本文選題：品牌構(gòu)筑 + 品牌識(shí)別　； 參考：《北京外國(guó)語(yǔ)大學(xué)》2017年碩士論文

【摘要】：本論文的研究主題是"游戲軟件企業(yè)的品牌構(gòu)筑與活用能否解決開(kāi)發(fā)生產(chǎn)性的困境"。"開(kāi)發(fā)生產(chǎn)性的困境"主要指游戲軟件企業(yè)在決定開(kāi)發(fā)一款游戲時(shí),可以選取兩種戰(zhàn)略:是耗費(fèi)大量時(shí)間和資源去開(kāi)發(fā)一款新作品,以產(chǎn)品的新奇性去吸引玩家;還是使用一些在過(guò)去的開(kāi)發(fā)活動(dòng)中積攢下來(lái)的資源,采取相對(duì)較少的時(shí)間去開(kāi)發(fā)一款系列性作品,但可能缺乏一些新奇感。而這兩種戰(zhàn)略難以?xún)扇那闆r,即是所謂的"開(kāi)發(fā)生產(chǎn)性的困境"。本文通過(guò)對(duì)日本游戲軟件企業(yè)的考察,也會(huì)對(duì)同樣采用系列化戰(zhàn)略的信息產(chǎn)業(yè)帶來(lái)一定的實(shí)踐意義。"開(kāi)發(fā)生產(chǎn)性的困境"是筑波大學(xué)的生稻史彥通過(guò)對(duì)1983年至1992年日本家用機(jī)游戲產(chǎn)業(yè)的觀察研究,再結(jié)合哈佛大學(xué)的Abernathy以及MIT的Utterback對(duì)創(chuàng)新的研究理論(L-A模型)而得出的。生稻把游戲的系列源頭作品看成是游戲軟件的主導(dǎo)設(shè)計(jì)指出在游戲產(chǎn)業(yè)中當(dāng)出現(xiàn)了主導(dǎo)設(shè)計(jì)時(shí),企業(yè)便不再專(zhuān)注于產(chǎn)品創(chuàng)新或更新產(chǎn)品體系,而是將資源用于提升開(kāi)發(fā)效率上,結(jié)果是開(kāi)發(fā)效率不斷得到提高而產(chǎn)品創(chuàng)新往往受到忽略。生稻將U-A模型得到的理論"生產(chǎn)性的困境"結(jié)合到游戲軟件產(chǎn)業(yè)中,從而得出了 "開(kāi)發(fā)生產(chǎn)性的困境"這一概念。然而生稻的研究止步于提出問(wèn)題的階段,并沒(méi)有很好的提出問(wèn)題的解決方法或者相關(guān)建議,故本研究的重點(diǎn)將在解決這一難題上。本文采用事例研究的方法,對(duì)光榮特庫(kù)摩軟件有限公司(簡(jiǎn)稱(chēng)"光榮")的游戲系列"無(wú)雙"的事例進(jìn)行分析。選擇該公司的原因是光榮在無(wú)雙系列的開(kāi)發(fā)過(guò)程中并沒(méi)有陷入"開(kāi)發(fā)生產(chǎn)性的困境"中,在產(chǎn)品系列化的過(guò)程中也能不斷保持游戲的新奇性,在系列化的進(jìn)程中不斷刷新產(chǎn)品概念,使得產(chǎn)品廣受歡迎。所以本文選取了該事例。論文首先明確了兩個(gè)問(wèn)題,即在分析一款游戲作品時(shí)應(yīng)該注意那些要素。另外的問(wèn)題是光榮是如何展開(kāi)"無(wú)雙"系列作品的。本文在明確了作品的玩法、核心概念、背景、故事、人設(shè)、音樂(lè)和特色的同時(shí),對(duì)光榮"無(wú)雙"系列的發(fā)展做了簡(jiǎn)單的概括。在起初的品牌構(gòu)筑階段,憑借著優(yōu)秀的創(chuàng)意和優(yōu)良的設(shè)計(jì),"無(wú)雙系列"的第一款作品《真.三國(guó)無(wú)雙》取得了成功。此后,光榮并不單純的發(fā)展這一個(gè)游戲系列,而是不斷的深化其核心概念,并通過(guò)新產(chǎn)品將能讓玩家體驗(yàn)到爽快感、宣泄感的"無(wú)雙"概念提取出來(lái),使其發(fā)展為一個(gè)獨(dú)立的游戲品牌。其后,光榮一直活用已經(jīng)構(gòu)筑起來(lái)的尤其品牌,并不斷的吸收其他公司、其他產(chǎn)業(yè)的優(yōu)秀IP,與自己公司的"無(wú)雙"品牌相結(jié)合,不停的開(kāi)發(fā)出新的產(chǎn)品。這樣一來(lái),不僅使得自己公司的品牌應(yīng)用范圍得以擴(kuò)大,也得到了被吸收的品牌原有消費(fèi)者的支持。光榮又不斷發(fā)揮其作品的核心價(jià)值,并針對(duì)各個(gè)游戲平臺(tái)不同的特點(diǎn)開(kāi)發(fā)出了超越不同游戲類(lèi)型的"無(wú)雙"類(lèi)作品,最終構(gòu)筑起一個(gè)強(qiáng)大的游戲品牌。因?yàn)榈靡嬗陂L(zhǎng)期以來(lái)對(duì)品牌的構(gòu)筑與強(qiáng)化以及靈活的使用,使得手中握有的品牌愈發(fā)強(qiáng)勁,因此光榮才能夠隨時(shí)迅速的轉(zhuǎn)換開(kāi)發(fā)戰(zhàn)略,甚至得以走出"開(kāi)發(fā)生產(chǎn)性的困境",走出一條屬于自己的道路。對(duì)于論文開(kāi)頭起初的問(wèn)題,光榮的事例也給出了答案。游戲公司的產(chǎn)品如果能夠擁有以?xún)?yōu)秀的游戲質(zhì)量為基礎(chǔ)的明確的核心概念、特有的游戲風(fēng)格、廣泛的游戲發(fā)展方向和成功的宣傳,那么便有可能走出"開(kāi)發(fā)生產(chǎn)性的困境"。通過(guò)本篇研究,不僅僅是想介紹、探究光榮是如何通過(guò)品牌構(gòu)筑等戰(zhàn)略來(lái)解決"開(kāi)發(fā)生產(chǎn)性的困境"并且找到獨(dú)自開(kāi)發(fā)戰(zhàn)略的事例,更重要的是想傳達(dá)出出在游戲開(kāi)發(fā)過(guò)程中品牌構(gòu)筑是十分重要的這一點(diǎn)。雖然構(gòu)筑品牌并不是一件簡(jiǎn)單的事情,但是在信息產(chǎn)業(yè)內(nèi)品牌這一概念的重要性不斷增加的現(xiàn)在,構(gòu)筑公司品牌,以品牌為出發(fā)點(diǎn)向各個(gè)領(lǐng)域進(jìn)發(fā),是不是也會(huì)成為未來(lái)信息產(chǎn)業(yè)的一個(gè)趨勢(shì)?這是筆者所思考的,希望不僅為日本,更能為國(guó)內(nèi)相關(guān)產(chǎn)業(yè)從業(yè)者帶來(lái)啟示,引起重視。
[Abstract]:The theme of this paper is "the plight of the brand building and the active use of the game software enterprise". "The development of productive dilemma" mainly refers to the selection of two strategies when the game software enterprise decides to develop a game: it takes a lot of time and resources to develop a new work, and is able to absorb the novelty of the product. To attract players, or to use some of the resources accumulated in the past development activities, to take relatively less time to develop a series of works, but there may be a lack of novelty. And the two strategies are difficult to double, that is, the so-called "developing and productive stranded". This article through the inspection of Japanese game software enterprises, It will also bring some practical significance to the information industry that also uses the serialization strategy. "Development of productive predicament" is the observation and Research on the Japanese home machine game industry of University of Tsukuba from 1983 to 1992, and the innovative research theory (L-A model) combined with the Abernathy of Harvard University