- 學位論文
行動遊戲行業之新創企業的經營發展策略：以米哈游為例
Business Development Strategies for New Companies in The Mobile Gaming Industry: Shanghai HoYoverse Networks Technology Co.
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摘要
伴隨著全球遊戲市場漸趨飽和，產業規模和用戶規模都呈現成長放緩。 而以手機為代表的行動遊戲產業，也已在過去十年間逐漸發展形成了成熟的工業化產業鏈。 其中，以「米哈遊」為代表的「新銳」，和以「騰訊遊戲」為代表的「老廠」，不斷促進中國乃至全球的遊戲研發向著高品質方向發展。 上海米哈遊網絡科技股份有限公司（英文名稱： HoYoverse），是一家專注於二次元文化的遊戲企業。 米哈遊的主要經營模式是基於自身原創IP進行遊戲的研發與營運。 同時以成功IP為核心，透過漫畫、動畫、輕小說等多種方式，對其進行更深的商業化創作。 論文選取了米哈遊作為研究案例，在參照相關戰略管理理論的基礎上、利用管理學方法對米哈遊的經營模式進行詳細剖析。 首先，研究希望藉由對中國電子遊戲產業的剖析，了解產業的整體發展與市場未來發展方向。並透過對競爭對手的研究，以產業中典型企業為例，了解其差異化定位、獨特競爭優勢以及創新策略等。最後透過五力分析，從多個角度評估行動電子遊戲產業的未來競爭趨勢與商業化水平，找出其產業發展的關鍵因素。 其次，針對個案研究企業「米哈遊」，研究希望能透過評估其資源與能力，透過與同業競爭者比較，以及分析以其資源能力是否能掌握產業關鍵因素，整合出米哈遊的持續 性競爭優勢，並配合以BCG矩陣解析米哈遊現階段的事業概況。 最後結合產業市場趨勢，考慮米哈遊今後的發展與未來可能面臨的挑戰，針對其經營管理策略與商業模式給予建議。
並列摘要
Along with the saturation of China's game market, the growth rate of both the industry scale and user scale has slowed down. The mobile game industry, represented by cell phones, has gradually developed into a mature industrialized industry chain. Among them, the "newcomers" represented by HoYoverse, and the "old factories" represented by Tencent Games have continuously promoted the development of game research and development in China and even in the world in the direction of high quality. Shanghai HoYoverse Internet Technology Co., Ltd is an Internet company with a secondary culture as its entry point. HoYoverse's main business is to develop and operate games based on original IPs. Then, centering on the games, it creates deeper works in the form of comics, animation, and light novels. This paper chooses to take HoYoverse Inc. as the research subject, combines domestic and foreign strategic management theories, and analyzes HoYoverse Inc. using management theories and methods. First, the study hopes to analyze China's mobile video game industry to understand the development of the industry and the future trend of the market. Through the competitor analysis, the study also focuses on the representative players in the industry to understand their differentiated positioning, unique competitive advantages, and innovative strategies. In addition, through the Five Forces analysis, we explore the future competition and profitability of the mobile video game industry from various perspectives and identify the key factors for the development of the industry. Second, focusing on the case study company, HoYoverse, the study hopes to evaluate its resources and capabilities, analyze whether it can grasp the key factors of the industry with its resources and capabilities by comparing it with its competitors in the same industry, consolidate HoYoverse's sustainable competitive advantages, and analyze HoYoverse's business profile at the current stage by using the BCG Matrix. Finally, we consider HoYoverse's future development and the challenges it may face considering industry market trends and provide recommendations for its management strategy and business model.
參考文獻
英文文獻
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