長壽手機遊戲關鍵成功因素之研究

手機遊戲為一個快速發展的市場且競爭激烈，大部分的手遊的產品生命週期都很短。然而長壽手遊可為公司帶來穩定的收入並使其能穩定發展，但卻缺乏相關研究。因此本研究目的為探討長壽手機遊戲關鍵成功因素。本研究回顧相關文獻描述現今手遊營運、定義出長壽手機遊戲；進而以個案分析法與專家訪談法進行業界專家訪談，並選擇五款的長壽手遊進行分析。研究結果發現，在市場上的長壽手機遊戲的產品之所以能在市場上長久的營運，與遊戲營運企劃策略有關。長壽手機遊戲除了品質穩定外，營運部分以登入送禮、副本活動、儲值回饋、新品上架都是成為長壽手機遊戲的關鍵因素。文內亦對經營長壽手機遊戲提出六項建議。

關鍵字

產品設計；營運企劃；手機遊戲；長壽手機遊戲

並列摘要

The mobile games market is a quick expanding industry. The most mobile games have short lifecycle in this furious competition. A longevity mobile game offers its company a steady income to support new project developing. However, currently we don't have much research about the topic especially from operation aspects. This study aims to find the key success factors of longevity mobile games. We reviewed literatures about the current market and defined the longevity mobile game. Furthermore, we interviewed experts in operating the mobile games and selected five longevity mobile games to be analyzed. The results show that, besides fair gaming quality, the operation planning plays an import role in successfully running a longevity mobile game. We also provide six suggestions for design a longevity mobile game.

並列關鍵字

Product design ； Operation Planning ； Mobile game ； Longevity Mobile game

參考文獻

Yi, J., Lee, Y., & Kim, S.-H. (2019). Determinants of Growth and Decline in Mobile Game Diffusion. Journal of Business Research, 99, 363-372. Retrieved from http://www.sciencedirect.com/science/article/pii/S0148296317303636. doi:https://doi.org/10.1016/j.jbusres.2017.09.045

呂建緯(2010)。手機遊戲產業經營模式與策略之探索性研究(碩士論文)。實踐大學。