本文選題：用戶生命周期價值　切入點：運營優(yōu)化　出處：《東華大學》2017年碩士論文

【摘要】：國內(nèi)網(wǎng)絡(luò)游戲產(chǎn)業(yè)經(jīng)過十幾年的高速發(fā)展后,網(wǎng)絡(luò)游戲產(chǎn)品市場的競爭日益激烈,這促使網(wǎng)絡(luò)游戲研發(fā)商和運營商更加關(guān)注游戲產(chǎn)品的品質(zhì),并通過不斷優(yōu)化產(chǎn)品的運營管理,提高產(chǎn)品的競爭力。本文介紹了S公司的X網(wǎng)絡(luò)游戲項目在騰訊游戲平臺上的運營情況和運營日志系統(tǒng),并從日志系統(tǒng)所采集日志數(shù)據(jù)出發(fā),經(jīng)過數(shù)據(jù)清洗和數(shù)據(jù)重構(gòu)后進行統(tǒng)計和分析,發(fā)現(xiàn)X項目在用戶留存率(User Retention Rate,URR)、平均每用戶收益(Average Revenue Per User,ARPU)、平均在線人數(shù)(Average Concurrent Users,ACU)以及項目生命周期價值(Life Time Value,LTV)等幾個核心運營指標方面存在的嚴重問題。同時,經(jīng)過針對平均每付費用戶收益(Average Revenue Per Pay User,ARPPU)的數(shù)據(jù)分析,發(fā)現(xiàn)X項目存在每付費用戶投入成本過高的問題,這既有悖于社會公德,也不利于延長X項目的生命周期,同時也有違S公司所倡導的“健康,娛樂,共贏”的企業(yè)理念。S公司認為,作為一個為用戶提供娛樂的公司,應(yīng)以實際行動表現(xiàn)出企業(yè)所應(yīng)有的社會責任感。針對上述問題,結(jié)合目前網(wǎng)絡(luò)游戲用戶的行為特點和網(wǎng)絡(luò)游戲的虛擬特性,本文提出從用戶生命周期價值的視角優(yōu)化現(xiàn)有S公司運營管理。只有解決核心的用戶數(shù)量保持問題,才能解決X項目所存在的以上嚴重問題。為此,基于用戶生命周期價值理論,企業(yè)不僅僅要關(guān)注付費用戶這一經(jīng)濟價值主要貢獻群體,還應(yīng)該同等關(guān)注占比超過90%、貢獻出大量時間價值的免費用戶。繼而,本文建立了網(wǎng)絡(luò)游戲用戶生命周期價值模型,這為基于同一標準來評價免費用戶和付費用戶為該項目所貢獻的生命周期價值提供了技術(shù)手段。并基于歷史運營數(shù)據(jù),通過回歸分析得到了模型相關(guān)參數(shù)。通過每日循環(huán)計算每個用戶的生命周期價值,對用戶群體進行細分,并分析具有不同生命周期價值的用戶群體的客觀需求和他們所關(guān)注的焦點內(nèi)容,本文提出了有針對性的具體運營優(yōu)化措施。本文最后以實施優(yōu)化措施后1個月的實際運營數(shù)據(jù),驗證了基于用戶生命周期價值的運營優(yōu)化方案的有效性。
[Abstract]:After more than ten years of rapid development of the domestic online game industry, the competition in the online game product market is increasingly fierce, which urges the online game developers and operators to pay more attention to the quality of the game product and to optimize the operation and management of the product. This paper introduces the operating situation of X online game project of S Company on Tencent game platform and the operation log system, and starts from the log data collected by the log system. After data cleaning and data reconstruction, statistics and analysis, Found serious problems with several core operating indicators, such as user Retention rate, average Revenue Per user / ARPUU, average Concurrent users / CUU, and life Time value / LTV, etc., for the X project. At the same time, Based on the data analysis of average Revenue Per Pay user ARPPUs, it is found that X project has the problem of high input cost per paid user, which is not only contrary to social morality, but also detrimental to prolonging the life cycle of X project. At the same time, it is also contrary to the corporate philosophy of "health, entertainment, win-win" advocated by S Company. S Company believes that as a company providing entertainment to users, it should show the social responsibility that enterprises should have with practical actions. Combined with the behavior characteristics of online game users and the virtual characteristics of online games, this paper proposes to optimize the operation management of existing S company from the perspective of user life cycle value, only to solve the problem of maintaining the core number of users. Therefore, based on the theory of user life cycle value, enterprises should not only pay attention to the paying user as the main contribution group of economic value. We should also pay equal attention to the free users who contribute a lot of time value and share more than 90 percent. Then, this paper establishes the life cycle value model of online game users. This provides a technical means to evaluate the life-cycle value of free and paid users for the project based on the same criteria. And based on historical operating data, The model parameters are obtained by regression analysis. The life cycle value of each user is calculated by daily cycle, and the user group is subdivided. After analyzing the objective needs of user groups with different life cycle values and the focus of their attention, this paper puts forward some specific measures of operation optimization. Finally, the actual operation data of one month after the implementation of the optimization measures are used in this paper. The validity of the operation optimization scheme based on user lifecycle value is verified.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F49;F272.3

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