| dc.contributor.advisor | 白佩玉 | zh_TW |
| dc.contributor.author (Authors) | 吳崇維 | zh_TW |
| dc.contributor.author (Authors) | Wu, Chung-Wei | en_US |
| dc.creator (作者) | 吳崇維 | zh_TW |
| dc.creator (作者) | Wu, Chung-Wei | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 4-Aug-2025 13:02:21 (UTC+8) | - |
| dc.date.available | 4-Aug-2025 13:02:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Aug-2025 13:02:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0112932069 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/158333 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 112932069 | zh_TW |
| dc.description.abstract (摘要) | Meta Horizon Worlds 是 Meta（原 Facebook）打造的虛擬實境社交平台，屬於其元宇宙（Metaverse）生態系統中的核心應用之一。該平台結合了虛擬實境（VR）、社交互動與創作者經濟，使用者可在平台中創建、體驗並共享虛擬空間，模擬多樣的社交與消費場景。此特性與「場景行銷」（Context Marketing）模式有高度關聯。場景行銷為因應當今數位化浪潮而生的新型行銷模式，由馬修・史威茲（Mathew Sweezey）於其 2020 年著作《場景行銷模式》中提出。該理論指出，傳統的行銷手法已無法有效觸及現今擁有高度自主權與資訊選擇能力的消費者，因此品牌需轉向以「場景」為核心的行銷思維。
「場景行銷」概念中強調「在適當的時間、地點，向適合的對象傳遞有意義的訊息」，關鍵在於建立顧客與品牌間的即時互動與沉浸式體驗。而 Meta Horizon Worlds 提供了高度沉浸感與參與感的虛擬空間，品牌可藉由建構虛擬門市、活動場景或故事情境，例如虛擬試用（如虛擬服裝、家居、汽車展示）或場景體驗（如音樂會、運動賽事、旅遊），兩者皆可成為場景行銷的實踐場域，使消費者於互動中自然接觸品牌內容，強化品牌印象並提升購買轉換率。
本研究探討場景行銷如何應用於Meta Horizon Worlds，並以場景行銷的架構為基礎，詳加分析品牌可如何引導顧客沉浸於虛擬實境、打造適當的虛擬環境，形成正向循環。本研究採用個案研究法，透過介紹Meta Horizon Worlds，了解Meta打造此虛擬世界的獲利方式，梳理Meta創造此虛擬世界的關鍵成功因素，並針對Meta、品牌客戶或廣告商應如何設計以顧客旅程為核心、為顧客量身訂製的專屬沉浸式體驗，以提升品牌忠誠度，提出具體的行銷建議。 | zh_TW |
| dc.description.abstract (摘要) | Meta Horizon Worlds is a virtual reality social platform developed by Meta (formerly Facebook), serving as a core application within its broader Metaverse ecosystem. The platform integrates virtual reality (VR), social interaction, and the creator economy, allowing users to create, experience, and share immersive digital spaces that simulate diverse social and consumer scenarios. These features closely align with the principles of context marketing, a strategy proposed by Mathew Sweezey in his 2020 book The Context Marketing Revolution. Sweezey argues that traditional marketing approaches are no longer effective in reaching modern consumers, who possess high levels of autonomy and information selectivity. As a result, brands must shift toward a context-centered marketing mindset.
Context marketing emphasizes the delivery of meaningful messages to the right person, at the right time and place, and under the right circumstances. Its core lies in fostering real-time interaction and immersive experience between brands and consumers. Meta Horizon Worlds, with its immersive and participatory virtual spaces, enables brands to create virtual store, event spaces, or narrative-driven environments—such as virtual product trials (e.g., apparel, furniture, vehicle showrooms) or branded experiences (e.g., concerts, sports events, virtual tourism). These scenarios allow consumers to engage with brand content naturally through interaction, strengthening brand recall and increasing conversion rates.
This study explores how context marketing can be applied to Meta Horizon Worlds and analyzes how brands can guide users into immersive virtual environments to foster positive engagement cycles. Using a case study methodology, the research examines Meta’s monetization strategies and identifies key success factors in the development of Horizon Worlds. It further offers practical marketing recommendations for Meta, brand, and advertisers on how to design customer journey–driven, personalized immersive experiences that enhance brand loyalty and long-term consumer relationships | en_US |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第二章 理論基礎：場景行銷模式 5
第一節 體驗式行銷組合 5
第二節 場景行銷 8
第三節 元宇宙與場景行銷之關聯 10
第三章 個案介紹 15
第一節 個案公司介紹 15
第二節 Meta Horizon Worlds 簡介 15
第四章 問題分析與解決方案 21
第一節 場景行銷如何運用於Meta Horizon Worlds 21
第二節 採用場景行銷模式推動Meta Horizon Worlds 23
第三節 場景行銷如何在Meta Horizon Worlds中影響顧客旅程及品牌體驗 25
第四節 Meta使用場景行銷於Meta Horizon Worlds是否有其限制 28
第五節 場景行銷及體驗式行銷的顧客隱私權保護機制及倫理考量 30
第六節 體驗式行銷如何提升顧客的幸福感 31
第五章 結論 33
第一節 主要研究發現 33
第二節 實務意涵 34
第三節 研究限制及未來展望 37
參考文獻 39 | zh_TW |
| dc.format.extent | 1928953 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0112932069 | en_US |
| dc.subject (關鍵詞) | 場景行銷 | zh_TW |
| dc.subject (關鍵詞) | 沉浸式體驗 | zh_TW |
| dc.subject (關鍵詞) | 虛擬實境 | zh_TW |
| dc.subject (關鍵詞) | 元宇宙 | zh_TW |
| dc.subject (關鍵詞) | 主觀幸福感 | zh_TW |
| dc.subject (關鍵詞) | Context Marketing | en_US |
| dc.subject (關鍵詞) | immersive experience | en_US |
| dc.subject (關鍵詞) | virtual reality | en_US |
| dc.subject (關鍵詞) | Metaverse | en_US |
| dc.subject (關鍵詞) | Subjective well-being | en_US |
| dc.title (題名) | 場景行銷個案分析 - 以Meta Horizon Worlds為例 | zh_TW |
| dc.title (題名) | A Case Study on Contextual Marketing of Meta Horizon Worlds | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 書籍
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網際網路
Amazon Ads. (n.d.). 沉浸式行銷指南：在變化快速的市場中與顧客連結. Amazon Advertising.
https://advertising.amazon.com/zh-tw/library/guides/immersive-marketing
品玩科技 Pintech. (2023, December 12). Meta Horizon Worlds 掘起：元宇宙社交空間的現況與挑戰.
https://www.pintech.com.tw/tw/column/517/meta-horizon-rise
Meta for Business. (2022, January 6). Top tips for brands looking to jump into the metaverse. Facebook Business.
https://www.facebook.com/business/news/top-tips-for-brands-looking-to-jump-into-the-metaverse
MarketingDrive TW. (2023, June 30). Meta Horizon Worlds 元宇宙策略：品牌沉浸式場景行銷的啟示 [Video]. YouTube.
https://www.youtube.com/watch?v=eBYKhfb3xio | zh_TW |
