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題名 手遊代理發行策略之研究—以龍族幻想為例
Research on Publishing Strategy of Mobile Game – A Case Study of Code:D-Blood作者 錢幽蘭
Chien, Yu-Lan貢獻者 詹文男<br>尚孝純
錢幽蘭
Chien, Yu-Lan關鍵詞 手遊
手遊代理發行
龍族幻想
新冠疫情
雙平台
Mobile game
Mobile game publishing
Code:D-Blood
COVID-19
App Store And Google Play platform日期 2022 上傳時間 1-Mar-2022 16:49:33 (UTC+8) 摘要 本研究主要在探討手機遊戲(以下簡稱手遊)的代理發行策略，研究範疇包含台灣 手遊發行的各個面向，研究個案為 2019 年 9 月上市之「龍族幻想」手遊，回顧該遊戲發行迄今，除了面對既有市場競爭者的挑戰，整體環境也經歷了諸多重大事件，如新冠 疫情重創全球經濟、雙平台佣金相關訴訟...等.本研究即在探討代理商如何因應形勢變化，調整個案手遊未來發行之策略。關於個案的研究方法，首先利用 PEST 分析，了解總體環境大事件帶來之影響，再 透過雙鑽石模型與競爭者做詳細研究和比較，並根據 BI 後台帶來的客戶行為數據，作為調整活動策略以及評估運營效果之參考依據，此外透過文獻資料收集與個案對象訪談 來蒐集市場情報、分析與歸納結果，再以 SWOT 作為優劣勢分析工具，就分析後得到 的因素，以策略鑽石模型做出個案手遊發行未來發展之建議。台灣手遊市場的特色為:各國手遊產品競爭激烈、產品迭代速度快、消費人口雖然 相對較少但含金量較高。透過本研究得知，個案遊戲代理發行的策略如下:(一) 透過商務談判得以降低部分成本、增加獲利。(二) 涉獵電競賽事，拓寬商業應用領域、加速建置生態系。(三) 加強用戶經營、社群經營，深耕運作服務。(四) 隨時關注雙平台佣金相關訴訟變化，提前規劃部署可行的新獲利模式。(五) 與開發商密切溝通，持續更新與維護內容，延長產品生命週期、提升品牌知名度與用戶忠誠度。 面對台灣手遊市場激烈競爭、甚至全球市場均逐漸由原廠直營的趨勢，如何因應大環境的變化訂定明確有效的策略，以長線經營為前提，深耕在地市場，持續提升專業代 理發行商的地位與價值，是所有業者必須認真思考的課題。
This research mainly discusses the agency and publication strategies of mobile games. The scope covers all aspects of mobile game publishing in Taiwan. The case study is " Code:D- Blood", which was launched in September 2019. Looking back on the game since its release, in addition to facing the challenges of existing competitors, the overall environment has also experienced many major events, such as the COVID-19 epidemic that has hit the global economy, App Store and Google Play platforms commission-related litigation... etc. This research is about how to adjust the publishing strategy of future mobile games in response to changes in the situation.Regarding the research method of the case, first we use PEST analysis to understand the impact of the overall environmental events, then conduct detailed research and comparison with competitor comparison of two Strategy Diamonds, and then use customer behavior data brought by BI back office as a reference basis for adjusting the marketing campaign strategy and evaluating the operational performance. In addition, we collect market intelligence, analyze and summarize the results through literature collection and interviews with case subjects, and then use SWOT as a tool for analysis of advantages and disadvantages. Based on the factors obtained after analysis, we use the Strategy Diamond Framework to suggest the future publishing strategy of the case mobile game.The characteristics of Taiwan`s mobile game market are the fierce competition of imported mobile game products from various countries, fast product iteration, and the consumer population is relatively small, but the gold content is relatively high. According to this research, the publishing strategy of this case is as follows:1. Reduce some costs and increase profits through business negotiations2. Dabble on e-sports, broaden the field of commercial applications, and accelerate the establishment of an ecosystem3. Strengthen user management, community management, and deepen operational services4. Keep an eye on the litigation changes related to the dual-platform commissions, plan and deploy new viable profit models5. Communicate closely with developers, continuously provide content update, and optimize the maintenance to extend product life cycle, enhance brand awareness and user loyalty.Facing the fierce competition in the Taiwanese mobile game market and the trend that even the global market is gradually being directly operated by the original manufacturers, how to formulate clear and effective strategies in response to changes in the general environment, take long-term operations as the premise, intensively manage local market, and continue to raise the status and value of local publishers are issues those practitioners must seriously consider.參考文獻 中文部分:1. App annie&International Data Corporation (IDC)，(2021)。App Annie&IDC:2021 年聚焦遊戲領域報告。北京:App annie。2. Pwc，全球娛樂暨媒體業展望報告 2021-2025，上網日期:2021/12/8，檢自:https://www.pwc.tw/zh/publications/topic-report/2021-taiwan-enm-outlook.html。3. 于洋、余敏雄、吳娜與師勝柱，(2015)。