本文選題：網(wǎng)絡(luò)游戲　切入點(diǎn)：產(chǎn)業(yè)組織理論　出處：《中南大學(xué)》2012年博士論文　論文類型：學(xué)位論文

【摘要】：本研究運(yùn)用經(jīng)濟(jì)學(xué)產(chǎn)業(yè)組織理論中的SCP范式對(duì)我國文化產(chǎn)業(yè)中的網(wǎng)絡(luò)游戲產(chǎn)業(yè)進(jìn)行分析,主要目的有二：一是用產(chǎn)業(yè)組織理論判斷分析我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)的狀況(市場結(jié)構(gòu)、市場行為、市場績效等),提出優(yōu)化建議；二是驗(yàn)證產(chǎn)業(yè)組織理論對(duì)文化產(chǎn)業(yè)特別是內(nèi)容產(chǎn)業(yè)的適用性。主要內(nèi)容有： (1)網(wǎng)絡(luò)游戲已成為文化娛樂行業(yè)中的一個(gè)重要產(chǎn)業(yè)。2010年全球市場規(guī)模為155.3億美元；2010年我國市場規(guī)模為327.4億人民幣,已遠(yuǎn)超電影、音像、期刊等老牌文化娛樂業(yè)。 在我國網(wǎng)游行業(yè)中,游戲運(yùn)營商是市場的主體,研發(fā)企業(yè)或者是運(yùn)營商的一部分,或者規(guī)模偏小,市場影響力有限。由于網(wǎng)絡(luò)游戲產(chǎn)業(yè)的發(fā)展,我國誕生了世界級(jí)的網(wǎng)絡(luò)企業(yè),如騰訊、網(wǎng)易、盛大等。我國的網(wǎng)絡(luò)游戲產(chǎn)品早先以進(jìn)口為主,目前國產(chǎn)網(wǎng)游數(shù)量已超過進(jìn)口；產(chǎn)品數(shù)量眾多,但質(zhì)量參差不齊。 (2)我國網(wǎng)絡(luò)游戲市場已形成寡頭主導(dǎo),大中小共生的現(xiàn)代市場結(jié)構(gòu)類型。2010年CR4為65.8%,CR4達(dá)82%,HHI數(shù)值達(dá)1410。從產(chǎn)品看,設(shè)計(jì)的模式和思路接近,導(dǎo)致產(chǎn)品差異化程度不大,同質(zhì)化比較嚴(yán)重,不能完全滿足玩家精神上的多樣化需求。表面市場壁壘不明顯,實(shí)質(zhì)上存在較高的市場壁壘。 (3)我國的網(wǎng)游市場被幾大寡頭控制,市場結(jié)構(gòu)較為穩(wěn)定,但內(nèi)部競爭還是比較激烈。表現(xiàn)在市場行為上,盛大的免費(fèi)制改變了網(wǎng)游企業(yè)的盈利模式,為小企業(yè)制造了一個(gè)盈利障礙。在市場推廣上,領(lǐng)先企業(yè)表現(xiàn)較為溫和,新進(jìn)企業(yè)和小企業(yè)表現(xiàn)激進(jìn),甚至有違規(guī)行為。為鞏固已有地位,領(lǐng)先企業(yè)進(jìn)行了一系列兼并,主要為收購研發(fā)企業(yè),增加自己產(chǎn)品競爭力,消滅競爭對(duì)手；拓展渠道領(lǐng)域或地域,增加自己的市場影響力等。隨著市場秩序的相對(duì)穩(wěn)定,企業(yè)之間協(xié)調(diào)越來越多,價(jià)格趨同,產(chǎn)品共謀、平臺(tái)共享等形式的協(xié)調(diào)合作越來越多。 (4)網(wǎng)游的利潤率極高,自研運(yùn)營商的毛利率在50%以上。但網(wǎng)游產(chǎn)業(yè)的平均利潤率并不很高,因?yàn)楫a(chǎn)業(yè)內(nèi)盈利企業(yè)僅占15%左右,大部分企業(yè)處于虧損或虧損邊緣,它們主要是數(shù)量眾多的小企業(yè)。網(wǎng)游與其它文化產(chǎn)業(yè)一樣,是一個(gè)研發(fā)團(tuán)隊(duì)小,前期投入大,’邊際成本低,運(yùn)營需要規(guī)模的行業(yè)。由于我國的人口基數(shù),我國網(wǎng)游運(yùn)營的領(lǐng)先企業(yè)用戶數(shù)量都很大,遙遙領(lǐng)先于世界其它國家的網(wǎng)游運(yùn)營企業(yè),是世界上最具規(guī)模的網(wǎng)游運(yùn)營商,也因此獲得巨額收益和超高利潤。從產(chǎn)業(yè)技術(shù)進(jìn)步看,我國網(wǎng)游產(chǎn)業(yè)雖風(fēng)生水起,如火如荼,但技術(shù)進(jìn)步不明顯,特別是核心技術(shù),幾無進(jìn)展。作為世界最大網(wǎng)游市場,這是一個(gè)極不正常的現(xiàn)象。因此,我國網(wǎng)游市場是一個(gè)績效不佳的市場,少數(shù)大企業(yè)掠奪了產(chǎn)業(yè)的絕大部分利潤,產(chǎn)業(yè)的優(yōu)勢資源被這些企業(yè)占有并閑置,沒有產(chǎn)生應(yīng)有的效益,產(chǎn)業(yè)需要調(diào)整和規(guī)制。 (5)網(wǎng)絡(luò)游戲產(chǎn)業(yè)不僅自身有著可觀的經(jīng)濟(jì)效益,還能帶動(dòng)許多相關(guān)行業(yè)的發(fā)展,推動(dòng)IT技術(shù)在圖形處理、技術(shù)安全、人工智能等方面的進(jìn)步。同時(shí),它還是一種嶄新的藝術(shù)形式,一種重要的大眾娛樂工具,也是一種文化傳承與傳播的重要媒介載體。 文化產(chǎn)業(yè)是特別受規(guī)制的產(chǎn)業(yè)之一,我國網(wǎng)游雖然一開始就是完全的市場化運(yùn)作,但脫離不了政府的特別規(guī)制。由于法律的不健全和立法的相對(duì)滯后,我國網(wǎng)游的規(guī)制主要表現(xiàn)為行政規(guī)制,既有政府的宏觀調(diào)控,也有各部門的嚴(yán)格管束。既有政策上的支持,也有實(shí)際操作上的卡壓�？傮w表現(xiàn)為多而亂,沒有長遠(yuǎn)規(guī)劃,只有短期應(yīng)對(duì)。 (6)為更好發(fā)展網(wǎng)絡(luò)游戲產(chǎn)業(yè),本研究認(rèn)為應(yīng)該從以下一些方面采取措施： 在管理層面上應(yīng)該盡快建立游戲分級(jí)制度,區(qū)分不同游戲人群；嚴(yán)審網(wǎng)絡(luò)游戲內(nèi)容,保證游戲健康有益；加強(qiáng)網(wǎng)吧規(guī)范經(jīng)營,杜絕未成年人進(jìn)入網(wǎng)吧；全面安裝防沉溺系統(tǒng),進(jìn)行技術(shù)上成癮防范；加強(qiáng)行業(yè)自律,維護(hù)行業(yè)長遠(yuǎn)發(fā)展。 在政府規(guī)制上應(yīng)該明確產(chǎn)業(yè)定位,調(diào)控發(fā)展規(guī)模；加快產(chǎn)業(yè)立法,提高規(guī)制效率；明確職責(zé)分工,加強(qiáng)部門協(xié)調(diào)；加大規(guī)制力度,提高產(chǎn)業(yè)效率。 在產(chǎn)業(yè)發(fā)展上應(yīng)該利用稅收調(diào)節(jié)控制產(chǎn)業(yè)利潤的畸形分配機(jī)制；限制國外網(wǎng)游產(chǎn)品的進(jìn)口數(shù)量,扶持本國產(chǎn)品的研發(fā)。 (7)本研究認(rèn)為產(chǎn)業(yè)組織的SCP理論只是部分適用于內(nèi)容產(chǎn)業(yè)的研究,有些地方并不完全適用于內(nèi)容產(chǎn)業(yè)的具體情況。如內(nèi)容產(chǎn)業(yè)的技術(shù)進(jìn)步問題,內(nèi)容產(chǎn)品短時(shí)期“贏者通吃”的壟斷判斷,以及內(nèi)容產(chǎn)業(yè)生產(chǎn)的規(guī)模效率等。
[Abstract]:This research uses the economics theory of industrial organization SCP paradigm to analyze the network game industry of China's cultural industry, there are two main purposes: one is to analyze the status of China's online game industry with the theory of industrial organization (determine the market structure, market behavior, market performance), put forward optimization suggestions; two is to verify the industry organization theory especially for the content industry of cultural industry. The main contents are:
(1) online games have become an important industry in the entertainment industry. The global market scale is 15 billion 530 million yuan in.2010. In 2010, the scale of China's market was 32 billion 740 million yuan, far beyond that of film, audio-visual, periodicals and other old cultural entertainment industry.
