- 學位論文
台灣的雲端遊戲市場：機會與限制因素
Cloud Gaming Market in Taiwan: Opportunities and Limitations
摘要
雲端遊戲已成為台灣一項引人注目的技術，為遊戲產業帶來新的機遇。然而，市場在獲得關注和廣泛應用方面面臨著挑戰。本論文題為「台灣的雲端遊戲市場：機遇與限制」，旨在揭示這種缺乏關注的潛在原因，探索引發消費者興趣的觸發因素，並提出增強參與度的有效策略。 通過運用質性研究方法，進行了深入的訪談，以直接從市場中獲取見解。研究結果顯示，台灣的雲端遊戲市場在技術的新奇性和行業參與者不足的宣傳努力方面存在困難。有限的認知和理解阻礙了其增長。研究還發現，台灣的集體主義文化和個人的遊戲偏好在激發消費者興趣方面發揮了關鍵作用。 為了激發和增強消費者的興趣，研究提出了一系列實用的策略。包括組織體驗活動和展覽，向潛在用戶介紹雲端遊戲，跨多個渠道實施全面的營銷活動，提供有針對性的折扣和促銷激勵措施，以及與熱門遊戲和有影響力的個人合作。這些策略旨在創造一個鼓勵消費者探索和擁抱雲端遊戲的友好環境。 本研究的發現為台灣雲端遊戲背景下的消費者行為和決策過程提供了有價值的見解。雲端遊戲公司可以利用這些見解更好地理解他們的目標受眾，並相應地調整其營銷方法。值得注意的是，研究的質性性質和有限的樣本量等局限性應予以考慮。
並列摘要
Cloud gaming has emerged as an exciting technology in Taiwan, offering new opportunities for the gaming industry. However, the market has faced challenges in gaining attention and widespread adoption. This thesis, titled "Cloud Gaming Market in Taiwan: Opportunities and Limitations," aims to uncover the underlying reasons for this lack of attention, explore the triggers that ignite consumer interest, and propose effective strategies to enhance engagement. By utilizing qualitative research methods, in-depth interviews were conducted to gain insights directly from the market. The findings revealed that the cloud gaming market in Taiwan struggles due to the technology's novelty and insufficient promotional efforts by industry players. Limited awareness and understanding have hindered its growth. the study also discovered that the Taiwanese culture of collectivism and personal gaming preferences play a crucial role in sparking consumer interest. To stimulate and enhance consumer interest, the research suggests a range of practical strategies. These include organizing experiential events and exhibitions to introduce cloud gaming to potential users, implementing comprehensive marketing campaigns across various channels, offering targeted discounts and promotional incentives, and forging collaborations with popular games and influential individuals. These strategies aim to create a welcoming environment that encourages consumers to explore and embrace cloud gaming. The findings of this study provide valuable insights into consumer behavior and decision-making processes within the cloud gaming context in Taiwan. Cloud gaming companies can leverage these insights to better understand their target audience and tailor their marketing approaches accordingly. It is important to note that limitations such as the qualitative nature of the study and the limited sample size should be considered.