企業軸轉行動在台灣數位遊戲產業中之角色：動態競爭觀點

摘要產業環境快速變遷與廠商追求績效表現，經常促使廠商必須進行產品組合與市場調整，從既有產品重心，主動或被動地轉移至另一個產品市場。自2000年中華電信數據通信分公司Hinet開始提供ADSL寬頻上網，台灣數位遊戲產業便從傳統單機遊戲跨入線上遊戲，2009年隨著Facebook興起社群網頁遊戲，2010年起智慧型行動裝置普及帶動行動遊戲風潮，可以看到台灣數位遊戲廠商一直到2016今天加上全球在擴增實境(AR)與虛擬實境(VR)的應用整合，因之進行產品策略轉移，採取一連串的軸轉行動。本研究透過動態競爭觀點解析廠商軸轉之前因與後果，探討軸轉行動在台灣數位遊戲產業中之角色。以截至2015年12月底於臺灣證券交易所或證券櫃檯買賣中心上市櫃之12家遊戲公司為樣本，運用結構內容分析法從巴哈姆特電玩資訊站新聞資料庫蒐集2001自2015年間之新聞資料12,131筆，最後篩選出策略性行動與戰術性行動共9,604次行動。實證結果顯示(1) 前期相對策略性行動比對於軸轉呈正向顯著關係；(2)前期相對戰術性行動比對於軸轉呈負向顯著關係；(3)前期同業平均規模對於軸轉呈正向顯著關係，而前期同業平均規模的二次項對於軸轉為負向顯著關係(4)跨上中下游整合程度越高，軸轉可能性越低；(5)前期稅後淨利成長率對於軸轉呈負向顯著關係；(6) 前期營收淨額與軸轉呈正向顯著關係；(7)軸轉與廠商營業毛利有正向顯著的關係。

關鍵字

動態競爭；軸轉；台灣數位遊戲產業

並列摘要

Abstract Owing to advances in technology, the types of digital game product keep changing as well. Since 2000, the Chunghwa Telecom started to provide ADSL broadband internet service, Taiwan digital game industry switched to online game from PC game. In 2009 Facebook led to the development of the social web game, after 2010 smart mobile device popularized brought the boom of App mobile game. In order the fit the trend, digital game company must change product set as well. This research aims to figure out the role of the corporate pivoting action in Taiwan's digital games industry through dynamic competitive perspective to analyze the consequence and sequel of pivoting, and competitive behavior is classified into strategic behavior and tactic behavior. In the end of December 2015, there are 12 Taiwan Listed and OTC digital games companies which is selected as the research sample. A structural content analysis method was employed to analyze 12,131 news reports archived in gamer.com.tw database between 2001 and 2015. Subsequently, 9,604 news reports relating to competitive behavior were identified. The result indicated that(1)the relative rate of number of strategy action in earlier stage is significantly and positive correlated to pivoting;(2)the relative rate of number of tactic action in earlier stage is significantly and negative correlated to pivoting;(3)the average of net sales of others in earlier stage in earlier stage is significantly and positive correlated to pivoting, but the effect goes down as the average of net sales of others goes up;(4)the higher level of the industry integration the lower probability of pivoting;(5)the growth rate of net profit after tax in earlier stage is significantly and negative correlated to pivoting;(6)the net sales in earlier stage is significantly and positive correlated to pivoting;(7)the pivoting is significantly and positive correlated to gross profit.