maker, sometimes another user's financial and spiritual backbone information provider and gatekeeper ... and so on. Taking each character as a side by side can develop an ecological circle in which various characters interact and interact with each other. Therefore, in addition to establishing a macro business ecosystem perspective, companies need to integrate scenarios that are meaningful to target consumers, different species, and meet the contours of our ecosystem from the perspective of our ecosystem. The birth of an industry always comes from the needs of customers. Today's Internet and multi-functional information era have changed many life styles. Brand owners can use this new brand concept to add to the original brand value. Provide symbiotic, mutual and parasitic complementary partners to cooperate with our ecosystem. . Students use HTC's internal resource inventory, market analysis, definition of target markets, organizational change, competitive product analysis and service differentiation, a new VR ecosystem platform, and then develop a new service profit model. This is completely different from the previous B2C business model, but driven by C2B consumption. Then take the case as a theoretical framework practice, use HTV Vive to sketch a new VR smart teaching scene, from the school, teachers, students to contact the latest VR education and ecology, deeply implant the brand elements and concepts of the new HTC Vive into the students' imprint Through the process and concept of establishing the VR ecological chain, let HTC Vive's branding and value in different industry fields redefine HTC's technological leadership.