我國電腦遊戲產業之新產品開發策略考量

The new product development strategy considerations of computer game industry in Taiwan

黃國洲(Huang, Kuo Jou)

指導教授 ： 梁朝雲教授

元智大學/資訊學院/資訊傳播學系/碩士(2003年)

摘要

本論文研究目的主要是探討我國電腦遊戲產業對於新產品開發的主要策略考量，本研究搜集新產品開發等相關理論文獻作為研究基礎，並蒐集國內電腦遊戲市場等文獻資料，藉以探究我國遊戲產業的產品策略規劃考量要素。在研究方法上採取質性研究，針對2000-2003年之間在遊戲市場上成功推出自製網路遊戲的8間業者進行深度訪談，並從市場層面、技術層面以及公司組織能力等三項層面探討網路遊戲開發的策略考量要素，包括核心創意、產品概念、產品計劃以及遊戲開發過程等議題。
深度訪談後的研究結果發現國內遊戲公司，在前製模糊階段的核心創意與企劃概念考量，是經由市場調查蒐集玩家需求和市場發展性等資訊，使產品能夠具有區隔性，在技術層面考量藉由資訊研討交流以取得遊戲創意發揮的可行性，而遊戲產品本身則要藉助研發人員本身的經驗去追求遊戲的趣味與好玩性。此外，遊戲公司對於產品計劃所追求的目標則在於掌握市場先機，加強研發能力與資源並採取技術創新策略，並且要更進一步加強擴大經營能力與範圍。至於遊戲開發過程之中，主要關鍵要素則在於遊戲提案與可行性分析，針對遊戲企劃案投入適當的資源以及研發團隊，並且加強遊戲測試過程，以提升網路遊戲的品質。

關鍵字

新產品開發 ； 產品策略 ； 網路遊戲 ； 模糊前製考量

並列摘要

This study attempts to explore the new product development strategy considerations of computer game industry in Taiwan. By collecting literature from the related fields to serve as theoretical basis as well as to explore the strategic planning of product development. This study utilizes in-depth interview as a research method. Eight owners that successfully develop on-line games and come into the market from 2000-2003 were interviewed for understanding the strategic planning in terms of marketing, technology and company capacity of on-line game. The issues to be addressed include the core idea, product concept, product plan, and product development.
According to interviews, it is found that the core idea and game concept within fuzzy front end is to collect messages from player’s demand and market growth through market research to make product differentiable. It is also advised to acquire the feasibility for the game idea by workshop intercommunication about technology level, and the developers whom seek for the playing and interesting within game should be depended on their experience. In addition, the owners’ strategic goal for product plan is to predominate the fast mover opportunity, and strengthen the research capability and resource, taking the technology innovation strategy, and then enhance further the operation capacity of the on-line game business. As for the product development process, the key factor is to bring forward the game project and feasibility analysis, according the project’s requirement to support the proper resource and the team members, and stress the testing finally to upgrade the game’s quality.

並列關鍵字

NPD ； Product strategy ； Online game ； FFE

參考文獻

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