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題名 線上遊戲之虛擬社群經營模式探討
A Case Study on the Virtual Community of On-line Game Company.作者 黃堯健
Huang, Issac貢獻者 邱奕嘉
Chiu, Yi Chia
黃堯健
Huang, Issac關鍵詞 線上遊戲
虛擬社群
電子競技
英雄聯盟
競舞娛樂
經營模式
online-game industry
virtual community
e-sport
League of Lengends
Garena
business model日期 2013 上傳時間 25-Aug-2014 15:32:28 (UTC+8) 摘要 拜科技發達所賜，台灣線上遊戲產業發展繁榮，遊戲人口眾多，風氣極盛。自2000年線上遊戲崛起至今，線上遊戲的發展已十多年，這段期間經歷了各種創新與變革，台灣遊戲公司也因應趨勢不斷成長茁壯。2008年在金融海嘯的衝擊下，全球經濟一陣動盪，然而遊戲產業反而逆勢成長，「宅經濟」首次獲得大眾的關注。 台灣的遊戲公司以代理為主要營運模式，隨著代理商爭相成立，市場競爭進入白熱化，許多業者漸感吃不消，台灣遊戲產業長期以代理、代工的方式為主流，導致遊戲研發風氣沒落，遊戲產業發展陷入一陣困頓，業者無不絞盡腦汁尋求突圍之道。觀察現下產業現象，外資對台灣市場虎視眈眈，遊戲公司受外資控制的消息時有耳聞，只是尚未浮上檯面，前途堪憂。 英雄聯盟目前在台灣是最熱門的遊戲，同時在全球也享有盛譽，其高水準的遊戲內容和獨特的營運模式，為遊戲產業帶來一片清新的氣象。若從現象面來看，其實可以發現若干成功要素，但更值得探討的是，支持這些成功要素背後的經營理念。本研究發覺其對玩家社群的經營，即可能是成功的關鍵。 虛擬社群的研究已有時日，發展相當成熟，現代人在網路上停駐的時間越來越長，社群現象也相當豐富，虛擬社群的價值格外受到重視。本研究以參與觀察法為主軸，根據自身參與其中的種種觀察，找出關鍵之處，輔以文獻分析、次級資料的蒐集，對個案公司進行探討。首先整理虛擬社群發展階段與經營重心，再套入個案公司之經營，發現玩家社群與一般虛擬社群經營上之差異，也歸納個案公司對玩家社群的經營模式，進而指出個案公司的成功關鍵之一，在於善用玩家社群，提升經營效能。 個案公司利用經營社群的理念，成功營運英雄聯盟遊戲，尤其成立了「電競社群」，具有吸引玩家、留住玩家、在外部社群平台掌握主導權等效果，甚至發展創新商業模式，成功的破除了遊戲代理商常遭遇的困境。本研究期能藉此探討，整理玩家社群的經營模式，給予台灣遊戲代理商經營上之參考。
Due to rapid advances in technology, the online-game industry in Taiwan has bloomed since the year 2000. During these few years, various innovations and developments by the game companies in Taiwan has encouraged the growth, also allowing the industry to flourish even during the financial crisis of 2008 and once again become the focus of “Stay at Home Economic”. Most of game companies in Taiwan are game agents, play the role between oversea game developers and Taiwan market. Competition between online-game companies become more and more intense as game agents quickly set up. Nowadays, it’s no more easy to earn profits, even worse, after out of practice of game developing for such a long time, they face challenge to turn into game developer. Online-game industry in Taiwan is in great peril. Currently, League of Legends (LOL) reigns as one of the most popular game globally and in Taiwan. The game’s high-quality content and unique business model, breathes a breath of fresh air into the online-game industry of Taiwan. There are many factors that contribute to the success of League of Legends, however, what seems to be more important is the business models utilized to support these factors. As shown in this study, the engagement of gamer online community might be the most important factor in its success. Nowadays, people spend more and more time online, and with the various online communities available, these online communities are having an increased value in modern society. This study use participant observation as main research method, to collect information about company activities, gamer focuses, and gamer opinions, also supported by documentary analysis before discussing them. Connection between the player base and the company, allows us to recognize the importance of the engagement of virtual community in online-game, and also figure out that one of the most important factors affecting the success is making use of them. The concept of utilizing a virtual