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| Title: | 場景行銷個案分析 - 以Meta Horizon Worlds為例
A Case Study on Contextual Marketing of Meta Horizon Worlds |
| Authors: | 吳崇維
Wu, Chung-Wei |
| Contributors: | 白佩玉
吳崇維
Wu, Chung-Wei |
| Keywords: | 場景行銷
沉浸式體驗
虛擬實境
元宇宙
主觀幸福感
Context Marketing
immersive experience
virtual reality
Metaverse
Subjective well-being |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:02:21 (UTC+8) |
| Abstract: | 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。
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 |
| Reference: | 書籍
菲利浦．科特勒(2023)。行銷5.0
Kotler P., Kartajaya H., Setiawan I. (2021). Marketing 5.0: Technology for Humanity. Wiley. 行銷5.0（林步昇譯），天下雜誌出版。
Kotler P., Kartajaya H., Setiawan I. (2024). Marketing 6.0: The Future Is Immersive. Hoboken, NJ: John Wiley & Sons.
Kumar, V., & Kotler, P. (2024). Transformative marketing: Combining new age technologies and human insights. Palgrave Macmillan.
Stephenson, N. (1992). Snow crash. New York: Bantam Books.
Sweezey, M. (2020). The context marketing revolution: how to motivate buyers in the age of infinite media. Harvard Business Press. 場景行銷模式: 在無限媒體時代,突破雜訊,超越演算法,打造自動獲利的顧客旅程 (洪慧芳譯)，天下雜誌出版。
期刊論文
Batat, W. (2024). Why is the traditional marketing mix dead? Towards the “experiential marketing mix”(7E), a strategic framework for business experience design in the phygital age. Journal of Strategic Marketing, 32(2), 101-113.
Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776.
Kenny, D., & Marshall, J. F. (2000). Contextual marketing. Harvard Business Review, 78(6), 119-125.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76, No. 4, pp. 97-105). Cambridge, MA, USA: Harvard Business Review Press.
Sweezey, M. (2020). The Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media. Harvard Business Review Press.
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125, 336-353.
白佩玉 (2024). Active participation in online brand communities: The interplay of newcomer adjustment and pride. 電子商務學報 (預刊文章, pp. 1-32)
朱家弘 (2023). 直播之場景行銷個案分析-以攜程「BOSS直播」為例。碩士論文，國立政治大學科技管理與智慧研究所，台北市。
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 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932069 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932069 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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