本文選題：網(wǎng)絡(luò)游戲產(chǎn)業(yè) + 消費選擇��； 參考：《山東大學》2012年博士論文

【摘要】：作為一個僅誕生了十余年的新興產(chǎn)業(yè),我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)在短短的發(fā)展歷程中取得了驚人的增長速度,無論是從對經(jīng)濟增長的直接推動、對周邊產(chǎn)業(yè)的間接帶動還是對于社會文化的影響力上都已經(jīng)成為了一個不容忽視的產(chǎn)業(yè)領(lǐng)域。從傳統(tǒng)的產(chǎn)業(yè)劃分標準來講,網(wǎng)絡(luò)游戲產(chǎn)業(yè)既是互聯(lián)網(wǎng)產(chǎn)業(yè)的典型代表,同時又兼具顯著的文化產(chǎn)業(yè)或者創(chuàng)意產(chǎn)業(yè)屬性,因此網(wǎng)絡(luò)游戲產(chǎn)業(yè)應當屬于兩個產(chǎn)業(yè)的交叉領(lǐng)域,網(wǎng)絡(luò)游戲產(chǎn)品中所具備的精神文化元素使其具備了對社會意識形態(tài)的影響力,而網(wǎng)絡(luò)游戲產(chǎn)品以互聯(lián)網(wǎng)作為主要存在載體與傳播媒介的特征又使得網(wǎng)絡(luò)游戲產(chǎn)業(yè)所具備的文化傳播及社會意識形態(tài)影響力相比于其他文化產(chǎn)品更為廣泛深遠,而在網(wǎng)絡(luò)游戲產(chǎn)業(yè)有力拉動國民經(jīng)濟增長的同時,其特殊的生產(chǎn)、流通及消費方式下產(chǎn)業(yè)運營所帶來的污染及能耗之低乃是大多數(shù)傳統(tǒng)制造業(yè)甚至新興產(chǎn)業(yè)所無法比擬的,是低碳型產(chǎn)業(yè)的典型,因而我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)的發(fā)展具有重大的社會經(jīng)濟意義。 在我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)迅猛的發(fā)展勢頭之下,網(wǎng)絡(luò)游戲企業(yè)的運營卻始終具有高風險性,由于網(wǎng)絡(luò)游戲產(chǎn)品在投入市場運營之前企業(yè)就需要付出巨大的沉沒成本,而產(chǎn)品市場反應及盈利的高度不確定性則為前期投入帶來了巨大風險,而網(wǎng)絡(luò)游戲運營前期的高額沉沒成本投入與高風險背景下的產(chǎn)業(yè)整體低收益水平之間的沖突則構(gòu)成了我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展所面臨的核心問題,而在高投入與低收益的核心沖突之下,存在于我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)不同環(huán)節(jié)的四個基本矛盾則對產(chǎn)業(yè)的可持續(xù)發(fā)展構(gòu)成了制約：產(chǎn)業(yè)盈利規(guī)模與搖擺不定的盈利模式之間的矛盾導致企業(yè)行為與市場競爭秩序難以實現(xiàn)規(guī)范,從而對企業(yè)盈利能力與消費者受益造成了損害；不斷增多的產(chǎn)品種類數(shù)量與逐漸縮短的網(wǎng)絡(luò)游戲產(chǎn)品生命周期之間的矛盾在導致產(chǎn)品贏利周期縮短的同時也帶來了產(chǎn)業(yè)整體生產(chǎn)研發(fā)資源的浪費,造成了網(wǎng)絡(luò)游戲市場運作績效的降低；產(chǎn)業(yè)影響力大與政府規(guī)制力度微弱之間的矛盾導致產(chǎn)業(yè)發(fā)展趨勢缺乏整體規(guī)劃與政策導向；產(chǎn)業(yè)自身發(fā)展與社會外部負效應間的矛盾在帶來巨大的社會負面影響的同時也增加了產(chǎn)業(yè)發(fā)展的外部阻力,綜上所述,一個核心沖突和四個基本矛盾共同構(gòu)成了制約網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展的瓶頸。 