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題名 在行動裝置程式環境下的新數位商業行銷
New digital environment marketing, in a business of mobile
作者 侯斐立
Lahoda, Filip
貢獻者 吳文傑
Wu, Jack
侯斐立
Lahoda, Filip
關鍵詞 市場營銷
社交
媒體
應用程序
遊戲
marketing
social
media
application
game
日期 2015
上傳時間 1-Oct-2015 14:15:04 (UTC+8)
摘要 The aim of this thesis is to formulate a business of a mobile app producing company, while focusing on some key concepts crucial for this kind of business. Especially the new digital environment marketing, freemium monetization concept supporting features and application features for effective customer retention and payment incentives.
How is the concept of new digital environment marketing understood in this thesis? New digital environment is seen as the environment created by the mobile device applications, their distribution channels, social media, their users and some of the other online products. Special attention is dedicated to the social media marketing,
Freemium monetization concept is a key element of income for many successful application developers and same it shall be in the case of discussed business. These purchases have to be set in such way, that the benefit provided to the user would be a sufficient motivation for him to realize the purchase, while not discouraging the use of application by those who does not pay.
The customer retention is being examined in the environment of mobile device rpg game. The principles and features discussed in this relation are generally applicable.
參考文獻 Joost van Dreunen, Superdata, 2015, New Develop columnist and Superdata CEO Joost van Dreunen discusses changes in the mobile market
Ievgen Leonov, 2014, Mobile and Social Gaming Industry: 2014 Highlights, published by Renatus Media, LLC
Dan Pearson, 2014, Report: Mobile to become gaming`s biggest market by 2015, published at gamesindustry.biz
eMarketer, 2014, Smartphone Users Worldwide Will Total 1.75 Billion in 2014
Tristan Louis, 2013, How much does the average app make?
Ievgen Leonov, 2014, Trends and next steps for mobile games industry in 2015, published at gamasutra.com
Dean Takahashi, 2014, Only 0.15 percent of mobile gamers account for 50 percent of all in-game revenue (exclusive), published at venturebeat.com
Denniss Cimeca, GamesBeat, 2013, The gender inequality in core gaming is worse than you think, published at venturebeat.com
Newzoo, 2013, Newzoo data
Jeff Grubb, 2014, Gaming advocacy group: The average gamer is 31, and most play on a console, published at venturebeat.com
Bertil Hansen, 2014, Top 20 Google play store top grossing games has only one paid game, published at androidfact.com
Stuart Dredge, The Guardian, 2014, Why is Candy Crush Saga so popular?, published at theguardian.com
Steven Tweedie, Business Insider, 2014, Why `Clash Of Clans` Is So Incredibly Popular, According To A Guy Who Plays 16 Hours A Day,
Russel Holly, 2015, Clash of Clans for Android: What is it, and why is it so popular?
Mark Masters, 2014, What Made Clash of Clans so Insanely Successful and What Can We Learn from It?
Pop Cap, 2012, survey
MocoSpace, 2012, survey
Newzoo, 2014, Infographic: The Taiwan Games Market
App Anie, 2013, Google Play: Top countries in Q3 2013
Taipei Times, 2014, Taiwan likes Facebook, has highest penetration
Sabel Harris, 2014, 5 data driven ways to get your facebook post seen
Kevan Lee, 2014, how to create manage facebook business page
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
102933034
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102933034
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 侯斐立zh_TW
dc.contributor.author (Authors) Lahoda, Filipen_US
dc.creator (作者) 侯斐立zh_TW
dc.creator (作者) Lahoda, Filipen_US
dc.date (日期) 2015en_US
dc.date.accessioned 1-Oct-2015 14:15:04 (UTC+8)-
dc.date.available 1-Oct-2015 14:15:04 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2015 14:15:04 (UTC+8)-
dc.identifier (Other Identifiers) G0102933034en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78741-
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) 102933034zh_TW
dc.description.abstract (摘要) The aim of this thesis is to formulate a business of a mobile app producing company, while focusing on some key concepts crucial for this kind of business. Especially the new digital environment marketing, freemium monetization concept supporting features and application features for effective customer retention and payment incentives.
How is the concept of new digital environment marketing understood in this thesis? New digital environment is seen as the environment created by the mobile device applications, their distribution channels, social media, their users and some of the other online products. Special attention is dedicated to the social media marketing,
Freemium monetization concept is a key element of income for many successful application developers and same it shall be in the case of discussed business. These purchases have to be set in such way, that the benefit provided to the user would be a sufficient motivation for him to realize the purchase, while not discouraging the use of application by those who does not pay.