and the Utterback of the Harvard University. When the leading design of the game software is regarded as the leading design of game software, the enterprise will not focus on the innovation of the product or update the product system in the game industry, but use the resources to improve the efficiency of the development. The result is that the efficiency of the development is constantly improved and the product innovation is often received. It is ignored that the theoretical "productive dilemma" obtained by the U-A model is integrated into the game software industry, and the concept of "development and production predicament" is obtained. However, the research of the raw rice stops at the stage of putting forward the problem, and there is no good solution to the problem or the relevant suggestions, so the focus of this study will be solved. The reason for choosing the company is that it has not fallen into the "plight of production and production" in the development process of the unparalleled series, and can also be kept in the process of product serialization. In order to keep the novelty of the game and constantly refresh the concept of product in a series of processes, the product is popular. So this article is selected in this article. First, two questions are made clear, that is, to pay attention to those elements in the analysis of a game. The other question is how the glory is to unfold the "unparalleled" series of works. At the same time, it makes a simple summary of the development of the glorious "unparalleled" series. At the beginning of the brand construction stage, with excellent creativity and excellent design, the first work of "no double series" has been successful. Pure development of this game series, but the continuous deepening of its core concept, and through the new product will be able to let players experience the feeling of pleasure, the "unparalleled" concept of the sense of extraction, to develop into an independent game brand. The excellent IP of his industry, combined with the "unparalleled" brand of his own company, has developed new products. In this way, it not only expands the scope of the brand application of the company, but also gets the support of the original consumer of the absorbed brand. It has developed a "unparalleled" type of work that transcends different types of games, and eventually builds a powerful game brand. Thanks to the long-term construction and strengthening of the brand and the flexible use of the brand, the brand in hand has become stronger, so the glory can quickly transform the development strategy and even get out of the "development strategy". To develop a productive dilemma, "go out of a path that belongs to yourself." at the beginning of the paper, a glorious example is also given. The product of a game company can have a clear core concept based on the quality of the game, the unique style of the game, the broad direction of the game and the success of the campaign. It is possible to get out of the "plight of development and production". Through this study, it is not just to introduce, explore how glory is through brand building and other strategies to solve the "plight of productive development" and to find an example of the development strategy alone, and more importantly, to convey the importance of the brand building in the process of game development. Although building a brand is not a simple thing, but the importance of the concept of brand in the information industry is increasing now, building a company brand, taking the brand as the starting point to the various fields, is it also a trend in the future information industry? This is the author's thought, hope not only for Japan, but also for Japan For domestic related industry practitioners to bring inspiration, attention.

【學(xué)位授予單位】：北京外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F273.2;F49

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