線上遊戲產業之策略行銷與定價分析

The Strategic Marketing and Pricing Analysis of On-line Game Industry

蕭木癸(Muh-Guei Shiau)

《中華技術學院學報》 26期 (2003/04) Pp. 188-199

https://doi.org/10.7095/JCIT.200304.0188

摘要

線上遊戲目前為國內最熱門軟體內容產業之一環，產業週期屬於快速成長期，在網路泡沫化，以及全球經濟蕭條狀況下，仍然一枝獨秀，蓬勃發展，表現耀眼亮麗，並且帶動通訊產業需求成長。然而，在榮景的背後，產業的激烈競爭也逐漸進入白熱化的階段，經營不善的線上遊戲廠商悄悄地退出了市場。本研究簡介線上產業特性與市場現況，並以策略行銷分析架構來進行分析。本研究亦特別著重於競爭策略中的定價模式，並希望能給予市場領先者與新進產業者一些決策參考。簡言之，線上遊戲之社群效果與流行性，會是影響產業行銷策略的最獨特性質。本研究由資訊蒐集成本、道德危機成本、與專屬陷入成本三個構面對線上遊戲廠商提供行銷策略上的具體建議；此外，也由外顯單位效益成本去考慮廠商的定價策略，分析線上遊戲廠商的現行定價模式。

關鍵字

線上遊戲 ； 策略行銷分析 ； 定價模式

並列摘要

On-line game is a major part of the hottest software industry in Taiwan, and is in its rapid growth stage in the industrial cycle. During the global recessionary time, On-line game industry still boomed despite the burst of internet bubble, and stimulated the demand of communication industry. Behind the prosperity, however, the keen competition in On-line game industry forced the firms with poor performance withdrew from the market. This paper introduces the characteristics and the market condition of On-line game industry, and proceeds analyses in the framework of strategic marketing analysis. This paper also emphasizes the pricing model of competition strategy, and provides market leaders and new enterers useful suggestions to make decisions of pricing. To sum up, herding and prevailing effects are the most unique characteristics of On-line game, which influence the marketing strategy extremely. This paper provides On-line game firms solid advices on marketing strategy from three phases: Information gathering cost, Moral hazard cost, and Exclusive property involving cost. Moreover, this paper examines the prevailing pricing models from the perspective of External cost per unit benefit.

並列關鍵字

On-line Game ； Strategic Marketing Analysis ； Pricing Model