本文選題：網(wǎng)絡(luò)游戲運(yùn)營(yíng)商 + 商業(yè)模式�。� 參考：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 隨著互聯(lián)網(wǎng)的發(fā)展,網(wǎng)絡(luò)游戲已逐步成為人們主要的娛樂(lè)方式之一。網(wǎng)絡(luò)游戲以其獨(dú)特的全新的娛樂(lè)生活體驗(yàn),滿足了人們各種各樣的需求,大大地豐富了人們的精神生活,提高了人們的生活質(zhì)量。與此同時(shí),網(wǎng)游產(chǎn)業(yè)也取得了蓬勃的發(fā)展。從1997年起步至今,中國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)每年都保持著50%以上的遞增速度。根據(jù)《2007年度中國(guó)游戲產(chǎn)業(yè)報(bào)告》統(tǒng)計(jì)顯示,2007年中國(guó)網(wǎng)絡(luò)游戲用戶數(shù)達(dá)4017萬(wàn),比2006年同比增加23%;中國(guó)網(wǎng)絡(luò)游戲市場(chǎng)的實(shí)際銷售收入則達(dá)到了105.7億元人民幣,比2006年同比增長(zhǎng)61.5%。僅2007年中國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)對(duì)相關(guān)產(chǎn)業(yè)(如電信業(yè)、IT業(yè)、媒體等)的貢獻(xiàn)就高達(dá)400多億元人民幣。預(yù)計(jì)到2012年,中國(guó)網(wǎng)絡(luò)游戲出版市場(chǎng)的收入將達(dá)262.3億元人民幣,能夠?yàn)橄嚓P(guān)產(chǎn)業(yè)帶來(lái)近1000億元的產(chǎn)值,從2008年到2012年的年復(fù)合增長(zhǎng)率為19.9%。 在行業(yè)整體上升的階段,進(jìn)入市場(chǎng)較早的網(wǎng)絡(luò)游戲運(yùn)營(yíng)商市場(chǎng)規(guī)模與盈利份額也迅速攀升,一度成為了網(wǎng)游市場(chǎng)的壟斷寡頭。如盛大、九城、網(wǎng)易等。但是這一市場(chǎng)格局并沒(méi)有維持多久。由于網(wǎng)絡(luò)游戲具有巨大的市場(chǎng)潛力、快速的增長(zhǎng)率以及廣闊的利潤(rùn)空間,短短幾年內(nèi)就有大批企業(yè)涌入這個(gè)行業(yè),投資開發(fā)或引進(jìn)網(wǎng)絡(luò)游戲進(jìn)行運(yùn)營(yíng),其中,不乏運(yùn)營(yíng)實(shí)力強(qiáng)勁的門戶網(wǎng)站、具有技術(shù)優(yōu)勢(shì)的專業(yè)軟件公司以及具有網(wǎng)絡(luò)設(shè)備優(yōu)勢(shì)的電信運(yùn)營(yíng)商。據(jù)IDC2007顯示,前十名的網(wǎng)絡(luò)游戲運(yùn)營(yíng)商市場(chǎng)份額相差無(wú)幾,網(wǎng)絡(luò)游戲用戶數(shù)量和游戲規(guī)模的增長(zhǎng)速度曲線增長(zhǎng)速度呈逐年下降趨勢(shì),這些無(wú)不說(shuō)明中國(guó)網(wǎng)絡(luò)游戲市場(chǎng)已進(jìn)入完全競(jìng)爭(zhēng)狀態(tài)。 完全競(jìng)爭(zhēng)市場(chǎng)中,網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的同質(zhì)化現(xiàn)象日益嚴(yán)重,網(wǎng)絡(luò)游戲內(nèi)容方面, MMORPG的內(nèi)容相對(duì)模式化,普通玩家感覺(jué)游戲內(nèi)容基本上就是打怪練級(jí)、買裝備、賣裝備、尋寶、PK的循環(huán),除了游戲場(chǎng)景變化外,內(nèi)容本身極為相似。休閑游戲方面,由于國(guó)內(nèi)主要采取模仿現(xiàn)有成功休閑游戲產(chǎn)品和改編經(jīng)典單機(jī)游戲的方法進(jìn)行研發(fā),因此其游戲內(nèi)容本身也很難有所創(chuàng)新。網(wǎng)絡(luò)游戲經(jīng)營(yíng)戰(zhàn)略方面,運(yùn)營(yíng)商采用的形式也大體相同。自從2006年巨人的《征途》取得成功后,國(guó)內(nèi)運(yùn)營(yíng)商開始紛紛奉行巨人的精品戰(zhàn)略,一時(shí)間世界級(jí)大作《大航海時(shí)代ONLINE》、《奇跡世界》、《卓越之劍》、《R2》等紛紛涌入中國(guó)市場(chǎng),非精品不運(yùn)營(yíng)的理念成為運(yùn)營(yíng)商們的戰(zhàn)略主導(dǎo)思想。但是這些游戲極少考慮到了玩家的實(shí)際需求,因此市場(chǎng)表現(xiàn)一般。游戲的推廣過(guò)程中,運(yùn)營(yíng)商大都采取內(nèi)測(cè)、公測(cè)并輔以網(wǎng)絡(luò)廣告及網(wǎng)吧地推的推廣方式,手段較為單一。收費(fèi)模式方面,自2005年底盛大為擺脫同質(zhì)競(jìng)爭(zhēng)導(dǎo)致利潤(rùn)降低的境況推出了“免費(fèi)模式”,國(guó)內(nèi)運(yùn)營(yíng)商就開始紛紛模仿、跟風(fēng),經(jīng)過(guò)短短幾年發(fā)展,免費(fèi)模式已成為網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的主流收費(fèi)模式,但是免費(fèi)模式成為主流后也就逐漸失去了競(jìng)爭(zhēng)力。 