從我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)的整個運營體系來看,無論是產(chǎn)品種類結(jié)構(gòu)還是研發(fā)與制作技術(shù)已趨于成熟,而產(chǎn)業(yè)鏈結(jié)構(gòu)亦較為完整,目前我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)已經(jīng)形成了由網(wǎng)絡(luò)游戲開發(fā)商、網(wǎng)絡(luò)游戲運營商、渠道銷售商、電信運營商以及網(wǎng)吧等上網(wǎng)場所和終端用戶所構(gòu)成的產(chǎn)業(yè)鏈結(jié)構(gòu),而在前期投入一定的條件下,網(wǎng)絡(luò)游戲運營商為新增用戶提供服務(wù)所額外付出的邊際成本是幾乎可以忽略的,因此網(wǎng)絡(luò)游戲產(chǎn)業(yè)的產(chǎn)能是極為旺盛的,這也就說明網(wǎng)絡(luò)游戲產(chǎn)業(yè)盈利問題的根源并非存在于生產(chǎn)與研發(fā)領(lǐng)域。而相對于我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)穩(wěn)定的成本投入與較強的生產(chǎn)研發(fā)能力,網(wǎng)絡(luò)游戲的消費需求領(lǐng)域卻存在著高度的不確定性,網(wǎng)絡(luò)游戲消費選擇行為特征及影響因素仍為未知并超出了傳統(tǒng)的消費理論解釋范圍,因此我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)核心沖突的本質(zhì)即為剛性的生產(chǎn)投入與不確定的消費需求之間的不均衡。本文通過對網(wǎng)絡(luò)游戲基本盈利模式的經(jīng)濟學分析論證了消費選擇因素對產(chǎn)業(yè)盈利能力的主導性作用機制,而消費選擇因素同樣是產(chǎn)業(yè)不同層面基本矛盾的根源,因此本文在將網(wǎng)絡(luò)游戲消費選擇問題作為研究的切入點與邏輯主線的基本思路下展開對產(chǎn)業(yè)盈利與可持續(xù)發(fā)展條件的研究。 在基本研究方法上,本文選擇將消費選擇領(lǐng)域作為對網(wǎng)絡(luò)游戲產(chǎn)業(yè)研究體系的重心,構(gòu)建了以消費選擇理論體系為平臺向產(chǎn)業(yè)發(fā)展不同環(huán)節(jié)拓展延伸的理論框架,并完成了一系列以消費選擇為主導的理論模型構(gòu)建,從而在一定程度上彌補了傳統(tǒng)的經(jīng)濟理論體系在新經(jīng)濟結(jié)構(gòu)下的解釋局限性,而本文的研究在對網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展問題提供解釋與解決策略的同時,理論模型在同類產(chǎn)業(yè)領(lǐng)域中同樣具有適用性,因此也為相關(guān)的互聯(lián)網(wǎng)產(chǎn)業(yè)、文化產(chǎn)業(yè)等領(lǐng)域的消費選擇行為、企業(yè)競爭以及產(chǎn)業(yè)盈利等問題的研究提供了全新的視角與路徑,因此研究結(jié)論無論在實際運用還是理論延伸方面都具有較為廣泛的空間。 本文在研究結(jié)構(gòu)上分為三個主要部分,分別為導論部分、基本理論模型與解釋性模型三部分。 導論部分在通過對我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)大量事實進行梳理歸納并提出問題的基礎(chǔ)上,論證了消費選擇因素對產(chǎn)業(yè)發(fā)展問題的作用機制,進而通過對現(xiàn)有網(wǎng)絡(luò)游戲產(chǎn)業(yè)的經(jīng)濟學研究文獻綜述發(fā)現(xiàn),網(wǎng)絡(luò)游戲的消費選擇問題在現(xiàn)有理論研究中成為被忽視或以“非理性”名義予以回避的領(lǐng)域,而現(xiàn)有理論亦沒有對我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展中存在的問題作出合理的解釋與指導。