遊戲數據分析的藝術。北京:機械工業出版社。4. 吳建明、孫嘉明，(2011)。台灣線上遊戲公司價值轉移之個案研究-融合內部能力與企業網絡觀點。電子商務學報，13 卷 3 期，P727~ P757。5. 財團法人台灣網路資訊中心，(2005)。台灣網際網路發展史編撰研究計畫。台北市:財團法人台灣網路資訊中心(TWNIC)。6. 財團法人台灣網路資訊中心，(2020)。2020 台灣網路報告。台北市:財團法人台灣網路資訊中心(TWNIC)。7. 經濟部統計處，(2021)。當前經濟情勢概況。台北市:經濟部。8. 董思齊，(2013)。製造創意:韓國文化內容產業政策的起源與發展，博士論文，國立臺灣大學，社會科學院政治學系，台北市。9. 蘆倩、吳志超，(2014)。中國網絡遊戲發展現狀及未來趨勢。龍源期刊，P1~ P5。網路部分:1. Apple 官網，分享什麼，全由你控制，上網日期:2021/12/8，檢自:https://www.apple.com/tw/privacy/control/。2. Apple 官網，使用 App 內購買和訂閱來購買更多 App 功能，上網日期:2021/12/2，檢自: https://support.apple.com/zh-tw/HT202023。3. Denise Yao，網絡遊戲發展史(端遊-頁遊-手遊)，上網日期:2021/12/2，檢自:https://zhuanlan.zhihu.com/p/29988184。4. Janis，《紙牌屋》十年了，Netflix 下一步是原創手遊?3 亮點，揭密影視巨頭的遊戲夢，上網日期:2021/12/4，檢自:https://www.managertoday.com.tw/articles/view/63611。5. 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Mason, J. (2002). Qualitative researching(2nd ed.) London: Sage.18. Ming-Jer Chen, “The Power of one: The Strategy Diamond Framework,” UVA-S-0237(Charlottesville, VA: Darden Business Publishing, 2014).19. Mobile data usage got a boost when we were immobile, July,9, 2021, from: https://tefficient.com/mobile-data-usage-got-a-boost-when-we-were-immobile/.20. Myers, M. D. (2013). Qualitative research in business and management, Sage.21. Peitz, M., Waldfogel, J.: The Oxford Handbook of the Digital Economy. OxfordUniversity Press Published (2012)22. Pwc, (2021), Global top 100 companies by market capitalization, United Kingdom:pwc.23. Sensor Tower, (2021), 2021-2025—Mobile market forecast, London:Sensor Tower.24. Smith, J. K. (1983). Quantitative versus Qualitative Research: An Attempt to Clarify theIssue. Educational Researcher, 12(3), 6-13.25. Tristan Nicholas Hoang Henderson,(2003), The effects of relative delay in networkedgames, University College London.26. United States District Court Northern District Of California, November 9,2021, from:https://s3.documentcloud.org/documents/21101223/epic-v-apple-judge-denies-apples-request-for-stay.pdf.27. United States District Court Northern District Of California, September 10,2021, from:https://s3.documentcloud.org/documents/21060631/apple-epic-judgement.pdf.28. Upcoming App Store Price Changes,12,2021,from:https://developer.apple.com/news/?id=april-price-chan.29. Van Maanen, J. (1979). Reclaiming Qualitative Methods for Organizational Research.Administrative Science Quarterly, 24, 520-526.30. Video games made me a better surgeon, October 31,2018, from:https://www.bbc.com/news/uk-46036095.31. Yanhui SU, Per Backlund, Henrik Engström & Mattias Strand,(2019), The Fish TankModel for Mobile Game Publishing Business Performance Evaluation, 28th international conference on information systems development.32. Yin, R. K. (2003). Case study research: Design and methods, 3rd edn. Applied Social Research Methods Series, vol. 5: Sage Publications, Thousand Oaks.33. Yin, R. K. (2009). Case Study Research: Design and Methods(4th ed.) Thousand Oaks: SAGE. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
108932059資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108932059 資料類型 thesis dc.contributor.advisor 詹文男<br>尚孝純 zh_TW dc.contributor.author (Authors) 錢幽蘭 zh_TW dc.contributor.author (Authors) Chien, Yu-Lan en_US dc.creator (作者) 錢幽蘭 zh_TW dc.creator (作者) Chien, Yu-Lan en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Mar-2022 16:49:33 (UTC+8) - dc.date.available 1-Mar-2022 16:49:33 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2022 16:49:33 (UTC+8) - dc.identifier (Other Identifiers) G0108932059 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139163 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 108932059 zh_TW dc.description.abstract (摘要) 本研究主要在探討手機遊戲(以下簡稱手遊)的代理發行策略，研究範疇包含台灣 手遊發行的各個面向，研究個案為 2019 年 9 月上市之「龍族幻想」手遊，回顧該遊戲發行迄今，除了面對既有市場競爭者的挑戰，整體環境也經歷了諸多重大事件，如新冠 疫情重創全球經濟、雙平台佣金相關訴訟...等.本研究即在探討代理商如何因應形勢變化，調整個案手遊未來發行之策略。關於個案的研究方法，首先利用 PEST 分析，了解總體環境大事件帶來之影響，再 透過雙鑽石模型與競爭者做詳細研究和比較，並根據 BI 後台帶來的客戶行為數據，作為調整活動策略以及評估運營效果之參考依據，此外透過文獻資料收集與個案對象訪談 來蒐集市場情報、分析與歸納結果，再以 SWOT 作為優劣勢分析工具，就分析後得到 的因素，以策略鑽石模型做出個案手遊發行未來發展之建議。台灣手遊市場的特色為:各國手遊產品競爭激烈、產品迭代速度快、消費人口雖然 相對較少但含金量較高。透過本研究得知，個案遊戲代理發行的策略如下:(一) 透過商務談判得以降低部分成本、增加獲利。