台灣的影音廣告行之有年，其產業的層面發展甚廣，包含了：電影業、傳統媒體業、TVCF、網路數位版面、新媒體廣告、自媒體置入、展會場、商業空間、大眾交通之看板展示...等，每個層面皆有其相應業態，包含了參與者、製作流程、製作工法、計價機制、商業模式皆有所差異，而本研究關注在「中小型影音廣告製作公司」之獲利策略。
本次個案企業【發光映像有限公司】是一家自有設備的原創廣告影片製作公司，公司成立9年，承接過60多個客戶品牌，製作經驗2700多支影片，擁有故事化的視覺和企劃傳達能力，專注於提煉客戶的品牌價值，並規劃出相應的影音行銷方案。目前個案公司的客戶來源主要是透過線下社團交換名片、口碑熟客介紹，根據客戶的市場銷售策略，提供整體配套的影音方案。個案公司透過中長期的影音推播，持續促進客戶端目標市場的銷售量，同時放大品牌的聲量，讓客戶的品牌在眾多競爭對手中脫穎而出，但個案仍然跳脫不出影視廣告產業「接案 > 拍片 > 收錢」的商業模式，現今面臨到 新媒體、自媒體、短影音、生成式圖像AI的衝擊之下，影片製作已不再是高不可攀的技術，促使議價優勢漸漸往客戶端靠攏。
本研究的「多元獲利模式」研究法聚焦在產業「獲利的創新」過程，非一般影音廣告業所深究的「商品加值的創新」的過程，「多元獲利模式」所追求的是「一次性賣斷」到「錢不斷流進來」的長期獲利模式，這個模式以三大獲利階段「收費點 (收什麼錢？)」、 「收費對象 (跟誰收錢？) 」、「收費時機 (怎麼收錢？) 」來切入分析，本研究最後為「多元獲利模式如何協助公司獲利」作為相關產業擬定商模時的參考。

The video advertising industry in Taiwan has a long history, encompassing various sectors such as the film industry, traditional media, TV commercials (TVCF), internet digital platforms, new media advertising, self-media placements, exhibition venues, commercial spaces, and billboards on public transportation. Each sector has its unique business dynamics, including different participants, production processes, methodologies, pricing mechanisms, and business models. This study focuses on the profit strategies of "small and medium-sized video advertising production companies."
The case company, G Co., Ltd., is an original advertising film production company with its own equipment. Established for nine years, the company has served over 60 client brands and produced more than 2,700 videos. With a strong capability in storytelling and visual planning, the company specializes in refining client brand values and devising corresponding video marketing strategies. Currently, the case company mainly acquires clients through offline networking and referrals. They provide comprehensive video solutions tailored to the clients' market sales strategies, promoting the target market's sales and amplifying brand voice through mid- to long-term video broadcasting. Despite these efforts, the company remains constrained by the traditional "project > shoot > collect payment" business model prevalent in the video advertising industry. In the face of challenges posed by new media, self-media, short videos, and generative AI technologies, video production is no longer an exclusive skill, shifting the bargaining power towards clients.
This research explores the "Multiple profit model," focusing on the process of "profit innovation" rather than the commonly studied "product value innovation" in the video advertising industry. The " Multiple profit model" aims for a shift from "one-time sale" to "continuous revenue stream." This model is analyzed through three major profit stages: "charging points (what to charge for?), "charging subjects (who to charge?), and "charging timing (when to charge?). This study ultimately aims to provide a reference for how the " Multiple profit model" can assist companies in achieving profitability, serving as a guide for related industries in designing business models.

目錄
論文審定書 i
致 謝 ii
摘要 iii
Abstract v
目錄 vii
圖目錄 ix
表目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究設計 5
第二章 文獻探討 7
第一節 理論意涵 7
第二節 商業模式圖(Business model) 9
第三節 五力競爭分析 12
第四節 多元獲利模式分析 14
第三章 研究設計 18
第一節 研究設計 18
第二節 研究方法 19
第三節 研究對象 24
第四章 研究結果 25
第一節 商業模式圖分析 25
第二節 五力競爭分析 29
第三節 多元獲利模式分析 31
第四節 研究資料彙整 44
第五章 結論與建議 52
第一節 資料結果與討論 52
第二節 研究建議 55
參考文獻 57

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