而在基本經(jīng)濟學理論體系中,無論是古典經(jīng)濟學的消費思想、新古典經(jīng)濟學的消費理論還是20世紀90年代以來的新興消費流派都在理論框架或研究方法上存在局限性,因此無法適用于網(wǎng)絡(luò)游戲的消費選擇行為研究。鑒于此,本文在批判性的吸收借鑒前人研究成果的基礎(chǔ)上,在修整拓展后的理性經(jīng)濟人假設(shè)框架下,將網(wǎng)絡(luò)游戲消費者行為重新納入到了規(guī)范的經(jīng)濟分析框架之中,完成了對本文研究的整體理論框架與基本消費選擇模型的構(gòu)建。 第二部分,基本理論模型。該部分包含第四章網(wǎng)絡(luò)游戲產(chǎn)業(yè)消費者理論構(gòu)建與論證。在論證了消費選擇因素在網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展中的關(guān)鍵作用以及研究的基本理論框架的基礎(chǔ)上,主要完成了作為本文研究體系理論基礎(chǔ)的網(wǎng)絡(luò)游戲消費選擇理論體系的構(gòu)建。在對網(wǎng)絡(luò)游戲消費行為特征進行經(jīng)驗觀測及歸納總結(jié)的基礎(chǔ)上,本文將網(wǎng)絡(luò)游戲產(chǎn)品消費需求的特殊性因素引入消費理論框架,對網(wǎng)絡(luò)游戲消費者的效用偏好體系進行了重構(gòu),進而在得出網(wǎng)絡(luò)游戲消費者效用偏好特征結(jié)論基礎(chǔ)上完成了網(wǎng)絡(luò)游戲消費效用函數(shù)的構(gòu)建,并通過效用函數(shù)模型的一系列推導處理,對不同約束條件及體現(xiàn)形式下以效用函數(shù)為中心的網(wǎng)絡(luò)游戲消費需求特征及一般性規(guī)律進行了較為系統(tǒng)的論證,從而為網(wǎng)絡(luò)游戲產(chǎn)業(yè)量身訂做了不同于傳統(tǒng)消費理論的消費選擇理論框架。 第三部分,理論應用模型。在第二部分完成了網(wǎng)絡(luò)游戲消費選擇理論框架構(gòu)建的基礎(chǔ)上,本文在消費選擇理論平臺基礎(chǔ)上向網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展的不同層面既涉及到的不同領(lǐng)域進行拓展延伸,將消費選擇因素作為原動力與主導因素引入網(wǎng)絡(luò)游戲產(chǎn)業(yè)運營體系中,完成了一系列解釋性模型的構(gòu)建,同時也通過與產(chǎn)業(yè)發(fā)展實際問題及不同層面理論體系的結(jié)合運用進一步促進了了網(wǎng)絡(luò)游戲消費選擇理論體系的深化拓展。 本文首先通過網(wǎng)絡(luò)游戲消費選擇行為與網(wǎng)絡(luò)游戲廠商運營機制的結(jié)合,從利潤來源角度下對不同盈利模式下的網(wǎng)絡(luò)游戲廠商盈利機制進行了構(gòu)建,并通過盈利機制的激勵相容性分析驗證了網(wǎng)絡(luò)游戲廠商利潤與消費者受益的一致性以及消費選擇行為在網(wǎng)絡(luò)游戲廠商盈利機制中的主導性地位,因而網(wǎng)絡(luò)游戲消費者收益水平則是決定不同盈利模式下廠商盈利能力的關(guān)鍵。 在完成了網(wǎng)絡(luò)游戲盈利機制分析的基礎(chǔ)上,本文進一步通過對消費選擇與網(wǎng)絡(luò)游戲盈利持續(xù)性的相關(guān)性分析展開了對網(wǎng)絡(luò)游戲生命周期問題的研究,本文從從消費選擇行為持續(xù)的角度下對網(wǎng)絡(luò)游戲產(chǎn)品生命周期的延續(xù)模式進行了構(gòu)建,并對生命周期不同階段下的消費收益與需求變化進行了分析,在此基礎(chǔ)上構(gòu)建了消費選擇視角下的網(wǎng)絡(luò)游戲產(chǎn)品生命周期模型,并通過模型推導對網(wǎng)絡(luò)游戲產(chǎn)品生命周期延續(xù)的影響因素進行了分析,得出消費群體在選擇進入期的選擇成本以及持續(xù)消費期的轉(zhuǎn)換成本是決定網(wǎng)絡(luò)游戲產(chǎn)品生命周期延續(xù)的關(guān)鍵,而在網(wǎng)絡(luò)游戲產(chǎn)品層面上則取決于網(wǎng)絡(luò)游戲精神內(nèi)涵的廣度與深度、消費資本準入水平及積累速度。 