OTT平台生態系中的競合策略與商業模式探討-以K公司為例

Abstract

隨著全球數位轉型的加速發展，OTT（Over-The-Top）平台已逐漸取代傳統媒體，成為現代娛樂產業的核心驅動力。台灣作為亞洲數位科技的新興市場，其OTT產業的快速崛起提供了豐富的研究背景和實例。根據市場研究預測，未來十年台灣的OTT市場規模將達到新台幣數百億元，成為亞太地區增長最快的市場之一。在這樣的背景下，K公司作為台灣OTT市場的領導者，其成功經驗和競爭策略值得深入探討。K公司不僅擁有強大的內容生產能力，持續推出高品質的原創影視內容，還積極投資於技術創新，利用大數據和人工智慧技術提升用戶體驗和內容推薦精準度。根據最新的市場數據，K公司的原創內容佔據了市場的主導地位，並且獲得了高評價和廣泛的觀眾群體。此外，K公司採取多品牌、多業務的戰略布局，不僅在本地市場建立了穩固的地位，還積極拓展國際市場，形成了廣泛的影響力。透過全球佈局和跨界合作，K公司在國際市場上的表現同樣令人矚目，成為全球OTT產業中的重要參與者。本研究旨在深入探討K公司在多變市場環境中的競爭策略與商業模式，並分析其如何利用技術創新和內容多元化來實現持續的市場增長和競爭優勢。透過對K公司的案例研究，本研究希望能夠揭示台灣OTT產業的發展動態，並為其他企業提供有價值的參考。文獻回顧部分將探討有關OTT平台的發展歷史、技術進步以及市場趨勢，並引用相關學者的研究成果，以建立理論基礎。研究方法部分將詳細說明本研究所採用的質性研究方法結合和案例研究。在研究發現與分析部分，本研究將深入分析K公司的競爭策略和商業模式，探討其成功的關鍵因素，並分析其在市場中的地位和競爭優勢。最後，在結論與建議部分，本研究將總結主要發現，提出具體的實務建議，並指出未來研究的方向。K公司的成功經驗對於整個OTT產業具有重要啟示。首先，內容創新仍然是OTT平台的核心競爭力，優質的原創內容能夠吸引和留住用戶。其次，技術創新是提升用戶體驗的關鍵，先進的數據分析和個人化推薦技術能夠顯著提高用戶滿意度。最後，國際化戰略和跨界合作是拓展市場的重要手段，通過與國際市場的合作，可以擴大品牌影響力和市場佔有率。 未來，本研究建議K公司應繼續保持其在技術創新和內容創新的投入，同時加強與國際市場的合作，以進一步提升其市場影響力和競爭力。在技術方面，應繼續完善數據分析和用戶推薦系統，提升用戶體驗。在內容方面，應加大對原創內容的投入，滿足多元化的市場需求。此外，K公司還應積極探索新的商業模式，如提供企業串流解決方案，增強其獲利能力。透過這些策略K公司將能夠在快速變化的數位時代中保持競爭優勢，實現可持續的市場增長。總體而言，本研究的貢獻在於提供了一個完整的框架來分析OTT平台的競爭策略與商業模式，並通過K公司的案例研究，揭示了在多變市場環境中保持競爭力的關鍵因素。透過這些研究發現，本研究希望能夠為其他OTT平台提供有價值的參考，幫助他們在激烈的市場競爭中找到合適的發展路徑。

With the accelerating pace of global digital transformation, Over-The-Top (OTT) platforms have gradually replaced traditional media, becoming the core driving force of the modern entertainment industry. Taiwan, as an emerging market for digital technology in Asia, provides a rich research context and examples through the rapid rise of its OTT industry. According to market research forecasts, Taiwan's OTT market is expected to reach tens of billions of New Taiwan Dollars in the next decade, becoming one of the fastest-growing markets in the Asia-Pacific region. In this context, K Company, as a leader in Taiwan's OTT market, warrants an in-depth examination of its successful experiences and competitive strategies. K Company not only possesses robust content production capabilities, consistently delivering high-quality original film and television content, but also actively invests in technological innovation, utilizing big data and artificial intelligence technologies to enhance user experience and content recommendation accuracy. According to the latest market data, K Company's original content dominates the market and has received high praise and a broad audience base. Additionally, K Company has adopted a multi-brand, multi-business strategic layout, establishing a firm position in the local market while actively expanding into international markets, thus forming a widespread influence. Through its global presence and cross-border collaborations, K Company's performance in the international market is equally remarkable, making it a significant player in the global OTT industry. This study aims to delve into K Company's competitive strategies and business models in a dynamic market environment, analyzing how it leverages technological innovation and content diversification to achieve sustained market growth and competitive advantages. Through a case study of K Company, this study hopes to reveal the development trends of Taiwan's OTT industry and provide valuable references for other enterprises. The literature review section will explore the development history, technological advancements, and market trends of OTT platforms, citing relevant research findings from scholars to establish a theoretical foundation. The research methodology section will detail the qualitative research methods and case study approach employed in this study. In the research findings and analysis section, this study will conduct an in-depth analysis of K Company's competitive strategies and business models, exploring the key factors behind its success, and analyzing its market position and competitive advantages. Finally, in the conclusion and recommendations section, this study will summarize the main findings, propose specific practical suggestions, and point out future research directions. K Company's successful experience holds important implications for the entire OTT industry. Firstly, content innovation remains the core competitiveness of OTT platforms, as high-quality original content can attract and retain users. Secondly, technological innovation is key to enhancing user experience, with advanced data analysis and personalized recommendation technologies significantly improving user satisfaction. Lastly, internationalization strategies and cross-border collaborations are essential means of expanding the market, as cooperation with international markets can broaden brand influence and market share. Looking ahead, this study recommends that K Company should continue its investments in technological and content innovation while strengthening cooperation with international markets to further enhance its market influence and competitiveness. In terms of technology, it should continue to refine its data analysis and user recommendation systems to improve user experience. In terms of content, it should increase investment in original content to meet diverse market demands. Moreover, K Company should actively explore new business models, such as providing enterprise streaming solutions, to enhance its profitability. Through these strategies, K Company will be able to maintain its competitive edge and achieve sustainable market growth in the rapidly changing digital era. Overall, this study contributes by providing a comprehensive framework for analyzing the competitive strategies and business models of OTT platforms, and through the case study of K Company, it reveals the key factors for maintaining competitiveness in a dynamic market environment. Through these research findings, this study hopes to provide valuable references for other OTT platforms, assisting them in finding suitable development paths amidst fierce market competition.