異業聯盟應用於電腦遊戲業者之行銷研究

A Study in Cross-Industry Alliance Marketing Campaign for the Computer Game Industry

沈翔(SHEN-HSYANG)

指導教授 ： 梁朝雲 ； 張文山

元智大學/資訊學院/資訊傳播學系/碩士(2006年)

摘要

電腦遊戲業者因競爭激烈與行銷預算緊縮，需利用遊戲內容尋求與異業聯盟行銷的機會。但須在哪個時間點、何種策略，並如何選擇最佳異業聯盟行銷夥伴與行銷方式，則引申出本研究之研究目的：
一、國內電腦遊戲業者採行異業聯盟之行銷策略。
二、電腦遊戲業者採行異業聯盟行銷活動之適當時機及方式。
三、電腦遊戲業者透過異業聯盟行銷所帶來之發展機會。

本研究採質性研究方式進行，於研究方向與主題確立後，將蒐集相關文獻並予以分析整理並形成訪談綱要後，針對業界六家相關公司、專家作成訪談，之後彙整各項資料並透過主題分析法分析後，提出研究結論與建議。

本研究結果發現，在採行異業聯盟行銷策略上，企業須清楚設定營運方向及增加競爭力，透過資源互補、共享、專業分工、技術資訊交流等做法，共同提昇客戶服務品質。再者，因長期財務目標是透過消費者掌握度來衡量，故選取消費者類型重疊產業進行聯盟。在遊戲產品企劃階段即需發起異業聯盟行銷，產品上市前半年的媒體宣傳期，合作夥伴以關連性高之企業為首選。上市與銷售期則使用共同造勢、資料庫互補及高頻度聯合曝光與試玩方式，並依市調問卷結果修改遊戲難易度。在遊戲後續發展階段以技術為核心，建立相關資料庫，創造與更大品牌聯盟之機會。最後，尋求發展機會時，須以獨特且明確的市場拓展目的為指導，輔以溝通和協調能力，與技術與技術支援沒問題之關連性強產業做夥伴。或透過代理商協調，以產品規格、技術規格資料庫進行顧客關係管理及開發延伸用途合作，但須預防抄襲發生。

關鍵字

電腦遊戲 ； 異業聯盟 ； 行銷

並列摘要

Due to fierce competition and shrinking marketing budget, the computer game industry must pursue marketing opportunities in cooperation with other industries by utilizing the developed game contents. The purpose of this study is to identify the point in time to launch the marketing campaign, the types of strategies to deploy, and the method of selecting marketing partners from other industries. To wit:
1. Marketing strategy of cross-industry alliance adopted by Taiwan's computer game industry;
2. The timing and approach of the marketing events staged under the computer game industry's cross-industry alliance; and
3. Growth opportunities brought about by the computer game industry's cross-industry alliance.

This study takes a qualitative approach. Upon ascertaining the topic and direction of this study, relevant references were collected, organized, and analyzed. Interview guidelines were outlined and interviews were conducted with 6 companies and experts closely affiliated with the industry. Following the interviews, all collected information was compiled and analyzed once again via topical analytical method, forming the basis for the study’s final conclusions and recommendations.

The findings of this study are such that, by adopting a cross-industry alliance marketing strategy, the enterprises must identify their operational objectives and boost their competitiveness. Then through resource sharing, division of labor, and technology and information exchanges, the enterprises can raise the quality standard for customer service. Also, since long-term financial success is measured in terms of the ability to attract consumers, alliance is formed with those industries whose target customers overlap. The cross-industry alliance needs to commence during the planning phase of the game product. Product advertising should begin 6 months before product is officially launched. Closely affiliated enterprises should be selected as partners over less or non-affiliated ones. For product launch, partners should launch joint promotional campaign, share databases, and give maximum exposure to the product through trial plays of the product. Partners also need to administer questionnaires and surveys, then to adjust the game's degree of difficulty accordingly.

Following the product's launch, continuing development and improvement of the product should be technology-centric, with a focus on building up relevant databases. Partnering with even bigger and more famous brand name holders also needs to be pursued. Lastly, when seeking out additional growth opportunities, be sure to follow unique and clearly defined market expansion goals as guidance, with emphasis on communication and coordination among all parties. One should select partners who have a strong technological background and who are closely affiliated with the industry. Alternatively, the computer game industry may coordinate with its authorized resellers, and perform customer relationship management using databases containing product and other engineering specs. Other extended applications related to the product may then be developed; but care should be taken to prevent intellectual property thefts.

並列關鍵字

Computer Game ； Cross-Industry Alliance ； Marketing Campaign

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