在完成了網(wǎng)絡(luò)游戲產(chǎn)品與企業(yè)層面問題的研究之后,本文將消費選擇因素引入網(wǎng)絡(luò)游戲市場競爭層面,或者說將競爭因素引入到了消費選擇主導下的網(wǎng)絡(luò)游戲廠商之中,對消費選擇行為對網(wǎng)絡(luò)游戲市場結(jié)構(gòu)形成的推動機制進行了分析,通過網(wǎng)絡(luò)游戲市場結(jié)構(gòu)形成機制模型分析,得出消費選擇行為特征對網(wǎng)絡(luò)游戲市場集中度提升具有推動作用,在此基礎(chǔ)上本文進一步將網(wǎng)絡(luò)游戲消費者作為市場績效判定的主體,通過引入消費福利的網(wǎng)絡(luò)游戲市場績效模型分析,得出在市場規(guī)模一定的條件下,市場集中度與消費者福利、廠商福利以及社會總福利水平成正比,因此在相關(guān)規(guī)制政策導向上應當在保證市場競爭秩序合理化的前提下順應自然競爭條件下市場集中度提高的發(fā)展趨勢。 網(wǎng)絡(luò)游戲產(chǎn)業(yè)的可持續(xù)發(fā)展不僅僅是產(chǎn)業(yè)內(nèi)部的盈利問題,而且涉及到產(chǎn)業(yè)發(fā)展與社會環(huán)境之間的兼容性,而由網(wǎng)絡(luò)游戲成癮所導致的巨大社會負外部效應則是我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展所不容回避的問題,因此在前面完成了對網(wǎng)絡(luò)游戲產(chǎn)業(yè)盈利問題研究的基礎(chǔ)上,本文最后對產(chǎn)業(yè)發(fā)展外部效應的治理進行了探討。在對成癮性消費行為特征進行歸納分析的基礎(chǔ)上,本文網(wǎng)絡(luò)游戲消費選擇理論體系作為理論核心對網(wǎng)絡(luò)游戲成癮性消費模型進行了構(gòu)建,為長期以來被視為社會心理問題的網(wǎng)絡(luò)游戲成癮現(xiàn)象的形成機制以及變化趨勢提供了合理的經(jīng)濟學解釋。通過網(wǎng)絡(luò)游戲成癮性消費模型分析得出,成癮性消費同樣是理性消費者在特定約束條件下最優(yōu)消費選擇的體現(xiàn),而成癮性消費者長期成癮性消費路徑中最優(yōu)均衡條件的存在與構(gòu)成則為網(wǎng)游成癮的有效治理提供了依據(jù)。在網(wǎng)絡(luò)游戲成癮性消費的治理中,應當采取對成癮性消費選擇機制的內(nèi)部調(diào)整為主、外部約束為輔的策略,通過影響成癮性消費者最優(yōu)化消費路徑下的自我約束機制來實現(xiàn)對消費行為的干預。 綜上所述,本文的研究是從消費選擇角度入手解決了我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)的盈利與可持續(xù)發(fā)展條件問題,由于現(xiàn)有的理論研究都無法對其作出合理的解釋,因此本文的研究問題應當屬于理論與現(xiàn)實的沖突問題。本文運用品牌經(jīng)濟學選擇成本范式下將消費者作為研究主體、將消費選擇行為作為第一視角的研究思路,對消費選擇因素對網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展的決定性作用機制進行了經(jīng)濟學解釋,并提出了以消費群體為主要著力點,以理性最優(yōu)條件下的消費選擇機制為主要實施路徑的解決策略,從而為我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)盈利能力的提升與發(fā)展的可持續(xù)性提供了理論參考。
[Abstract]:As a new industry that has been born for more than ten years , China ' s online game industry has achieved remarkable growth rate in the course of short - term development , whether from the direct drive to economic growth , the indirect driving of the surrounding industry or the influence of the social culture .

