臺灣博碩士論文加值系統

個人電腦遊戲市場在近幾年經歷了興盛，衰退，又再度興起的情況。這背後的主因就是重新塑造整個產業面貌的數位平台。這篇論文旨在對數位平台為電腦遊戲帶來的改變有更深入的了解，並發展業者能效法的數位平台策略。本篇論文首先基於產業領導者Steam的案例發展一個通用的三階段模型，並藉由此模型與另外四位主要的市場競爭對手的比較來導出通用或特定的數位平台策略讓業者能依據各自的市場定位來塑造自己獨有的競爭優勢。我們結論的含意為讓電腦遊戲業者能將他們傳統的獨立事業轉化成數位平台的形式。

The PC game market rise, fall, and rise again in recent years due to digital platforms reshaping the industry’s landscape. This thesis aims to have a deeper understanding of this digital platform transformation of PC games and develop digital platform strategies for vendors to follow suit. The thesis first develops a general three-stage model for digital platforms based on the dominant industrial leader, Steam, and then compares this model with four major followers in this market to derive general and specific digital platform strategies for vendors to develop their unique competitive advantages based on their market positions. The thesis concludes with a set of implications for PC game vendors to transform their traditional standalone business into a digital platform.

致謝 i
摘要 ii
Thesis Abstract iii
Contents iv
List of Figures vi
List of Tables vi
1. Introduction 1
1.1 The Fall and Rise of PC Games 1
1.2 Digital Platforms 1
1.3 Three Major Challenges 2
1.4 Competition Overview 3
1.5 Research Question 4
2. Conceptual Background 5
2.1 Platform Economy and Network Effect 5
2.2 Customer Engagement and Community 6
2.3 Openness of the Platform 7
2.4 Two-Sided Market 7
2.5 Homing Strategies and Exclusives 8
2.6 Summary 9
3. Developing the Digital Platform Strategy model of Steam 10
3.1 An Overview of Steam 10
3.2 The Digital Platform Strategy of Steam 11
3.2.1 The Growing Stage 12
3.2.2 The Scaling Stage 17
3.2.3 The Engaging Stage 19
4. A Comparison with Competitors 23
4.1 Unique Competitive Advantage 25
4.2 Summary 27
5. Discussion 28
5.1 The Growing Stage 28
5.2 The Scaling Stage 28
5.3 The Engaging Stage 29
5.4 Digital platform strategies 30
5.5 Limitations and future research 35
References 39

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