本文選題：網(wǎng)絡(luò)游戲運營商 + 商業(yè)模式　； 參考：《西南財經(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方式之一。網(wǎng)絡(luò)游戲以其獨特的全新的娛樂生活體驗,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,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年度中國游戲產(chǎn)業(yè)報告》統(tǒng)計顯示,2007年中國網(wǎng)絡(luò)游戲用戶數(shù)達4017萬,比2006年同比增加23%;中國網(wǎng)絡(luò)游戲市場的實際銷售收入則達到了105.7億元人民幣,比2006年同比增長61.5%。僅2007年中國網(wǎng)絡(luò)游戲產(chǎn)業(yè)對相關(guān)產(chǎn)業(yè)(如電信業(yè)、IT業(yè)、媒體等)的貢獻就高達400多億元人民幣。預(yù)計到2012年,中國網(wǎng)絡(luò)游戲出版市場的收入將達262.3億元人民幣,能夠為相關(guān)產(chǎn)業(yè)帶來近1000億元的產(chǎn)值,從2008年到2012年的年復(fù)合增長率為19.9%。 在行業(yè)整體上升的階段,進入市場較早的網(wǎng)絡(luò)游戲運營商市場規(guī)模與盈利份額也迅速攀升,一度成為了網(wǎng)游市場的壟斷寡頭。如盛大、九城、網(wǎng)易等。但是這一市場格局并沒有維持多久。由于網(wǎng)絡(luò)游戲具有巨大的市場潛力、快速的增長率以及廣闊的利潤空間,短短幾年內(nèi)就有大批企業(yè)涌入這個行業(yè),投資開發(fā)或引進網(wǎng)絡(luò)游戲進行運營,其中,不乏運營實力強勁的門戶網(wǎng)站、具有技術(shù)優(yōu)勢的專業(yè)軟件公司以及具有網(wǎng)絡(luò)設(shè)備優(yōu)勢的電信運營商。據(jù)IDC2007顯示,前十名的網(wǎng)絡(luò)游戲運營商市場份額相差無幾,網(wǎng)絡(luò)游戲用戶數(shù)量和游戲規(guī)模的增長速度曲線增長速度呈逐年下降趨勢,這些無不說明中國網(wǎng)絡(luò)游戲市場已進入完全競爭狀態(tài)。 完全競爭市場中,網(wǎng)絡(luò)游戲運營商的同質(zhì)化現(xiàn)象日益嚴重,網(wǎng)絡(luò)游戲內(nèi)容方面, MMORPG的內(nèi)容相對模式化,普通玩家感覺游戲內(nèi)容基本上就是打怪練級、買裝備、賣裝備、尋寶、PK的循環(huán),除了游戲場景變化外,內(nèi)容本身極為相似。休閑游戲方面,由于國內(nèi)主要采取模仿現(xiàn)有成功休閑游戲產(chǎn)品和改編經(jīng)典單機游戲的方法進行研發(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)營戰(zhàn)略方面,運營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,國內(nèi)運營商開始紛紛奉行巨人的精品戰(zhàn)略,一時間世界級大作《大航海時代ONLINE》、《奇跡世界》、《卓越之劍》、《R2》等紛紛涌入中國市場,非精品不運營的理念成為運營商們的戰(zhàn)略主導(dǎo)思想。但是這些游戲極少考慮到了玩家的實際需求,因此市場表現(xiàn)一般。游戲的推廣過程中,運營商大都采取內(nèi)測、公測并輔以網(wǎng)絡(luò)廣告及網(wǎng)吧地推的推廣方式,手段較為單一。收費模式方面,自2005年底盛大為擺脫同質(zhì)競爭導(dǎo)致利潤降低的境況推出了“免費模式”,國內(nèi)運營商就開始紛紛模仿、跟風(fēng),經(jīng)過短短幾年發(fā)展,免費模式已成為網(wǎng)絡(luò)游戲運營商的主流收費模式,但是免費模式成為主流后也就逐漸失去了競爭力。 網(wǎng)絡(luò)游戲作為創(chuàng)意行業(yè),同質(zhì)化的競爭只會引發(fā)惡性競爭的局面。因此,網(wǎng)絡(luò)游戲運營商不得不進行創(chuàng)新以創(chuàng)造差異化的競爭優(yōu)勢。商業(yè)模式創(chuàng)新作為企業(yè)創(chuàng)新的焦點,是企業(yè)獲得差異化競爭優(yōu)勢的主要途徑。網(wǎng)絡(luò)游戲運營商必須重視商業(yè)模式創(chuàng)新,意識到未來網(wǎng)絡(luò)游戲運營商的唯一出路在于對自身商業(yè)模式的創(chuàng)新,否則無法應(yīng)對企業(yè)之間的競爭。