Under the rapid development trend of network game industry in our country , the operation of network game enterprise is always high risk , and because network game products need to pay great sunk cost before market operation is put into operation , the conflict between the high investment and low return of network game is the core problem facing the development of network game industry in our country .
The contradiction between the increasing number of products and the life cycle of the gradually shortened network game product leads to the shortening of the product ' s profit period and the waste of the production and development resources of the industry as a whole , which leads to the decrease of the performance of the network game market operation ;
The contradiction between industry influence and weak government regulation leads to the lack of overall planning and policy guidance .
In the light of the above , a core conflict and four fundamental contradictions constitute a bottleneck which restricts the development of network game industry .

From the whole operation system of the network game industry in our country , whether the product category structure or the R & D and manufacturing technology has become mature , and the industry chain structure is complete , the network game industry has already formed the industry chain structure composed of network game developers , network game operators , channel vendors , telecom operators and Internet cafes .

In the basic research method , this paper chooses the domain of consumption selection as the center of gravity of the research system of the network game industry , and constructs a series of theoretical models which extend from the consumption selection theory system to the industry development .

This paper is divided into three main parts : introductory part , basic theory model and explanatory model .

In the basic economic theory system , whether the consumption theory of classical economics , the consumption theory of neo - classical economics or the emerging consumption schools in the 1990s have limitations in the theoretical framework or research method , the present theory does not apply to the research of consumption choice behavior of network game .

The second part , the basic theory model . The part contains the construction and demonstration of the consumer theory of network game industry in chapter 4 . On the basis of the empirical observation and conclusion of the characteristic of network game consumer behavior , this paper constructs the consumer utility function of the network game by introducing the particularity of the consumption demand of the network game .

The third part , on the basis of the theoretical framework of the theory of consumer choice theory , is based on the theory platform of consumption choice theory . In this paper , based on the theory platform of consumption selection , this paper extends the different fields involved in the network game industry development , and then completes the construction of a series of explanatory models . At the same time , it further promotes the deepening and expansion of the theory system of network game consumption by combining with the practical problems of industry development and the combination of the theoretical system at different levels .

Firstly , through the combination of network game consumption selection behavior and network game manufacturer ' s operation mechanism , the profit mechanism of network game manufacturers in different profit and profit mode is constructed from the point of profit source , and the consistency of profit and consumer benefit of network game manufacturers and the dominant position of consumer choice behavior in the profit mechanism of network game manufacturers are verified through the incentive compatibility analysis of profit mechanism , so the profit level of network game consumers is the key to determine the profitability of the manufacturers in different profit and profit mode .

Based on the analysis of network game profitability , this paper further studies the life cycle problem of network game by analyzing the correlation between consumption selection and network game profitability .

After completing the research of network game product and enterprise level problem , this paper introduces the consumption choice factor into the market competition level of the network game , or introduces the competition factor into the network game manufacturer under the guidance of the consumption selection , and then analyzes the consumption selection behavior to the network game market concentration promotion mechanism . Then , the market concentration degree is directly proportional to the consumer welfare , the manufacturer ' s welfare and the total social welfare level .

The sustainable development of the network game industry is not only the profit problem in the industry , but also the compatibility between the industrial development and the social environment .

In conclusion , the research of this paper is to solve the problem of profit and sustainable development of network game industry in our country from the angle of consumption selection .
【學位授予單位】：山東大學
【學位級別】：博士
【學位授予年份】：2012
【分類號】：F49

【引證文獻】

相關(guān)期刊論文 前1條

1 于力;李大凱;田曉青;;企業(yè)社會責任消費需求的經(jīng)濟分析——基于心理根源的消費選擇模型構(gòu)建[J];軟科學;2013年09期

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本文編號：2010296