大中華地區跨域實境事業之創新經營模式─以KTV產業為例

Abstract

在大中華地區，與親朋好友至實體店面KTV唱歌是極為常見的娛樂方式，但近年來至外地念書以及至外地工作的情形屢見不鮮，因此要與親友齊聚一堂、共同歡唱實屬不易。本研究的目的乃是要提出一種創新服務的經營模式，藉由現有攝影、投影和軟體技術的組合與改良，搭配空間情境的塑造，打破地域的限制，滿足不同地區親友與網友跨地域聚會歡唱的需求。\n\n為了找出可行的商業模式，本研究透過實地訪查臺北、北京、深圳以及雲南等地的實體店面KTV，以比較各地經營模式與服務內容的差異性；並透過實際嘗試使用線上KTV網站，以了解目前線上KTV的營運模式與優缺點；更透過訪談各類潛在消費者以及問卷調查與分析，來確認目標客群並評估目標市場的大小。本研究從調查中發現，此種跨域實境的服務除了可以滿足各地親友互相聯繫的需求外，還可滿足商業溝通、愛唱歌者媒合以及陌生網友聯誼等需求。本研究針對這四種需求的目標客群，設計不同的行銷計畫與收費方式，並提出階段性的事業發展計畫。

In the Greater China region, singing at KTV with friends and family members is a very common entertainment. Studying and working outside the hometown has become very popular recently, so if you want to sing and gather with family and friends it may be quite difficult. The purpose of this study is to propose an innovative service business model, by combining and improving the existing photography, projection and software technology. The purpose will be achieved by shaping space scenarios, creating innovative goods and services that can break the geographical restrictions, and will give people opportunity to gather together.\n\nIn order to find the viable business model, in this study I will compare differences between business model and services in KTVs in Taipei, Beijing, Guangzhou and Yunnan. I will try to use the online KTV site to learn the operating mode, pros and cons of online KTV, interview potential consumers, use the questionnaire survey, and then evaluate the size of the target market, identifying target customers and a viable business model.\n\nAfter being verified and amended repeatedly, this service will not only satisfy the demand of those, who want to gather with relatives and friends, but will also satisfy the demand of commercial communication, matching the people who love singing, and will also satisfy the activities of unfamiliar netizens. In this study, according to the demand for these four target customers, different marketing plans and charging methods will be designed, and phased development plan will be proposed.