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研究生: 葉桐林
Tung-Lin Yeh
論文名稱: 虛擬實境產品發展策略之個案研究
A case study on the development strategy of virtual reality products
指導教授: 周碩彥
Shuo-Yan Chou
游進陽
Chin-Yang Yu
口試委員: 周碩彥
Shuo-Yan Chou
游進陽
Chin-Yang Yu
郭伯勳
Po-Hsun Kuo
施劭儒
Shao-Ju Shih
學位類別: 碩士
Master
系所名稱: 工程學院 - 高階科技研發碩士學位學程
Executive Master of Research and Development
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 77
中文關鍵詞: 虛擬實境產品
外文關鍵詞: 4G, 5G, AI, T-Plan
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跟隨著科技日益精進,網路通訊帶來了聯絡方式的改變,也為日常生活帶來了便捷及效益,4G (4th generation wireless systems)通訊驅動了物聯網產業(Internet of things, IoT)及網路視訊的迅速發展,也帶動虛擬實境(Virtual Reality, VR)、擴增實境(Augmented Reality, AR)及混合實境 (Mixed Reality, MR)等等的虛擬實境產品發展;虛擬實境產品正愁於網路延遲和頻寬的問題產生應用上的暈眩不適,5G (5th generation wireless systems)通訊的發展,解決了網路頻寬和延遲問題,近期又因搭配人工智慧(Artificial Intelligence, AI)技術推動等創新服務應用,使得VR、AR及MR的應用,不再只是被運用於網上遊戲及休閒娛樂用途而已,近來亦被廣泛運用在通訊互動活動、醫療和遠距互動教學等項目上。然而無獨有偶的,於2019年11月爆發新型冠狀肺炎病毒(COVID-19)至今仍然未見消弭的狀態,讓全世界的經濟發展態勢每況愈下。從產業結構到日常生活的改變,產業界人士避免的很多的出差;但也造成了產業間及跨國際間產品協作,諸多疫情隔離法令政策的限制而影響了新產品開發時程,影響甚巨。因而虛實整合的虛擬實境產品被引用在遠距協作的運用,舉凡工廠實境應用方面,適用於新產品應用導入初期的訓練,為了縮短學習時間,加快新人上手的速度,管理者讓產線上的操作人員在投入工作前,事先運用虛擬實境產品進行預設現場環境的模擬作業流程指導的體驗。也適用於機械操作、硬體設備的安裝指示與維修時序等或其他工商業相關服務。
本研究先透過PEST分析整體外在環境掃描後,再用SWOT分析來審視虛擬實境產品的市場機會和企業內部的競爭力分析,調整組織結構及核心資源來提升執行效率,再利用波士頓矩陣(BCG Matrix)檢視個案事業單位現有產品類別分布,架構模擬工廠之實驗室場域,搭配實境眼鏡產品為媒介,來進行跨國新產品遠距協作,以補強現有公司獲利痛點;爾後再利用策略技術藍圖快速導入法(T-Plan)來規劃個案事業團隊2021到2023年,這三年的產品策略藍圖。


The increasing speeds of mobile and home network have accelerated the development of virtual reality related industries such as the Internet of Things (IoT) at other segments. More and more people believe that 5G (fifth generation wireless system) and AI (artificial intelligence) applications make VR, AR and MR no longer just for online games. Recently, it has also been more widely used in interactive communication activities, medical and remote interactive teaching projects. Since November 2019, the coronavirus (COVID-19) has slowed the development trend of the world economy. From industrial structure to changes in daily life, people avoid a lot of business trips. Due to many policy restrictions of COVID-19, several new product development activities have also been affected. Therefore, some virtual reality glasses devices (VR, AR, MR) can be used for remote collaborations.
This research first analyzes the entire external environment scanned through PEST analysis, and then uses SWOT analysis to check the market opportunities of virtual reality products, analyze the company’s internal competitiveness, adjust the organizational structure and core resources to improve current or future execution efficiency, and use " The BCG Matrix" checks the distribution of all product categories of existing companies. It can simulate the operation of factory equipment or automation stations by establishing a laboratory with some simple equipment and devices, and use a virtual reality device as a tool for remote collaboration in new product development or production. This research will also provide solutions to the company’s profitability pain points, and then use T-Plan (Technology Quick Start Roadmap) in this case study, which will last at least three years (from 2021 to 2023).

摘要 I Abstract II 目錄 IV 表目錄 VI 圖目錄 VII 第一章 緒論 1 1.1 研究背景與動機 3 1.2 個案公司介紹 4 1.3 研究對象 5 1.4 研究目的 5 1.5 論文架構 6 第二章 文獻探討及產業結構 7 2.1 虛擬暨實境技術原理 8 2.2 虛擬實境產品區分 8 2.2.1虛擬實境(VR,Virtual Reality) 9 2.2.2擴增實境(AR,Augmented Reality) 12 2.2.3混合實境(MR,Mixed Reality) 16 2.3 虛擬實境產業發展概況 17 2.4 產業環境的掃描 20 2.4.1 PEST分析 20 2.4.2 產品生命週期 23 2.5 虛擬實境產業技術缺口和解決方案 24 2.5.1 虛擬實境穿戴產生的暈眩技術痛點和解決方案 24 2.5.2 定位技術痛點和解決方案 28 2.5.3 其他技術痛點和解決方案 28 第三章 市場分析 31 3.1 全球虛擬實境產品市場趨勢 31 3.2 區隔市場分析 33 3.3 焦點市場發展預估 35 3.4 小結 35 第四章 策略與佈局 36 4.1 波特五力分析 36 4.2 企業內分析 40 4.2.1 SWOT分析 41 4.2.2 波士頓矩陣分析 45 4.3 策略轉化 47 4.3.1營運策略 47 4.3.2研發策略 48 4.3.3 核心競爭力分析 49 4.4 部門發展策略 53 4.4.1核心價值 53 4.4.2實驗室發展佈局 54 第五章 戰略與規劃 56 5.1 部門技術藍圖 56 5.1.1 驅動因子及產品規劃 57 5.1.2 產品規劃及技術缺口 61 5.1.3 研發資源 62 第六章 結論與建議 64 參考文獻 66

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