The customer retention is being examined in the environment of mobile device rpg game. The principles and features discussed in this relation are generally applicable.		en_US
dc.description.tableofcontents TABLE OF CONTENTS
1. Mobile application business 1
2. Market research 2
2.1. Mobile games market research 6
2.2. Profile of average mobile gamer 10
2.2.1. Age of an average gamer 12
2.3. Market leaders 14
3. Business opportunity 18
4. Game concept 26
4.1. On adventure 27
4.2. In the field 28
4.3. Home and town 28
4.4. Friendly to use 28
5. Organizational structure and operation 30
5.1. Realization team 30
5.1.1. Marketing and creative director/CEO 30
5.1.2. IT director – this is a core employee. 30
5.1.3. Three members coding team 30
5.1.4. Five graphic designers 31
5.1.5. Sound 31
5.2. Office 31
6. Marketing 32
6.1. General concept 32
6.2. Location 33
6.3. Positioning 35
6.3.1. Company positioning 35
6.3.2. Product positioning 35
6.4. Target customer 35
6.5. Competitors 36
6.6. Pricing strategy 38
6.7. Social media utilization 39
6.7.1. Facebook page management 39
6.7.2. Types of Facebook posts 44
6.7.3. Frequency of Facebook posts 46
6.7.4. Facebook advertising management 47
6.7.5. Streamers 48
6.8. Other forms of advertising 49
7. Costs and sources of revenue 50
7.1. Main costs 50
7.1.1. Coding team compensation 50
7.1.2. Graphics and animation 51
7.1.3. Sound effects 51
7.1.4. Marketing 51
7.1.5. Wage of the tech director 52
7.2. Ways to cover costs and make revenue 52
7.2.1. Revenue from in app purchases and advertisement 52
7.2.2. Crowdfunding through a way of presale 54
7.2.3. Taipei Municipal Self-Government Ordinance for Industrial Development 54
Reference 57		zh_TW
dc.format.extent 1339554 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102933034en_US
dc.subject (關鍵詞) 市場營銷zh_TW
dc.subject (關鍵詞) 社交zh_TW
dc.subject (關鍵詞) 媒體zh_TW
dc.subject (關鍵詞) 應用程序zh_TW
dc.subject (關鍵詞) 遊戲zh_TW
dc.subject (關鍵詞) marketingen_US
dc.subject (關鍵詞) socialen_US
dc.subject (關鍵詞) mediaen_US
dc.subject (關鍵詞) applicationen_US
dc.subject (關鍵詞) gameen_US
dc.title (題名) 在行動裝置程式環境下的新數位商業行銷zh_TW
dc.title (題名) New digital environment marketing, in a business of mobileen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Joost van Dreunen, Superdata, 2015, New Develop columnist and Superdata CEO Joost van Dreunen discusses changes in the mobile market
Ievgen Leonov, 2014, Mobile and Social Gaming Industry: 2014 Highlights, published by Renatus Media, LLC
Dan Pearson, 2014, Report: Mobile to become gaming`s biggest market by 2015, published at gamesindustry.biz
eMarketer, 2014, Smartphone Users Worldwide Will Total 1.75 Billion in 2014
Tristan Louis, 2013, How much does the average app make?
Ievgen Leonov, 2014, Trends and next steps for mobile games industry in 2015, published at gamasutra.com
Dean Takahashi, 2014, Only 0.15 percent of mobile gamers account for 50 percent of all in-game revenue (exclusive), published at venturebeat.com
Denniss Cimeca, GamesBeat, 2013, The gender inequality in core gaming is worse than you think, published at venturebeat.com
Newzoo, 2013, Newzoo data
Jeff Grubb, 2014, Gaming advocacy group: The average gamer is 31, and most play on a console, published at venturebeat.com
Bertil Hansen, 2014, Top 20 Google play store top grossing games has only one paid game, published at androidfact.com
Stuart Dredge, The Guardian, 2014, Why is Candy Crush Saga so popular?, published at theguardian.com
Steven Tweedie, Business Insider, 2014, Why `Clash Of Clans` Is So Incredibly Popular, According To A Guy Who Plays 16 Hours A Day,
Russel Holly, 2015, Clash of Clans for Android: What is it, and why is it so popular?
Mark Masters, 2014, What Made Clash of Clans so Insanely Successful and What Can We Learn from It?
Pop Cap, 2012, survey
MocoSpace, 2012, survey
Newzoo, 2014, Infographic: The Taiwan Games Market
App Anie, 2013, Google Play: Top countries in Q3 2013
Taipei Times, 2014, Taiwan likes Facebook, has highest penetration
Sabel Harris, 2014, 5 data driven ways to get your facebook post seen
Kevan Lee, 2014, how to create manage facebook business page		zh_TW