本文關(guān)鍵詞：X公司手機游戲商業(yè)模式創(chuàng)新研究　出處：《北京交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 移動互聯(lián)網(wǎng) 手機游戲 商業(yè)模式 創(chuàng)新

【摘要】：本文是在中國手機游戲市場爆炸式發(fā)展的大環(huán)境下,以一個手機游戲從業(yè)者的角度出發(fā),通過科學(xué)的分析方法和真實的數(shù)據(jù),對手機游戲商業(yè)模式的現(xiàn)狀和創(chuàng)新進行的研究。 首先,論文從中國移動互聯(lián)網(wǎng)的高速增長出發(fā)。2013年,中國手機用戶突破11億,中國手機游戲市場規(guī)模達到112.4億元,同比增長246.9%。2013年,中國手機網(wǎng)民增長5億人,其中,手機游戲的使用率由2012年的33.2%增長至43.1%。全球手機游戲市場將以27.3%的年均增長率在2016年達到239億美元的規(guī)模。這些數(shù)字都在向世人展示著一個全新的、蓬勃發(fā)展的、有著無限潛力的行業(yè)。然而,正是因為這個行業(yè)在中國剛剛起步,太多未知需要去探究。手機游戲商業(yè)模式的研究具有相當?shù)膬r值和意義。 其次,本研究從文獻及國內(nèi)外學(xué)者的角度對手機游戲、商業(yè)模式、商業(yè)模式創(chuàng)新概念進行整合。利用PEST、SWOT等理論模型,以及商業(yè)模式創(chuàng)新要素,對手機游戲行業(yè)發(fā)展現(xiàn)狀及現(xiàn)有的四種現(xiàn)有的商業(yè)模式的對比進行分析：全免費模式、下載收費模式、包月付費模式以及游戲內(nèi)購模式。將現(xiàn)有商業(yè)模式分析的結(jié)論作為基礎(chǔ),進行創(chuàng)新商業(yè)模式的研究。 最后,根據(jù)6W1H分析法以及Business Model Generation理論中的商業(yè)模式創(chuàng)新9要素,對X公司的生產(chǎn)要素進行整理和整合。從宏觀的政治、經(jīng)濟、社會等角度和微觀的數(shù)據(jù)、習(xí)慣、游戲個體等進行分析,最終演進、創(chuàng)新了三種手機游戲商業(yè)模式,分別為手機游戲植入式廣告商業(yè)模式、手機游戲?qū)I(yè)領(lǐng)域定制商業(yè)模和手機游戲定向流量分成商業(yè)模式。結(jié)合X公司的手機游戲的產(chǎn)業(yè)鏈分析,構(gòu)建X公司手機游戲商業(yè)模式創(chuàng)新的內(nèi)涵、方式和方法,并最終得出促進X公司手機游戲行業(yè)商業(yè)模式創(chuàng)新的對策和建議。
[Abstract]:This article is in the Chinese mobile phone game market explosive development environment, with a mobile phone game practitioner's angle, through the scientific analysis method and the real data. Research on the current situation and innovation of mobile game business model. First of all, the paper starts from the rapid growth of China Mobile Internet. In 2013, the number of mobile phone users in China exceeded 1.1 billion, and the scale of Chinese mobile game market reached 11.24 billion yuan. In 2013, the number of mobile phone users in China increased by 500 million people, including a rise of 246.9 percent over the same period last year. Mobile gaming usage rose to 43.1 percent from 33.2% in 2012. The global mobile gaming market is expected to grow at an average annual rate of $23.9 billion in 2016, with an average growth rate of $27.3%. The numbers are showing the world a whole new one. A booming industry with unlimited potential. However, it is precisely because the industry is just beginning in China that too much unknown needs to be explored. The study of the business model of mobile games has considerable value and significance. Secondly, this study integrates the concepts of mobile phone game, business model and business model innovation from the point of view of literature and scholars at home and abroad. And business model innovation elements, the mobile phone game industry development status and the existing four existing business models are compared: all free mode, download fee model. Based on the conclusion of the analysis of the existing business model, the research of innovative business model is carried out. Finally, according to 6W1H analysis and Business Model Generation theory of business model innovation 9 elements. From the macro political, economic, social and microcosmic data, habits, game individuals and so on, the final evolution. Innovation of three mobile phone game business models, respectively for mobile phone games embedded advertising business model. According to the analysis of the industry chain of X company mobile phone game, the innovation connotation of X company mobile phone game business model is constructed. Ways and methods, and finally get the X company mobile phone game industry business model innovation countermeasures and suggestions.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F49

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