(二) 涉獵電競賽事，拓寬商業應用領域、加速建置生態系。(三) 加強用戶經營、社群經營，深耕運作服務。(四) 隨時關注雙平台佣金相關訴訟變化，提前規劃部署可行的新獲利模式。(五) 與開發商密切溝通，持續更新與維護內容，延長產品生命週期、提升品牌知名度與用戶忠誠度。 面對台灣手遊市場激烈競爭、甚至全球市場均逐漸由原廠直營的趨勢，如何因應大環境的變化訂定明確有效的策略，以長線經營為前提，深耕在地市場，持續提升專業代 理發行商的地位與價值，是所有業者必須認真思考的課題。 zh_TW dc.description.abstract (摘要) This research mainly discusses the agency and publication strategies of mobile games. The scope covers all aspects of mobile game publishing in Taiwan. The case study is " Code:D- Blood", which was launched in September 2019. Looking back on the game since its release, in addition to facing the challenges of existing competitors, the overall environment has also experienced many major events, such as the COVID-19 epidemic that has hit the global economy, App Store and Google Play platforms commission-related litigation... etc. This research is about how to adjust the publishing strategy of future mobile games in response to changes in the situation.Regarding the research method of the case, first we use PEST analysis to understand the impact of the overall environmental events, then conduct detailed research and comparison with competitor comparison of two Strategy Diamonds, and then use customer behavior data brought by BI back office as a reference basis for adjusting the marketing campaign strategy and evaluating the operational performance. In addition, we collect market intelligence, analyze and summarize the results through literature collection and interviews with case subjects, and then use SWOT as a tool for analysis of advantages and disadvantages. Based on the factors obtained after analysis, we use the Strategy Diamond Framework to suggest the future publishing strategy of the case mobile game.The characteristics of Taiwan`s mobile game market are the fierce competition of imported mobile game products from various countries, fast product iteration, and the consumer population is relatively small, but the gold content is relatively high. According to this research, the publishing strategy of this case is as follows:1. Reduce some costs and increase profits through business negotiations2. Dabble on e-sports, broaden the field of commercial applications, and accelerate the establishment of an ecosystem3. Strengthen user management, community management, and deepen operational services4. Keep an eye on the litigation changes related to the dual-platform commissions, plan and deploy new viable profit models5. Communicate closely with developers, continuously provide content update, and optimize the maintenance to extend product life cycle, enhance brand awareness and user loyalty.Facing the fierce competition in the Taiwanese mobile game market and the trend that even the global market is gradually being directly operated by the original manufacturers, how to formulate clear and effective strategies in response to changes in the general environment, take long-term operations as the premise, intensively manage local market, and continue to raise the status and value of local publishers are issues those practitioners must seriously consider. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 5第三節 名詞釋義 6第四節 研究範圍 7第五節 論文章節結構與研究流程 8第二章 文獻探討 9第一節 線上遊戲及手遊代理發行 9第二節 總體環境分析 12第三節 客戶分析 14第四節 SWOT分析 15第五節 鑽石模型：策略五要素 16第三章 研究方法 20第一節 研究架構 20第二節 研究構念 21第三節 研究設計 23第四節 研究工具 26第五節 研究問卷 27第六節 研究對象 29第四章 研究結果 30第一節 公司及個案介紹 30第二節 研究發現與討論 47第五章 結論與建議 80第一節 結論 80第二節 建議 96第三節 研究限制 100參考文獻 101附 錄 109 zh_TW dc.format.extent 6255126 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108932059 en_US dc.subject (關鍵詞) 手遊 zh_TW dc.subject (關鍵詞) 手遊代理發行 zh_TW dc.subject (關鍵詞) 龍族幻想 zh_TW dc.subject (關鍵詞) 新冠疫情 zh_TW dc.subject (關鍵詞) 雙平台 zh_TW dc.subject (關鍵詞) Mobile game en_US dc.subject (關鍵詞) Mobile game publishing en_US dc.subject (關鍵詞) Code:D-Blood en_US dc.subject (關鍵詞) COVID-19 en_US dc.subject (關鍵詞) App Store And Google Play platform en_US dc.title (題名) 手遊代理發行策略之研究—以龍族幻想為例 zh_TW dc.title (題名) Research on Publishing Strategy of Mobile Game – A Case Study of Code:D-Blood en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分:1. 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