臺灣博碩士論文加值系統

近年來全球行動裝置出貨量大幅成長，而遊戲應用程式或軟體(App)也隨之興起，其對遊戲市場有著相當重大的影響。同時社群媒體逐漸被企業重視，企業也開始大量投入社群媒體以及經營顧客關係。遊戲產業也在此時開始大量使用社群媒體來與玩家互動並建立關係。而值得探討的是，有關鍵要素是支持這些成功的經營理念。本研究以專家訪談為主軸，根據研究者自身參與其中的種種觀察，找出關鍵之處，輔以文獻分析及次級資料的蒐集，對個案公司進行探討，歸納個案公司對玩家社群的經營模式。在實務上，對於廠商而言;最重要的意涵在於-不論是否具有主導地位，廠商都應了解並掌握整體商業生態系統的變遷，才能在瞬息萬變的經營環境中長久生存。

Due to rapid advances in technology, the APPs industry has bloomed. During these few years, various innovations and developments by the game companies has encouraged the growth. Competition between mobile social game companies become more and more. The APPs companies to keep players playing the game, and strengthening the link between social interaction, good interaction between the player and the Operators, to keep the content fresh and innovative.It applied the case study method to do the in-depth interviews with the top management of expert. After analyzing the data collected from interviews by the analysis technique of grounded theory, to collect information about company activities, and participant observation, also supported by documentary analysis. The result of this study will be discussed and valuable suggestions for industry practitioners and academia are also to be provided. In addition, different keystones are found during different period of time. Furthermore, not only keystones, but also niche players in a business ecosystem constantly change their roles. Therefore, firms are advised to fully understand how business ecosystems are developed and catch the trend of change, so they can survive in the long run.

摘要 I
ABSTRACT II
誌謝 III
目錄 V
圖目錄 VII
表目錄 VIII
第一章、 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究問題與目的 3
1.4 研究方法與流程 4
1.5 研究限制 4
第二章、 文獻探討 5
2.1 行動社群遊戲 (Social Networking Game) 5
2.2 競爭策略 (Competitive Strategy) 6
2.3 競合理論 (Co-opetition) 8
2.4 商業生態模式（Business ecosystem） 10
第三章、 研究方法 12
3.1 方法論 12
3.2 案例選擇 12
3.3 資料收集 16
第四章、 個案分析 16
4.1 遊戲個案介紹 17
4.2 遊戲相關平台介紹 17
4.3 神魔之塔營運策略 24
4.4 神魔之塔商業生態之競合關係 25
4.5 結論 35
第五章、 結論與建議 36
5.1 行動社群遊戲之商業生態經營管理意涵 36
5.2 行動社群遊戲之經營成功因素 36
5.3 對行動社群遊戲之經營之建議 37
5.4 未來研究建議 38
參考文獻 39

中文文獻
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英文文獻
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網站文獻
1.Hehagame開心遊戲：http://tw.hehagame.com/
2.巴哈姆特：http://www.gamer.com.tw/
3.拓墣產業研究所：http://www.topology.com.tw
4.香港高登：http://www.hkgolden.com/
5.神魔之塔官方網站：http://www.towerofsaviors.com/
6.財團法人資訊工業策進會：http://www.iii.org.tw/
7.遊戲基地gamebase：http://www.gamebase.com.tw/