網(wǎng)絡(luò)游戲作為創(chuàng)意行業(yè),同質(zhì)化的競(jìng)爭(zhēng)只會(huì)引發(fā)惡性競(jìng)爭(zhēng)的局面。因此,網(wǎng)絡(luò)游戲運(yùn)營(yíng)商不得不進(jìn)行創(chuàng)新以創(chuàng)造差異化的競(jìng)爭(zhēng)優(yōu)勢(shì)。商業(yè)模式創(chuàng)新作為企業(yè)創(chuàng)新的焦點(diǎn),是企業(yè)獲得差異化競(jìng)爭(zhēng)優(yōu)勢(shì)的主要途徑。網(wǎng)絡(luò)游戲運(yùn)營(yíng)商必須重視商業(yè)模式創(chuàng)新,意識(shí)到未來(lái)網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的唯一出路在于對(duì)自身商業(yè)模式的創(chuàng)新,否則無(wú)法應(yīng)對(duì)企業(yè)之間的競(jìng)爭(zhēng)。正如美國(guó)著名管理學(xué)家彼得·德魯克所說(shuō)“當(dāng)今企業(yè)之間的競(jìng)爭(zhēng),不是產(chǎn)品之間的競(jìng)爭(zhēng),而是商業(yè)模式之間的競(jìng)爭(zhēng)�！� 為此,本文根據(jù)商業(yè)模式的內(nèi)涵、結(jié)構(gòu)性維度及關(guān)聯(lián)性維度對(duì)網(wǎng)絡(luò)游戲運(yùn)營(yíng)商商業(yè)模式進(jìn)行了定義及要素界定,并在參考國(guó)內(nèi)外學(xué)者商業(yè)模式分析框架的基礎(chǔ)上,結(jié)合網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的價(jià)值鏈活動(dòng)提出了網(wǎng)絡(luò)游戲運(yùn)營(yíng)商價(jià)值鏈形態(tài)的商業(yè)模式分析框架。這個(gè)分析框架主要包括兩個(gè)部分,第一部分代表的是企業(yè)的價(jià)值主張以及建立在這個(gè)價(jià)值主張之上的各部分業(yè)務(wù)流程設(shè)計(jì),第二部分是企業(yè)關(guān)系網(wǎng)絡(luò)的建立,用以配合企業(yè)的采購(gòu)、生產(chǎn)運(yùn)營(yíng)、物流配送和市場(chǎng)推廣等活動(dòng),確保企業(yè)的正常運(yùn)轉(zhuǎn)。隨后,根據(jù)分析框架,本文詳細(xì)闡述了網(wǎng)絡(luò)游戲運(yùn)營(yíng)商商業(yè)模式要素創(chuàng)新的內(nèi)容,具體包括:(1)價(jià)值主張的創(chuàng)新表現(xiàn)為價(jià)值主張思維方式由“賣點(diǎn)”向“買點(diǎn)”的轉(zhuǎn)變。(2)市場(chǎng)定位創(chuàng)新表現(xiàn)為由基于產(chǎn)品細(xì)分轉(zhuǎn)化為基于顧客需求的縱向細(xì)分以及橫向置換創(chuàng)新。(3)價(jià)值鏈的創(chuàng)新表現(xiàn)為“點(diǎn)”和“鏈”的創(chuàng)新,“點(diǎn)”包括自主研發(fā)、虛擬經(jīng)營(yíng)以及第三方支付平臺(tái),“鏈”創(chuàng)新包括價(jià)值鏈的優(yōu)化。(4)收入模式的創(chuàng)新表現(xiàn)為收費(fèi)對(duì)象與方式的轉(zhuǎn)變。(5)關(guān)系網(wǎng)絡(luò)的創(chuàng)新表現(xiàn)在開發(fā)商協(xié)同、渠道商協(xié)同、客戶協(xié)同、同行業(yè)合作、異業(yè)合作等。最后,通過(guò)對(duì)行業(yè)創(chuàng)新的代表巨人網(wǎng)絡(luò)商業(yè)模式的分析,驗(yàn)證本文的觀點(diǎn)。 本文的創(chuàng)新之處表現(xiàn)在兩個(gè)方面,一方面是研究視角的創(chuàng)新,以往多以網(wǎng)絡(luò)游戲產(chǎn)業(yè)作為分析重點(diǎn),主要是從宏觀上把握,對(duì)網(wǎng)絡(luò)游戲企業(yè)缺乏操作意義。而本文則從網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的角度出發(fā),分析網(wǎng)游運(yùn)營(yíng)商經(jīng)營(yíng)環(huán)境,確定網(wǎng)游運(yùn)營(yíng)商商業(yè)模式的內(nèi)涵、要素,建立價(jià)值鏈形態(tài)的商業(yè)模式分析框架,對(duì)網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的具體運(yùn)作具有較強(qiáng)的現(xiàn)實(shí)意義。另一方面是研究?jī)?nèi)容的創(chuàng)新,目前關(guān)于網(wǎng)絡(luò)游戲運(yùn)營(yíng)商商業(yè)模式創(chuàng)新研究的文章目前還沒(méi)有1,命題的本身就是一種特色與創(chuàng)新。其主要體現(xiàn)為兩點(diǎn):一是商業(yè)模式的時(shí)效性,一般商業(yè)模式的研究都缺乏或忽視了對(duì)經(jīng)營(yíng)環(huán)境的分析,不具有適應(yīng)性與及時(shí)性,而本文在第3章詳細(xì)分析了網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的經(jīng)營(yíng)環(huán)境,奠定了商業(yè)模式創(chuàng)新的基礎(chǔ),使創(chuàng)新具有時(shí)效性;二是建立了價(jià)值鏈形態(tài)的網(wǎng)絡(luò)游戲運(yùn)營(yíng)商商業(yè)模式分析框架,并提出了商業(yè)模式要素創(chuàng)新的方向和具體內(nèi)容,對(duì)現(xiàn)有網(wǎng)絡(luò)游戲運(yùn)營(yíng)商具備較強(qiáng)的現(xiàn)實(shí)指導(dǎo)意義,體現(xiàn)了一定新意。 