數位虛擬人的商業模式研究—以H公司為例

Abstract

在AR/VR硬體逐步成熟後，元宇宙時代需要提供給使用者更優質、豐富的內容。人工智能、動作捕捉及AR/VR等前端技術，可整合建構於「數位虛擬人」的內容載體，大幅增加互動及娛樂體驗。 現階段眾多廠商投入資源，百家爭鳴地推出數位虛擬人解決方案，主要包含上游核心技術、中游系統整合及下游IP運營三個面向，各自有其優劣勢與考量。但由於技術、成本、內容、受眾等因素複雜，許多項目都未必能在市場上獲利。然而，H公司卻順利複製成功經驗，打造超過20位在YouTube上獲得百萬以上訂閱的虛擬YouTuber，究竟為何其能夠在眾多競爭對手中脫穎而出呢？ 本論文運用創新、管理、創業等案例分析框架，一步步解析H公司的成功策略，包含以「破壞性創新」觀念探究技術端突破、以「波特五力」全面確認產業整體脈絡、以「POCD分析」、「BCG矩陣」及「商業模式圖與價值主張圖」從創業的多角度面向來探討其面對的種種困難及解決之道。進而我們能夠總結出H公司從紅海中取得巨大成功的關鍵因素。 最後提出數位虛擬人的3D策略─Define、Design及Desire，做為未來元宇宙時代中數位虛擬人的商業模式建議，期待該產業可成為元宇宙生態系裡不可或缺且商機蓬勃的發展方向。

After the gradual maturity of AR/VR hardware, content providers need to create more high-quality and rich content for end-users in the Metaverse era. Cutting-edge technologies such as artificial intelligence, motion capture, and AR/VR can be integrated with content carriers constructed on 'digital virtual humans' to greatly increase the interactive and entertainment experience. At this stage, many manufacturers have invested resources to launch variant digital virtual human solutions, which mainly include three aspects: upstream core technology, midstream system integration, and downstream IP operation. Each has its own advantages, disadvantages, and considerations. However, due to complex factors such as technology, cost, content, audience, etc., many projects may not be profitable in the market. Nevertheless, H company has successfully replicated its successful experience and created more than 20 virtual YouTubers who have received more than one million subscriptions on YouTube. Why can it stand out from its competitors? This paper uses the case analysis framework of innovation, management, entrepreneurship, etc. to analyze H company’s successful strategy step by step, including exploring technological breakthroughs with the concept of 'disruptive innovation', fully confirming the overall industry context with 'Porter's Five Forces', and using 'POCD Analysis', “BCG Matrix”, and 'Business Model Canvas and Value Proposition Canvas' to discuss the difficulties and solutions they face from multiple perspectives of entrepreneurship. In the end, we can summarize the key factors that H company can achieve great success from the Red Ocean. Finally, 3D strategies for digital virtual humans-Define, Design, and Desire are proposed, as business model suggestions for digital virtual humans in the future Metaverse era, and it is expected that this industry can become an indispensable and flourishing development direction of the Metaverse ecosystem.