行動遊戲競合分析

The Co-opetition Analysis of Mobile Game Market

盧伊玲(I-Lin Lu)

指導教授 ： 郭瑞祥

共同指導教授 ： 陳俊忠

國立臺灣大學/管理學院/國際企業管理組/碩士(2011年)

https://doi.org/10.6342/NTU.2011.10695

摘要

遊戲產業由於行動遊戲蓬勃發展，遊戲市場將會重新洗牌；面對競爭激烈的行動遊戲產業現況，是否會有不同的發展方向，又行動遊戲廠商在遊戲時代裡新的分工定位為何？ 基於上述，本研究探討的問題有(一)分析遊戲產業的發展歷史與產業演進為何 ? (二)行動遊戲競爭優勢及關鍵成功因素為何？(三) 行動遊戲產業的價值網各參賽者之間競合關係為何？

本研究第一個部份從遊戲發展歷史與產業演進過程中，探索產業結構的因素。研究發現如下: (一)從遊戲產業的發展史，不論遊戲廠商之間的合作結構的變化，遊戲產業共通性仍是高風險高報酬。 (二)遊戲產業不斷的調整、競爭和創新，商業模式因應著時代背景，轉化出各種不同的服務內容與收費方式。

第二部份從行動遊戲之價值網分析，探討行動遊戲產業的特性。其結論如下：(一) 行動遊戲市場有新的整合商業模式出現，然而，技術門檻降低，導致供過於求，將造成現有廠商的競爭程度升高。 (二) 70% 的行動遊戲消費者仍不想付費玩遊戲，且遊戲的本質是娛樂消費產品，這些將造成購買者的議價能力升高。 (三) 遊戲產業往往是發行商或通路商獨攬大權的局面，供應商議價的能力與空間則會降低。 (四) 隨著智慧型手機的普及和行動應用商店，增加遊戲銷售的通路，造成新進入者的進入門檻降低。(五) 主機遊戲與電腦遊戲可算是行動遊戲的替代品，各自有其目標玩家，替代性並不算太強。

第三部份應用賽局理論架構，探討行動遊戲產業之競合關係，提供建議 : (一) 「遊戲性」是行動遊戲成功的首要因素。 (二) 行動遊戲的發展與電信業者的「收費機制」有相關性。 (三) 「應用程式商店」的蓬勃發展，讓銷售通路全球化。 (四)「手機版網路遊戲」與「社群網站」蓬勃發展，促使手機遊戲網路化的新機會。

關鍵字

行動遊戲 ； 價值鏈 ； 五力分析 ； 競合理論 ； 賽局理論 ； 價值網

並列摘要

Credited to the flourishing business of mobile games, the market of the gaming industry will be reshuffled. Would the direction for development be different when one faces this intensive competition of the mobile game industry? In the new gaming era, how is the role of the mobile game players be divided and positioned? Based on the above topics, this paper will further explore the followings, (a) the history of development and evolution of the gaming industry, (b) the competitive advantages and key success factors of the mobile game industry, (c) the Co-opetition relationship of all players in the mobile game industry value net.

The paper started from the development of gaming industry and its evolution into exploring the factors of the industrial structure. Findings are as follows: (a) In spite of the change in the cooperation scheme among the gaming manufacturers, observing the history of development, gaming industry remains as a "high risk and high return" industry, (b) Through the continuous adjustment, competition, and innovation, the variety of service model and charging methods of the game industry have been originated via the new business models in reflection of the era.

Secondly, through the value net analysis to explore the characteristics of mobile gaming industry, its conclusions are as follows: (a)The mobile gaming industry has initiated a new integrated business model, however, the lower technical entry barriers for game developers which results in over-supply and increase the level of competition. (b) 70% of the mobile game consumers still do not want to pay for games, thus, the nature of the game playing is for entertainment only, which will result in an increased bargaining power for buyers. (c) The game industry is dominated by the publishers or distributors. Therefore, the price negotiation power of the content supplier has been greatly reduced. (d) With the popularity of smart phones and mobile application store, the sales channels for games is increased, entry barrier for the new comers will be greatly reduce, (e) Console games and computer games can be considered as substitute for motion games but each game players has their own goals. The substitution isn’t strong.

Thirdly, the key factors of cooperation of the mobile game through the game theory analysis are as below: (a) “Playability” is the most important factor for a successful game. (b) The "charging method" from mobile operators has a high impact on the future development of mobile game industry. (c) Mobile “App Stores” have radically changed distribution channels globally. (d) “mobile online games on the move” will be the next wave due to the increased adoption rate on mobile online game and the social network.

並列關鍵字

Mobile Game ； Value Chain ； Five Forces framework ； Co-opetition ； Game Theory,Value Net(PARTS)

參考文獻

7. 徐莉芳，《台灣行動遊戲內容供應商商業模式之探索性研究》。元智大學資訊傳播學系碩士論文，2006年7月

12. 拓墣產業研究所。《手機產業發展前景與產業鏈焦點》。台北：拓墣科技，2003。

13. 拓墣產業研究所。《遊戲產業白皮書》。台北：拓墣科技，2004年。

2. Porter, M.E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, Free Press, New York.

3. von Neumann, J., and Morgenstern, O. (1953). Theory of Games and Economic Behavior, New York.