此外,本文主要運(yùn)用文獻(xiàn)和案例研究相結(jié)合的方法對(duì)網(wǎng)游運(yùn)營(yíng)商商業(yè)模式的創(chuàng)新進(jìn)行比較系統(tǒng)、詳細(xì)的研究,不僅豐富了商業(yè)模式研究理論的內(nèi)容,而且為網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的成功突圍提供了可操作性的思路和方法。
[Abstract]:With the development of the Internet, network games have gradually become one of the main ways of entertainment. Online games, with their unique and new entertainment life experience, meet people's various needs, greatly enrich people's spiritual life and improve the quality of people's life. At the same time, the online game industry has also made a vigorous development. Since 1997, China's online game industry has maintained an increasing rate of more than 50% every year. According to the statistics of the China game industry report in <2007, the number of online games users in China reached 40 million 170 thousand in 2007, 23% more than that in 2006, and the actual sales revenue of the Chinese online game market reached 10 billion 570 million yuan, The contribution of China's online game industry to related industries (such as telecommunications, IT, media, etc.) is up to about 40000000000 yuan in 2007, up to about 40000000000 from the same period in 2006. It is expected that by 2012, the revenue of the Chinese online game publishing market will reach 26 billion 230 million yuan, bringing the output value of nearly 100 billion yuan to the related industry from 2008 to 2012. The annual rate of annual growth is 19.9%.
In the stage of the industry rising, the market size and profit share of the online game operators who entered the market were also rising rapidly, and once became the monopoly oligopolies of the online game market. Such as Shanda, nine cities, NetEase and so on. But this market pattern has not been maintained for long. And a large margin of profit, in a few years, a large number of enterprises poured into the industry to invest and develop or introduce network games to operate, among them, there are no lack of strong operating portals, professional software companies with technical advantages and electronic mail operators with the advantages of network equipment. According to IDC2007, the top ten online games are shown. The market share of operators is different, the growth rate of network game users and game size is declining year by year, which shows that the Chinese online game market has entered a state of complete competition.