community in online-game has been successfully applied in League of Legends. Especial the development of “e-sport community”, not only attracts gamers, and maintains its gamer base by continually involving them in the game. It also grants the control of its gamer base, allowing new business models, also break the limit in the game environment in Taiwan. This study therefore concludes that the utilization of a gamer online community is an efficient and practical method that should be considered by the game companies in Taiwan.參考文獻 參考文獻英文部分1. Cerulo, K. A., Ruane, J. M. and Chayko, M. (1992). Technological Ties that Bind: Media Generated Primary Groups, Communication Research , Vol.19, No.1, 109-129.2. 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Garena台灣官方網站 http://www.garena.tw/index/index.php3. Riot Games官方網站http://www.riotgames.com/4. 巴哈姆特電玩資訊站http://www.gamer.com.tw/5. 批踢踢實業坊http://www.gamer.com.tw/6. 英雄聯盟官方論壇http://forum.lol.garena.tw/7. 美國英雄聯盟官方論壇http://forums.na.leagueoflegends.com/board/8. 巴哈姆特電玩資訊站維基百科http://zh.wikipedia.org/wiki/巴哈姆特電玩資訊站9. 批踢踢維基百科http://zh.wikipedia.org/wiki/批踢踢10. Garena維基百科http://zh.wikipedia.org/wiki/Garena11. Riot Games維基百科http://zh.wikipedia.org/wiki/Garena12. Garena百度百科 http://baike.baidu.com/view/1550549.htm13. 【採訪】《Path Of Exile》領軍 Garena發表2014年度四款大作(2013-12)http://www.mobile01.com/newsdetail.php?id=1429114. LOL開發商向韓國政府示好 捐贈5億韓元(2012-06)http://news.17173.com/content/2012-06-27/20120627130745833_all.shtml15. 《英雄聯盟》進軍韓國 前6月電競營收全部捐出(2011-09)http://games.sina.com.cn/o/n/2011-09-28/1454534470.shtml16. Garena台灣競舞娛樂總經理「劉佳衢」專訪，暢談Garena精神( 2010-08)http://www.techbang.com/posts/3286-garena-and-dance-entertainment-general-manager-of-taiwan-liu-jia-qu-interview-talk-about-the-spirit-garena17. 《從零，到一百》台北暗殺星(TPA)奪冠之路全紀錄https://www.youtube.com/watch?v=pI47zdMhX3I18. League of Legends 2013 revenue topped $600m - report (2014-01)http://www.gamesindustry.biz/articles/2014-01-20-league-of-legends-2013-revenue-topped-USD600m-report19. `League of Legends` eSports finals watched by 32 million people (2013-11)http://www.theverge.com/2013/11/19/5123724/league-of-legends-world-championship-32-million-viewers20. League of Legends Most Played PC Game (2012-7)http://www.dfcint.com/wp/?p=34321. League of Legends peaks at 500000 concurrent players(2011-7)http://www.neutralcreeps.com/2011/07/league-of-legends-peaks-at-500000.html22. Riot Games to Publish League of Legends in Europe(2010-10)http://forums.na.leagueoflegends.com/board/showthread.php?t=10971723. LEAGUE OF LEGENDS LEADS 2010 GDC ONLINE AWARD WINNERS (2010-12)http://www.riotgames.com/articles/20101012/150/league-legends-leads-2010-gdc-online-award-winners24. Riot Games Partners with Garena to bring League of Legends to Southeast Asia(2010-7)http://forums.euw.leagueoflegends.com/board/showthread.php?t=1794725. GOA and Riot Rescind IP Restriction Decision(2009-10)http://forums.na.leagueoflegends.com/board/showthread.php?t=18223 描述 碩士
國立政治大學
科技管理與智慧財產研究所
101359018
