數位匯流的時代來臨，改變了民眾的收視行為，透過手機、平板、電腦或數位電視，就能隨時享受線上影音服務。資誠聯合會計師事務所（PwC Taiwan）2018年研究報告指出，在台灣娛樂媒體業未來五年預估成長率中，OTT (Over The Top)影音為預估成長率最高之領域，龐大的商機也吸引台灣企業紛紛投入，使得台灣OTT產業競爭越趨激烈。然而，OTT產業為資本門檻較高的產業，儘管CHOCOTV以新創事業的身分，但仍可以建立起競爭優勢，其資源運用過程非常值得探究，本研究
期望以此個案研究，提供其他新創事業參考與借鏡。
本研究擬以資源動態諧和理論架構，從資源面探討CHOCOTV在台灣OTT產業競爭優勢的建立過程，透過單一個案整體設計之個案研究法，並以半結構式訪談與次級資料蒐集的方式，深入探討CHOCOTV在各階段資源運用的考量因素，以建立持續性競爭優勢。
經研究結果發現，在OTT產業中，新創事業可以透過「人脈網絡」與「用戶使用資訊」資源的運用，建立起產業的競爭優勢，其中「用戶使用資訊」資源的運用更為關鍵，透過數據分析能力的輔助，可以更有效運用企業資源，在成立初期也應把握「用戶使用資訊」資源，取得集中化優勢，建構新資源並持續取得其他競爭優勢。另外，新創事業經營「人脈網絡」與「企業聲譽」，也可以取得更多的外部資源，幫助新創事業在OTT產業持續建立競爭優勢。

Digital Convergence has changed people's viewing behavior. People can enjoy OTT services at any time with phones, tablets, computers or digital TVs. According to PwC Taiwan’s 2018 report, OTT (Over The Top) is high potential benefit industry in the next five years. It attracts Taiwanese companies to access OTT industry and make Taiwan's OTT industry become increasingly fierce. OTT is an industry with high capital conditions.
However, CHOCOTV as a startup can still create competitive advantage in this industry. Its process of resource utilization is worth study and .be a reference for other startups in OTT industry.
This paper aims to discuss the process of CHOCOTV creating competitive advantage with Resource Orchestration view. By means of holistic single case study and semi-structured interview methodology, this paper could deeply explore thoughts of CHOCOTV in resources utilization at different stage.
This research results presents that startups can create competitive advantage in OTT industry by structuring “User Information” and “Connections” resources. Structuring of “User Information” is more important. With data analysis capabilities, startups can utilize resources more effective；In the early stage, startups should also seize “User Information” resource to get focus advantage and then structure new resources to create other competitive advantages. On the other hand, by managing “Connections” and “Reputation” resources, startups can also obtain more external-resources and build sustainable competitive advantage in OTT industry.

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