正如美國著名管理學(xué)家彼得·德魯克所說“當今企業(yè)之間的競爭,不是產(chǎn)品之間的競爭,而是商業(yè)模式之間的競爭�！� 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)性維度對網(wǎng)絡(luò)游戲運營商商業(yè)模式進行了定義及要素界定,并在參考國內(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)游戲運營商的價值鏈活動提出了網(wǎng)絡(luò)游戲運營商價值鏈形態(tài)的商業(yè)模式分析框架。這個分析框架主要包括兩個部分,第一部分代表的是企業(yè)的價值主張以及建立在這個價值主張之上的各部分業(yè)務(wù)流程設(shè)計,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、生產(chǎn)運營、物流配送和市場推廣等活動,確保企業(yè)的正常運轉(zhuǎn)。隨后,根據(jù)分析框架,本文詳細闡述了網(wǎng)絡(luò)游戲運營商商業(yè)模式要素創(chuàng)新的內(nèi)容,具體包括:(1)價值主張的創(chuàng)新表現(xiàn)為價值主張思維方式由“賣點”向“買點”的轉(zhuǎn)變。(2)市場定位創(chuàng)新表現(xiàn)為由基于產(chǎn)品細分轉(zhuǎn)化為基于顧客需求的縱向細分以及橫向置換創(chuàng)新。(3)價值鏈的創(chuàng)新表現(xiàn)為“點”和“鏈”的創(chuàng)新,“點”包括自主研發(fā)、虛擬經(jīng)營以及第三方支付平臺,“鏈”創(chuàng)新包括價值鏈的優(yōu)化。(4)收入模式的創(chuàng)新表現(xiàn)為收費對象與方式的轉(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,通過對行業(yè)創(chuàng)新的代表巨人網(wǎng)絡(luò)商業(yè)模式的分析,驗證本文的觀點。 本文的創(chuàng)新之處表現(xiàn)在兩個方面,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,主要是從宏觀上把握,對網(wǎng)絡(luò)游戲企業(yè)缺乏操作意義。而本文則從網(wǎng)絡(luò)游戲運營商的角度出發(fā),分析網(wǎng)游運營商經(jīng)營環(huán)境,確定網(wǎng)游運營商商業(yè)模式的內(nèi)涵、要素,建立價值鏈形態(tài)的商業(yè)模式分析框架,對網(wǎng)絡(luò)游戲運營商的具體運作具有較強的現(xiàn)實意義。另一方面是研究內(nèi)容的創(chuàng)新,目前關(guān)于網(wǎng)絡(luò)游戲運營商商業(yè)模式創(chuàng)新研究的文章目前還沒有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:一是商業(yè)模式的時效性,一般商業(yè)模式的研究都缺乏或忽視了對經(jīng)營環(huán)境的分析,不具有適應(yīng)性與及時性,而本文在第3章詳細分析了網(wǎng)絡(luò)游戲運營商的經(jīng)營環(huán)境,奠定了商業(yè)模式創(chuàng)新的基礎(chǔ),使創(chuàng)新具有時效性;二是建立了價值鏈形態(tài)的網(wǎng)絡(luò)游戲運營商商業(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,對現(xiàn)有網(wǎng)絡(luò)游戲運營商具備較強的現(xiàn)實指導(dǎo)意義,體現(xiàn)了一定新意。 此外,本文主要運用文獻和案例研究相結(jié)合的方法對網(wǎng)游運營商商業(yè)模式的創(chuàng)新進行比較系統(tǒng)、詳細的研究,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)游戲運營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】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F49

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 王超;中國家電連鎖企業(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：1859650

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