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101359018 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi Chia en_US dc.contributor.author (Authors) 黃堯健 zh_TW dc.contributor.author (Authors) Huang, Issac en_US dc.creator (作者) 黃堯健 zh_TW dc.creator (作者) Huang, Issac en_US dc.date (日期) 2013 en_US dc.date.accessioned 25-Aug-2014 15:32:28 (UTC+8) - dc.date.available 25-Aug-2014 15:32:28 (UTC+8) - dc.date.issued (上傳時間) 25-Aug-2014 15:32:28 (UTC+8) - dc.identifier (Other Identifiers) G0101359018 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/69282 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 101359018 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 拜科技發達所賜，台灣線上遊戲產業發展繁榮，遊戲人口眾多，風氣極盛。自2000年線上遊戲崛起至今，線上遊戲的發展已十多年，這段期間經歷了各種創新與變革，台灣遊戲公司也因應趨勢不斷成長茁壯。2008年在金融海嘯的衝擊下，全球經濟一陣動盪，然而遊戲產業反而逆勢成長，「宅經濟」首次獲得大眾的關注。 台灣的遊戲公司以代理為主要營運模式，隨著代理商爭相成立，市場競爭進入白熱化，許多業者漸感吃不消，台灣遊戲產業長期以代理、代工的方式為主流，導致遊戲研發風氣沒落，遊戲產業發展陷入一陣困頓，業者無不絞盡腦汁尋求突圍之道。觀察現下產業現象，外資對台灣市場虎視眈眈，遊戲公司受外資控制的消息時有耳聞，只是尚未浮上檯面，前途堪憂。 英雄聯盟目前在台灣是最熱門的遊戲，同時在全球也享有盛譽，其高水準的遊戲內容和獨特的營運模式，為遊戲產業帶來一片清新的氣象。若從現象面來看，其實可以發現若干成功要素，但更值得探討的是，支持這些成功要素背後的經營理念。本研究發覺其對玩家社群的經營，即可能是成功的關鍵。 虛擬社群的研究已有時日，發展相當成熟，現代人在網路上停駐的時間越來越長，社群現象也相當豐富，虛擬社群的價值格外受到重視。本研究以參與觀察法為主軸，根據自身參與其中的種種觀察，找出關鍵之處，輔以文獻分析、次級資料的蒐集，對個案公司進行探討。首先整理虛擬社群發展階段與經營重心，再套入個案公司之經營，發現玩家社群與一般虛擬社群經營上之差異，也歸納個案公司對玩家社群的經營模式，進而指出個案公司的成功關鍵之一，在於善用玩家社群，提升經營效能。 個案公司利用經營社群的理念，成功營運英雄聯盟遊戲，尤其成立了「電競社群」，具有吸引玩家、留住玩家、在外部社群平台掌握主導權等效果，甚至發展創新商業模式，成功的破除了遊戲代理商常遭遇的困境。本研究期能藉此探討，整理玩家社群的經營模式，給予台灣遊戲代理商經營上之參考。 zh_TW dc.description.abstract (摘要) Due to rapid advances in technology, the online-game industry in Taiwan has bloomed since the year 2000. During these few years, various innovations and developments by the game companies in Taiwan has encouraged the growth, also allowing the industry to flourish even during the financial crisis of 2008 and once again become the focus of “Stay at Home Economic”. Most of game companies in Taiwan are game agents, play the role between oversea game developers and Taiwan market. Competition between online-game companies become more and more intense as game agents quickly set up. Nowadays, it’s no more easy to earn profits, even worse, after out of practice of game developing for such a long time, they face challenge to turn into game developer. Online-game industry in Taiwan is in great peril. Currently, League of Legends (LOL) reigns as one of the most popular game globally and in Taiwan. The game’s high-quality content and unique business model, breathes a breath of fresh air into the online-game industry of Taiwan. There are many factors that contribute to the success of League of Legends, however, what seems to be more important is the business models utilized to support these factors. As shown in this study, the engagement of gamer online community might be the most important factor in its success. Nowadays, people spend more and more time online, and with the various online communities available, these online communities are having an increased value in modern society. This study use participant observation as main research method, to collect information about company activities, gamer focuses, and gamer opinions, also supported by documentary analysis before discussing them. Connection between the player base and the company, allows us to recognize the importance