讨论关于客户获取和客户产生收入流

THE EFFECTS OF ONLINE MICROTRANSACTIONS ON CUSTOMER ACQUISITION AND REVENUE STREAM GENERATION

何庠宥(Jonathan Henry Ho)

指導教授 ： 林修葳

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2013年)

https://doi.org/10.6342/NTU.2013.02699

摘要

無資料

關鍵字

微交易 ； 客户忠诚网上商店 ； 网上商品

並列摘要

ABSTRACT

This thesis paper presents a detailed assessment of microtransactions and its role amongst online business models in the gaming industry. In order to shed clarity on this type of model, a brief history is provided, the fundamental elements are explained, and a minor case study on a few companies that have yielded exceptional profit due to this business strategy is included. Two major topics that are subject to analysis include the effects that microtransactions has on customer acquisition and its effects on revenue stream. As this type of business model appeals to customer segments of different niche types, it has resulted in the growth and sales of gaming companies by a high margin. The different types of target demographics are explained and the appeal that microtransactions provide to each group is covered. I provide relevant arguments to corroborate the concept that microtransactions are the new business model of choice for game developers that strive to remain competitive. Furthermore, I conduct an analysis on the Internet as the new universal marketplace for consumers, rendering physical copies obsolete in favor of digital content. Finally, this thesis shares insight on the current market trends as well as the potential contribution of microtransactions to the future sustainability of the gaming industry as a whole.

並列關鍵字

microtransactions ； customer retention ； revenue stream ； virtual store ； business model ； virtual items ； virtual sales

參考文獻

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