In China's online game industry, game operators are the main body of the market, R & D enterprises or part of operators, or small scale, market influence is limited. Due to the development of the online game industry in China, the birth of the world's level of network companies, such as Tencent, NetEase, Sheng large network game product I. In the earlier dominated by imports, domestic online games, the number has more than imported products; a large number, but the quality is uneven.
(2) China's online game market has formed oligopoly, medium symbiosis of modern market structure type.2010 CR4 was 65.8%, CR4 was 82%, HHI value reached 1410. from the product, approaching the design pattern and thinking, resulting in less degree of product differentiation, serious homogenization, can not fully meet the diverse needs of game player the spirit of the market. The surface barrier is not obvious, there is high market barriers in essence.
(3) China's online games market by a few oligarchs control, the market structure is relatively stable, but still relatively intense internal competition. In market behavior, a free system changed the online business profit model, making a profit obstacle for small businesses. In the market, leading enterprises more modest performance new and small enterprises, even aggressive, illegal behavior. In order to consolidate the existing status of leading enterprises, carried out a series of mergers and acquisitions, the main research and development enterprise, increase their product competitiveness, eliminate competition; expand the channels of areas or regions, increase their market influence. With the order of the market is relatively stable, and coordination the more enterprises between product price convergence, collusion, coordination and cooperation more and more sharing platform and other forms.
(4) net profit rate is very high, since the inquiry operators in more than 50% of gross margin. But the average profit rate of the online gaming industry is not very high, because the industry profits accounted for only about 15%, most of the business at a loss or the loss of the edge, which is a large number of small businesses and other cultural tour. Industry, is a research and development team, "a large initial investment, low marginal cost, operation scale industry. Because of China's population, the number of online operation of China's leading enterprise users are large, tour operators in the way ahead of the other countries in the world, is the world's largest online games operator therefore, get huge gains and high profits. From industrial technology progress, China's online games industry is fast, like a raging fire, but the technical progress is not obvious, especially the core technology, almost no progress. As the world's largest online games market, This is a very unusual phenomenon. Therefore, China's online games market is a poor performance of the market, a few big enterprises plunder industry most of the profits of industrial enterprises occupy these advantageous resources are idle and not, should have the benefits of industry needs adjustment and regulation.
(5) the network game industry not only has a considerable economic benefits, but also promote the development of many related industries, promote the IT technology in graphics processing, security technology, artificial intelligence and other aspects of progress. At the same time, it is a kind of new art form, an important public entertainment tool, is also an important media the cultural inheritance and dissemination of the carrier.
The cultural industry is one of the special regulation of the industry, China's online games although the beginning is completely market-oriented operation, but not from the special regulation of the government. Because the law is not perfect and the lag of legislative regulation of China's online games mainly for administrative regulation, both the government's macro-control, there are strict rules the various departments of the existing policy support, also has the actual operation on the entrapment. The overall performance is rather complicated, no long-term planning, only short-term response.
(6) in order to develop the network game industry better, this study thinks that measures should be taken from the following aspects:
In the management level should establish game classification system as soon as possible, to distinguish between different game groups; strictly examine the content of online games, games to ensure health; strengthen the standardized management of Internet cafes, to prevent minors from entering Internet cafes; fully installed anti addiction system, technical addiction prevention; strengthen self-discipline, maintain the long-term development of the industry.
In terms of government regulation, we should clarify the industry positioning, regulate the scale of development, speed up industrial legislation, improve the efficiency of regulation, clarify the division of responsibilities, strengthen departmental coordination, increase regulation efforts, and improve industrial efficiency.
In the industrial development, we should make use of tax adjustment to control the abnormal allocation mechanism of industrial profits, limit the number of imports of foreign online games, and support the R & D of domestic products.
(7) this study suggests that the study of industrial organization theory is applicable to the SCP part of the content industry, the specific situation in some places is not fully applicable to the content industry. As the content industry technological progress, product short period "winner" monopoly judgment, and content industry production scale efficiency.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124;F49
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本文編號(hào)：1606054