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研究生:葉亮吟
論文名稱:遊戲產業因應環境變化之經營模式調整之研究
論文名稱(外文):A Study on Business Model of the Gaming Industry under Changing Environment.
指導教授:詹文男詹文男引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:經營管理碩士學程(EMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:76
中文關鍵詞:遊戲產業行動上網經營模式五力分析價值鏈
外文關鍵詞:Gaming industryMobile internetBusiness modelFive forces analysisValue chain
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台灣線上遊戲產業從2000年萌芽以來,一直經歷著網際網路技術的創新而產生相對應的變化,從2008年Web2.0的代表facebook的崛起,創造出輕型網頁遊戲,到2010年Apple公司推出後PC時代產品-智慧型手機及平板電腦,APP徹底改變上網族群的使用行為,線上遊戲產業面臨了一場結構性的改變。而台灣重量級線上遊戲公司在連續忽視這兩波科技創新帶來消費者行為改變,使企業直接邁入營收飽受威脅、市場萎縮的困境。面對這波新經濟的運轉,台灣線上遊戲公司該如何因應這樣的變化?才得以讓企業可永續經營,是本研究的主軸。

本研究探討的研究問題包括:(一)行動上網的技術及消費者行動化的使用習慣改變,對遊戲產業產生什麼變化? (二)行動上網出現後,對企業的經營模式有何影響? 其競爭優勢來源及競爭基礎的變化為何?

本研究採用個案研究方法,透過相關文獻回顧,以Afuah A.(2003)經營模式架構,先從台灣線上遊戲的運營公司經營模式做說明,再以上網技術的改變這個產業因素的變化,如何影響個案公司的活動,而活動又如何影響公司的資源、定位及成本,最終影響到公司的績效,提供給該個案企業在面臨外在產業因素變化時如何因應之參考。

本研究發現台灣遊戲產業目前仍在新趨勢的摸索與適應階段,雖然外來者眾,但台灣企業還是很有機會在革新遊戲內容外,同時打造新的娛樂環境,只是遊戲產業的同業們必須有更大的夢想及視野,運用「跨界」的能力,與不同產業競合,這是台灣企業急需重視的命題。

Taiwan's online game industry since 2000 bud, has been experiencing Internet technology innovation and has gone throung the several transformations, Web2.0 rise representative facebook (2008), web games(2009), Apple introduced post-PC-era products - smartphones and tablet PCs (2010), application revolutionizes Internet users’ behavior, online game industry is facing a structural change. Taiwan heavy weight online game companies continuously ignore the technology innovation which has changed consumer behaviors, so that enterprises directly go into the threatened revenue and the plight of shrinking market. Facing this new wave of economic operation, how Taiwan online game companies respond to this change? Are they able to sustain? Which is the main axis of this study.

The topics in this study will include:( A) What kind of change will be brought to the game industry due to the actions on the Internet and users’ habit changes? (B) The appearance of mobile Internet will make what kind of impact on the business models? What is the source of competitive advantage and the change of competition basis?

This study used a case study approach through literature review to Afuah A. (2003) business model architecture, starting from Taiwan online game business model of company operation as an explanation. The next is, how the Internet technology changes affect the company's activities in the cases; what’s the impact of the activities on the company resources, location and cost. Ultimately is to affect the company's performance and provided the example for the enterprises in the case how to respond to changes in the face of external factors.

The study found that Taiwan's game industry is still in the stage of exploration and adaptation of new trends; although many of the outsiders but there is still a good chance for Taiwan companies to make innovation in game content and to create a new entertainment environment as well. However, the game industry peers must have bigger dreams and vision, to use "cross-border" ability to cooperate with different industries, which is the most important proposition that Taiwan's enterprises need to be focus on.

誌謝 ii
中文摘要 iii
Abstract iii
目錄 ..v
表目錄 viii
圖目錄 vviiiii
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 2
第三節 研究流程 4
第四節 章節結構…………………………………………………………………………...5
第二章 文獻探討 6
第一節經營模式理論 6
2.1.1經營模式的源起…………………………………………………………………..6
2.1.2經營模式的定義…………………………………………………………………..6
2.1.3經營模式的理論整理……………………………………………………………..7
第二節產業分析理論……………………………………………………………………...19
2.2.1產業的定義……………………………………………………………………….19
2.2.2產業分析相關理論……………………………………………………………….19   
第三節 資源基礎理論…………………………………………………………………….25
2.3.1 資源基礎理論的內涵…………………………………………………………...25
2.3.2 資源基礎理論的思考架構……………………………………………………...25
2.3.3 核心資源及核心耐力…………………………………………………………...26
第四節 Porter價值鏈分析模型…………………………………………………………30
第五節 STP理論…………………………………………………………………………..31
第六節 小結……………………………………………………………………………….32
第三章 研究方法 34
第一節 研究架構 32
第二節 研究變數………………………………………………………………………….33
3.2.1 產業因素.......................................................34
3.2.2 經營模型.......................................................35
第三節 研究方法設計....................................................36
第四節 研究範疇及限制說明..............................................37
第四章 台灣遊戲產業及個案公司介紹........................................38
第一節台灣遊戲產業介紹.................................................38 4.1.1 台灣遊戲產業的社會脈絡.........................................38
4.1.2 台灣網路與線上遊戲發展.........................................39 4.1.3 台灣遊戲產業的產業鏈及生態危機.................................41
第二節 個案公司介紹....................................................43
4.2.1 個案公司概況...................................................43
4.2.2 個案公司沿革...................................................44
4.2.3 個案公司組織架構...............................................46
第五章 個案分析..........................................................47
第一節 台灣遊戲產業與個案公司經營成功動因..............................47
5.1.1台灣遊戲產業因子分析............................................47
5.1.2 個案公司的經營模式.............................................50
5.1.3 小結:2000~2003年的獲利........................................58
第二節 新技術對台灣遊戲產業及個案公司的衝擊............................59
5.2.1上網技術及玩家使用習慣改變對台灣遊戲產業的影響..................60
5.2.2上網技術及玩家使用習慣改變對個案公司的影響......................61
5.2.3 成功典範的經營模式.............................................62
第三節 個案公司的變革之路..............................................65
第六章 結論與建議 69
第一節 結論............................................................69
第二節 建議............................................................70
參考文獻 73


中文部份
1. 巴哈姆特電玩資訊站,http://www.gamer.com.tw/
2. 電子工程專輯(2008/07/16 ), IDC:07年台灣線上遊戲市場成長 15.2%
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4. 拓樸 http://www.topology.com.tw/tri/
5. 台灣電玩雜誌全球資訊網,http://www.taiwanslot.com.tw/chi/cindex.htm
6. 聯合新聞網,http://udn.com/NEWS/main.html
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8. 科技資訊網 Taiwan.CNET.com,http://www.taiwan.cnet.com/
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12. 創新與創業精神,蕭富峰與李田樹合譯,臉譜出版,民國九十一年
13. 創新者的解答,李田樹與李芳齡合譯,天下文化,民國九十二年
14. 數位時代論壇,http://www.bnext.com.tw/magpage/
15. 仕特線上市調網(2008),2008 線上遊戲調查報告
16. 瑞克梅添涼遊戲玩窩http://wawogame.blogspot.tw/
17. 曾茹萍(2002),2002 年 12 月 e 天下雜誌
18. 資策會 FIND 網站,http://www.find.org.tw/0105/home_new.asp
19. 資策會 MIC 產業分析,線上遊戲-2008 台灣遊戲產業產值預估為 145~150 億
20. CNNIC (2009),第 23 次中國互聯網路發展狀況統計報告
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英文部分
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