手機遊戲代理商轉型策略之研究

依市場數據分析荷蘭機構 Newzoo 估計，台灣雖僅有2千3百多萬人口，但在2019年所創造的遊戲收入卻高達12.68億美元（394億台幣），其數字相當可觀，每位手機遊戲用戶平均消費63.4美元（2千台幣）在手機遊戲虛擬產品上。然而，在近幾年中國境內對於遊戲即將上架的產品審查上更加嚴謹的情況下，使得更多中國研發商或發行商為求生存，與其在中國漫長地等待產品過審，倒不如先透過海外發行來賺取第一桶金，讓公司自身能先擁有足以活絡公司的資金流水進來。台灣也因文化語言相似度極高的條件下，成為中國廠商海外發行的首要兵家鬥爭之地，然而此舉更讓台灣手機遊戲市場變得更加擁擠及行銷投放成本不斷地拉高本研究個案公司分析，在台灣手機遊戲的產業中，營收屬前五名的公司，但正因快速地面臨全球手機遊戲廠商及中國手機遊戲廠商的高速競爭變化下，使得現有個案公司純代理經營營運方針模式面臨著巨大的挑戰，並經由整體總檢視找出癥結點後，提出相對因應之轉型策略; 其主要方向除了強化公司的原營運體質之外，另一方面將自主研發列為個案公司未來3-5年發展的主策略，而此能否成功轉型自研營銷一體上下垂直整合的關鍵因素，則透過此研究將可發現個案公司在產業市場高度競爭環境下面臨挑戰時，可採取轉型策略的思考戰略方向為何，以及如何在自主建立研發的過程中，透過更科學工具化的方式，建構出一套研發流程與管理。此將為日後台灣遊戲公司所需參考戰略之方向依據關鍵字：轉型策略、研發策略管理、代理發行商

關鍵字

轉型策略；研發策略管理；代理發行商

並列摘要

According to the data of market research and analytics from Holland firm New Zoo, even if the total population of Taiwan is merely 23 million people, the games revenue has reached 12.68 billion US Dollars (394 billion New Taiwan Dollars). This is quite significant number which means the average expense of USD 63.4 (NTD 2,000) per user on gaming product. However, in recent years as for those new release games in China, under the circumstance of stricter examination, instead of waiting for a long time for approvals, more and more game developers and publishers in China start with overseas issue to earn the sufficient cash flow to survive and run the company first. Since Taiwan has high similarities of culture and language, Taiwan has become the first battlefield of overseas issue for these games companies in China ,which makes mobile games market in Taiwan more crowded and increases the marketing cost constantly. This case study analysis shows the company is ranked as top 10 by sales amount in mobile games market in Taiwan. Because of the rapid competitive changes from global suppliers and mobile games companies in China, the agency business model of the company in this case study is facing huge challenges therefore the reactive transformation strategy shall be proposed after finding out the bottleneck by giving overall review. Strengthening the company’s original organization structure will be the main direction, on the other hand self-development would be considered as the main strategy for the case company’s development in the next 3-5 years. And whether this could be successfully transformed into the key factor of vertical integration of self-development, operation and marketing or not, it could be found through this research when the case company faces the challenges in a highly competitive market environment, it adopts which direction of transformation strategy and builds up a research process and management in the self-development process with more scientific tools. This will be the direction basis of strategy reference for Taiwan mobile game companies in the future.