In the full competitive market, the homogeneity of network game operators is becoming more and more serious. In the content of network games, the content of MMORPG is relatively patterned, and the general players feel that the content of the game is basically gameplay, buy equipment, sell equipment, treasure and the cycle of PK. In addition to the change of scene, the content itself is very similar. It is difficult to innovate the game content itself because of the main way to imitate the existing successful leisure game products and the adaptation of the classic single game. In the business strategy of online games, the operators adopted the same form. Since the giant's "journey" in 2006, the domestic operators began. One after another, the giant's best strategy has been pursued. A world class "ONLINE>", "the world of marvels", "the miracle world >", "the sword of excellence" and "" are pouring into the Chinese market. The concept of non - quality and non - operation has become the strategic leading idea of the operators. But these games rarely take into account the actual needs of the players, so the market performance is general. In the process of promoting the play, the operators mostly adopt the internal test, public test and the promotion method of Internet bar and Internet bar, which are relatively simple. From the end of 2005, a "free model" was introduced to get rid of the low profit caused by the same quality competition. After several years of development, free mode has become the mainstream charging mode of online game operators. However, after the free mode becomes mainstream, it gradually loses competitiveness.
As the creative industry, the homogeneity of the competition will only lead to the situation of vicious competition. Therefore, the network game operators have to innovate to create different competitive advantages. The business model innovation is the focus of enterprise innovation and the main way to obtain the competitive advantage of the enterprise. The network game operators must pay attention to the competition. Business model innovation is aware that the only way out for the future network game operators lies in the innovation of their own business model, otherwise it is impossible to cope with the competition between enterprises. As Peter Drucker, the famous American manager, says, "competition between enterprises today is not competition between products, but competition between business models."
Therefore, this paper defines and defines the business model of the network game operators according to the connotation of the business model, the structural dimension and the relevance dimension. On the basis of reference to the analysis framework of the domestic and foreign scholars' business model, this paper puts forward the value chain form of the network game operators, combining the value chain of the network game operators. The framework of business model analysis consists of two parts. The first part represents the value proposition of the enterprise and the design of various parts of the business process based on the value proposition. The second part is the establishment of the enterprise relationship network, which is used to cooperate with the enterprise procurement, production and operation, logistics distribution and market promotion. Activities to ensure the normal operation of the enterprise. Then, according to the analysis framework, this paper expounds the content of the innovation of the business model of the network game operators, including: (1) the innovation of the value proposition is the change of the thinking mode of the value proposition from "selling point" to "buy point". (2) market positioning innovation is based on product segmentation. Transformation into vertical subdivision based on customer demand and horizontal displacement innovation. (3) innovation of value chain is "point" and "chain" innovation, "point" includes independent research and development, virtual operation and third party payment platform, chain innovation includes optimization of value chain. (4) the innovation of income model is the change of charging objects and ways (5) the innovation of the relationship network is manifested in the developer collaboration, the channel business collaboration, the customer collaboration, the cooperation with the industry, the different industry cooperation and so on. Finally, through the analysis of the industry innovation representative giant network business model, the paper verifies the view of this article.
The innovation of this article is shown in two aspects. On one hand, it is the innovation of the research perspective. In the past, the network game industry is the focus of the analysis. It is mainly grasped from the macro level and is lack of operation significance for the network game enterprises. The article analyzes the operating environment of the network operators and determines the operation of the network game from the perspective of the network game operators. The connotation, the elements, the establishment of the business model analysis framework of the value chain form is of great practical significance to the specific operation of the network game operators. On the other hand, it is the innovation of the research content. At present, there are no 1 articles about the business model innovation of the network game operators. The proposition itself is a special kind of research. Color and innovation, which are mainly embodied in two points: one is the timeliness of business model, and the research of general business model lacks or neglects the analysis of the operating environment. It does not have adaptability and timeliness. In the third chapter, the operating environment of network game operators is analyzed in detail, and the foundation of business model innovation is laid, and innovation has time. Efficiency; two is the establishment of the value chain form of network game operators business model analysis framework, and put forward the direction and specific content of business model elements innovation, the existing network game operators have a strong practical guiding significance, reflecting a certain new meaning.
In addition, this paper mainly uses the method of literature and case study to compare the innovation of the business model of the net tour operators. The detailed study not only enriches the content of the business model research theory, but also provides a feasible thinking and method for the success of the network game operators.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F49

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 王超;中國(guó)家電連鎖企業(yè)商業(yè)模式創(chuàng)新研究[D];渤海大學(xué);2012年

2 陳廣;網(wǎng)絡(luò)游戲引發(fā)挪用公款的犯罪學(xué)分析[D];湖南大學(xué);2012年

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本文編號(hào)：1859650

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