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| Title: | 生成式AI與AR產品之商業模式與策略行銷分析－以玩美移動公司為例
Business Model and Strategic Marketing Analysis of Generative AI & AR Product: A Case Study of Perfect Corp. |
| Authors: | 王心怡
Wang, Hsin-Yi |
| Contributors: | 巫立宇
王俊如
王心怡
Wang, Hsin-Yi |
| Keywords: | AI人工智慧
AIGC生成式人工智慧
AR擴增實境
商業模式圖
策略行銷4C架構
玩美移動
Artificial Intelligence
Generative AI
Augmented Reality
Business Model Canvas
Strategic Marketing Analysis
Perfect Corp. |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:57:21 (UTC+8) |
| Abstract: | 隨著生成式人工智慧（Generative AI）與擴增實境（AR）技術的迅速發展，愈來愈多企業導入創新科技以提升用戶體驗並拓展市場應用。其中，玩美移動作為台灣首屈一指的美妝與時尚科技公司，成功結合AI與AR技術於虛擬試妝、肌膚分析等應用場景，不僅於全球B2B市場中建立高度市占率，亦藉由B2C應用程式強化終端用戶黏著度與品牌影響力。
本研究採用質性個案研究方法，結合次級資料與深度訪談，運用「商業模式圖」與「策略行銷4C架構」進行分析。結果顯示，玩美移動透過核心技術優勢與高度客製化的解決方案，在外顯單位效益成本、資訊蒐集成本、道德危機成本等層面有效降低買者成本，並於專屬陷入成本方面展現出顯著的策略成效。同時，本研究亦提出針對玩美移動在收益流結構、行銷通路佈局與資安溝通上之建議。
本研究有助於理解新創科技企業如何運用技術創新與商業模式設計，建立競爭優勢並持續成長，亦可作為未來生成式AI與AR產業發展的實務參考與策略指引。
With the rapid development of Generative AI and Augmented Reality (AR) technologies, more companies are adopting innovations to enhance user experience and expand market applications. Perfect Corp., Taiwan’s leading beauty and fashion tech company, has successfully applied AI and AR in virtual makeup and skin analysis, achieving strong global B2B market presence while enhancing brand engagement through B2C apps.
This study adopts a qualitative case study approach, combining secondary data and in-depth interviews, and applies the Business Model Canvas and the Strategic Marketing 4C framework. Results show that Perfect Corp. effectively leverages core technologies and customized solutions to reduce customer costs, including benefit, information search, and moral hazard costs. While increasing lock-in effects. The study also provides recommendations on revenue structure optimization, marketing channel expansion, and cybersecurity communication.
The findings offer insights into how AI-driven and AR-driven startups can build competitive advantage through innovation and business model design, serving as a reference for future development in the Generative AI and AR industries. |
| Reference: | 一、中文文獻
巫立宇（2002），高科技新創企業合作網路模式之研究，博士論文，國立政治大學國際貿易學系：台灣台北。
巫立宇、邱志聖（2021），銷售與顧客關係管理（第二版）。台灣台北：新陸書局股份有限公司。
邱志聖（2020），策略行銷分析：架構與實務應用（第五版）。台灣台北：智勝文化事業有限公司。
陳右怡（2022）。Trustworthy AI：邁向可信任的人工智慧治理。電腦與通訊，(192)，33-41。
華金證券。（2023）。全球生成式 AI 應用全景圖產業深度分析。取自 https://pdf.dfcfw.com/pdf/H3_AP202309071598009831_1.pdf
二、外文文獻
Drucker, P. F. (1994). The Theory of the Business. Harvard Business Review, 72(5), 95–104.
Grand View Research. (2025). Fashion Technology Market Size, Share & Trends Analysis Report 2025 – 2030.
https://www.grandviewresearch.com/industry-analysis/fashion-technology-market-report
McKinsey & Company. (2023). The State of AI in 2023: Generative AI’s Breakout Year.
McKinsey & Company. (2023). The State of Fashion 2024. https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers.
Pwc. (2023, June 27). AI Adoption: The Game Changer for Businesses.
https://www.pwc.com/gx/en/issues/technology/genai-adoption-game-changer.html
Statista. (2025). Beauty Tech - Taiwan.
https://www.statista.com/outlook/cmo/beauty-personal-care/beauty-tech/taiwan |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363033 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363033 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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