of the engagement of virtual community in online-game, and also figure out that one of the most important factors affecting the success is making use of them. The concept of utilizing a virtual community in online-game has been successfully applied in League of Legends. Especial the development of “e-sport community”, not only attracts gamers, and maintains its gamer base by continually involving them in the game. It also grants the control of its gamer base, allowing new business models, also break the limit in the game environment in Taiwan. This study therefore concludes that the utilization of a gamer online community is an efficient and practical method that should be considered by the game companies in Taiwan. en_US dc.description.tableofcontents 第壹章 緒論 1第一節 研究背景 1第二節 研究動機 2第三節 研究問題與目的 3第四節 研究方法與流程 4第五節 研究限制 5第貳章 文獻探討 6第一節 虛擬社群介紹 6第二節 虛擬社群的特性 12第三節 虛擬社群的經營 19第参章 個案介紹 34第一節 遊戲開發商介紹 34第二節 遊戲代理商介紹 38第三節 遊戲相關虛擬社群平台介紹 44第肆章 個案分析 61第一節 個案虛擬社群架構介紹 61第二節 遊戲公司對英雄聯盟玩家社群的經營探討 65第三節 英雄聯盟電競社群的建立與經營探討 78第伍章 結論與建議 83第一節 線上遊戲之經營與虛擬社群的關係 83第二節 Garena經營英雄聯盟之成功因素 88第三節 對Garena公司的建議 93第四節 後續研究建議 94參考文獻 96附錄 102 zh_TW dc.format.extent 2844900 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101359018 en_US dc.subject (關鍵詞) 線上遊戲 zh_TW dc.subject (關鍵詞) 虛擬社群 zh_TW dc.subject (關鍵詞) 電子競技 zh_TW dc.subject (關鍵詞) 英雄聯盟 zh_TW dc.subject (關鍵詞) 競舞娛樂 zh_TW dc.subject (關鍵詞) 經營模式 zh_TW dc.subject (關鍵詞) online-game industry en_US dc.subject (關鍵詞) virtual community en_US dc.subject (關鍵詞) e-sport en_US dc.subject (關鍵詞) League of Lengends en_US dc.subject (關鍵詞) Garena en_US dc.subject (關鍵詞) business model en_US dc.title (題名) 線上遊戲之虛擬社群經營模式探討 zh_TW dc.title (題名) A Case Study on the Virtual Community of On-line Game Company. en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 參考文獻英文部分1. 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Garena台灣官方網站 http://www.garena.tw/index/index.php3. Riot Games官方網站http://www.riotgames.com/4. 巴哈姆特電玩資訊站http://www.gamer.com.tw/5. 批踢踢實業坊http://www.gamer.com.tw/6. 英雄聯盟官方論壇http://forum.lol.garena.tw/7. 美國英雄聯盟官方論壇http://forums.na.leagueoflegends.com/board/8. 巴哈姆特電玩資訊站維基百科http://zh.wikipedia.org/wiki/巴哈姆特電玩資訊站9. 批踢踢維基百科http://zh.wikipedia.org/wiki/批踢踢10. Garena維基百科http://zh.wikipedia.org/wiki/Garena11. Riot Games維基百科http://zh.wikipedia.org/wiki/Garena12. Garena百度百科 http://baike.baidu.com/view/1550549.htm13. 【採訪】《Path Of Exile》領軍 Garena發表2014年度四款大作(2013-12)http://www.mobile01.com/newsdetail.php?id=1429114. LOL開發商向韓國政府示好 捐贈5億韓元(2012-06)http://news.17173.com/content/2012-06-27/20120627130745833_all.shtml15. 《英雄聯盟》進軍韓國 前6月電競營收全部捐出(2011-09)http://games.sina.com.cn/o/n/2011-09-28/1454534470.shtml16. 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LEAGUE OF LEGENDS LEADS 2010 GDC ONLINE AWARD WINNERS (2010-12)http://www.riotgames.com/articles/20101012/150/league-legends-leads-2010-gdc-online-award-winners24. Riot Games Partners with Garena to bring League of Legends to Southeast Asia(2010-7)http://forums.euw.leagueoflegends.com/board/showthread.php?t=1794725. GOA and Riot Rescind IP Restriction Decision(2009-10)http://forums.na.leagueoflegends.com/board/showthread.php?t=18223 zh_TW
