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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 1-十月-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 marketIevgen Leonov, 2014, Mobile and Social Gaming Industry: 2014 Highlights, published by Renatus Media, LLCDan 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 2014Tristan 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.comDean 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.comNewzoo, 2013, Newzoo dataJeff Grubb, 2014, Gaming advocacy group: The average gamer is 31, and most play on a console, published at venturebeat.comBertil 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, surveyMocoSpace, 2012, surveyNewzoo, 2014, Infographic: The Taiwan Games MarketApp Anie, 2013, Google Play: Top countries in Q3 2013Taipei Times, 2014, Taiwan likes Facebook, has highest penetrationSabel Harris, 2014, 5 data driven ways to get your facebook post seenKevan 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, Jack en_US dc.contributor.author (作者) 侯斐立 zh_TW dc.contributor.author (作者) Lahoda, Filip en_US dc.creator (作者) 侯斐立 zh_TW dc.creator (作者) Lahoda, Filip en_US dc.date (日期) 2015 en_US dc.date.accessioned 1-十月-2015 14:15:04 (UTC+8) - dc.date.available 1-十月-2015 14:15:04 (UTC+8) - dc.date.issued (上傳時間) 1-十月-2015 14:15:04 (UTC+8) - dc.identifier (其他 識別碼) G0102933034 en_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) 102933034 zh_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 CONTENTS1. Mobile application business 12. Market research 22.1. Mobile games market research 62.2. Profile of average mobile gamer 102.2.1. Age of an average gamer 122.3. Market leaders 143. Business opportunity 184. Game concept 264.1. On adventure 274.2. In the field 284.3. Home and town 284.4. Friendly to use 285. Organizational structure and operation 305.1. Realization team 305.1.1. Marketing and creative director/CEO 305.1.2. IT director – this is a core employee. 305.1.3. Three members coding team 305.1.4. Five graphic designers 315.1.5. Sound 315.2. Office 316. Marketing 326.1. General concept 326.2. Location 336.3. Positioning 356.3.1. Company positioning 356.3.2. Product positioning 356.4. Target customer 356.5. Competitors 366.6. Pricing strategy 386.7. Social media utilization 396.7.1. Facebook page management 396.7.2. Types of Facebook posts 446.7.3. Frequency of Facebook posts 466.7.4. Facebook advertising management 476.7.5. Streamers 486.8. Other forms of advertising 497. Costs and sources of revenue 507.1. Main costs 507.1.1. Coding team compensation 507.1.2. Graphics and animation 517.1.3. Sound effects 517.1.4. Marketing 517.1.5. Wage of the tech director 527.2. Ways to cover costs and make revenue 527.2.1. Revenue from in app purchases and advertisement 527.2.2. Crowdfunding through a way of presale 547.2.3. Taipei Municipal Self-Government Ordinance for Industrial Development 54Reference 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/#G0102933034 en_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) marketing en_US dc.subject (關鍵詞) social en_US dc.subject (關鍵詞) media en_US dc.subject (關鍵詞) application en_US dc.subject (關鍵詞) game en_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 mobile en_US dc.type (資料類型) thesis en 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 marketIevgen Leonov, 2014, Mobile and Social Gaming Industry: 2014 Highlights, published by Renatus Media, LLCDan 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 2014Tristan 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.comDean 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.comNewzoo, 2013, Newzoo dataJeff Grubb, 2014, Gaming advocacy group: The average gamer is 31, and most play on a console, published at venturebeat.comBertil 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, surveyMocoSpace, 2012, surveyNewzoo, 2014, Infographic: The Taiwan Games MarketApp Anie, 2013, Google Play: Top countries in Q3 2013Taipei Times, 2014, Taiwan likes Facebook, has highest penetrationSabel Harris, 2014, 5 data driven ways to get your facebook post seenKevan Lee, 2014, how to create manage facebook business page zh_TW
