| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Ho, Foo-Nin | en_US |
| dc.contributor.author (Authors) | 楊宜柔 | zh_TW |
| dc.contributor.author (Authors) | Yang, Yi-Rou | en_US |
| dc.creator (作者) | 楊宜柔 | zh_TW |
| dc.creator (作者) | Yang, Yi-Rou | en_US |
| dc.date (日期) | 2021 | en_US |
| dc.date.accessioned | 4-Aug-2021 15:04:47 (UTC+8) | - |
| dc.date.available | 4-Aug-2021 15:04:47 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Aug-2021 15:04:47 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0107933022 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/136426 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 107933022 | zh_TW |
| dc.description.abstract (摘要) | This case study focuses on discussing reasons how League of Legends can sustain in the market with a comparatively long duration in Taiwan. It was the most popular PC game in Taiwan and the game had a record: 1 out of 7 Taiwanese game players at the peak time. This thesis looks at the introduction of the game industry and the history of the League of Legends in order to illustrate the environment when the game was born. Since the marketing cost is extremely high during the launch time, finding a product that can survive in a long term is essential for the game operator. The discussions are focused on the unusual strategy the operator in Taiwan, Garena, deployed and the competitive characters of the game. Two research methods were applied for this case study: An online survey for the players and an interview with the game operator in Taiwan. By cross checking the stories from both the customers’ and the operator’s side, three attributes have been identified in the study: (1) knowing the market preference: a successful game in one market might fail in the other. It is important to appreciate the taste of the target market or to modify the game with the market favor; (2) maximize the user engagement: the longer the user spend their time for the game, the less time they can be distracted from other competitors; (3) build a community and identify with it: if there are friends to hang out in the game, the possibility that the player wants to leave the game will be lower. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS1. Introduction 11.1. Aim and objective 11.2. Process and outline 21.3. Overview of the global video game market 21.4. The video game market in Asia and Taiwan 51.5. Characteristics of League of Legends 81.5.1. Background and statistics 91.5.2. League of Legends in Taiwan 121.5.3. The operations company and publisher - Garena Taiwan 121.5.4. Insights on product operations 141.5.5. Insights on product marketing 152. Methodology 182.1. Online survey among players 182.2. Interview with the product manager 193. Result 203.1. Characteristics of the survey 203.2. Analysis of the survey 233.2.1. Why players join the game 233.2.2. Why players leave the game 263.3. Analysis of the interview 284. Discussion 304.1. How Garena kept the players in League of Legends 304.1.1. Deliver the promise 304.1.2. Provide a personal touch 324.1.3. Solve a Problem 324.1.4. Go the extra mile 334.2. How Garena generated revenue from the players in League of Legends 334.2.1. The benevolent company 344.2.2. There is nothing more expensive than something free 344.2.3. Platform economics 354.3. Why the game was and still is so popular in Taiwan 354.4. Evaluation of user habits in games 375. Conclusion 385.1. Maximizing user engagement 385.2. Knowledge of the market preference 395.3. Building a robust community 406. References 42 | zh_TW |
| dc.format.extent | 2902482 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0107933022 | en_US |
| dc.subject (關鍵詞) | 消費者行為 | zh_TW |
| dc.subject (關鍵詞) | 行銷策略 | zh_TW |
| dc.subject (關鍵詞) | 產品管理 | zh_TW |
| dc.subject (關鍵詞) | 線上遊戲操作 | zh_TW |
| dc.subject (關鍵詞) | consumer behavior | en_US |
| dc.subject (關鍵詞) | marketing strategy | en_US |
| dc.subject (關鍵詞) | product management | en_US |
| dc.subject (關鍵詞) | online game operations | en_US |
| dc.title (題名) | 案例研究- 以”英雄聯盟”為例討論及分析台灣網路遊戲長壽之要素 | zh_TW |
| dc.title (題名) | Analysis and discussion of key factors driving the longevity of Taiwan’s online games: A case study of "League of Legends" | en_US |
| dc.type (資料類型) | thesis | en_US |
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| dc.identifier.doi (DOI) | 10.6814/NCCU202100791 | en_US |
