線上遊戲娛樂平台於中國大陸地區之經營策略

Operation Strategies of the Online Game Portal in Mainland China

張功明(Kong-Ming Chang)

指導教授 ： 梁朝雲

元智大學/資訊學院/資訊傳播學系/碩士(2007年)

https://doi.org/10.6838/YZU.2007.00064

摘要

隨著近年來個人電腦技術的高速發展與網際網路的不斷普及，帶動了一連串產業鏈的變動，大型多人線上遊戲 (Massive Multiplayer Online Game, MMOG) 的問世更使得銷售遊戲產品從賣方市場到買方市場的單一模式獲致突破，而後免付費遊戲機制的推出，使得線上遊戲的營運型態更加多樣化。本研究針對三年內曾於中國大陸營運線上遊戲或休閒遊戲，且目前仍持續進行經營的營運公司進行研究，藉由深度訪談及文獻分析六家個案分處產業中不同競爭地位，再探討各競爭位置所演變出的線上遊戲企業經營策略，並提出相關建議作為爾後意欲前往中國地區發展之遊戲營運公司之參考建議。

關鍵字

大型多人線上遊戲 ； 線上遊戲營運商 ； 遊戲研發 ； 經營策略

並列摘要

With the fast development of computer technologies and the popularization of internet in recent years, a succession of industry chain changes were driven. The appearance of Massive Multi-player Online Game (MMOG) caused the shift from monotonous seller's market to a more selective buyer's market. And with the introduction of free gaming mode, the operating manner of online games became even more diversified. This study focuses on the online games and/or casual games in Mainland China that were sold or provided services in the past three years with the operation companies still operating today. The analysis starts by interviewing and referring to documentations to analyze six companies with different competitive positions in the game industry, and then probes into the management strategies developed by the online game enterprises in different industry position. Finally, the study will give relevant suggestions as references for game companies intending to develop in China area in the future.

並列關鍵字

Massively multi-player online games ； Online game operator ； Game development ； Management strategies

參考文獻

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