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研究生:李盈潔
研究生(外文):Lee, Yin-Chieh
論文名稱:動態競爭下的機會點-運用財務指標探討數位遊戲產業之策略方向
論文名稱(外文):Analysis of Competitive Strategies of Digital Game Industry with Financial Indicators
指導教授:唐瓔璋唐瓔璋引用關係
指導教授(外文):Tang, Ying-Chang
口試委員:吳敏華張順全
口試委員(外文):Wu, Min-HuaChang, Shun-Chuan
口試日期:2019-5-31
學位類別:碩士
校院名稱:國立交通大學
系所名稱:管理學院經營管理學程
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
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:38
中文關鍵詞:數位遊戲產業資源配置戰略族群競爭優勢因素分析集群分析區別分析
外文關鍵詞:Digital game industryResource configurationStrategic groupCompetitive advantageCluster analysisFactor analysisDiscriminant Analysis
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2018年全球遊戲市場總營收超過1,379億美元,2021年總產值可望突破1,800億美元。同一時間中國政府卻無預警宣布暫緩發行遊戲版號,為遊戲市場投下震撼彈。

面對產業競爭與環境變化企業該如何運用資源來找出適合自己的發展策略是非常重要的課題。本研究以Tang and Liou(2010)為研究框架,篩選121家遊戲產業相關企業為研究對象,使用Standard & Poor Compustat Capital IQ全球資料庫之財務資料,先以因素分析法從各項財務比率提取四項企業能力、以集群分析法將121家公司分為四個策略群組,嘗試從企業能力探討其策略方向。最後運用區別分析找出在遊戲產業形成競爭優劣勢之關鍵,以提供遊戲廠商作為策略參考。
In 2018, the global game market has total revenue of more than US$137.9 billion, and its total market scale in 2021 is expected to exceed US$180 billion. At the same time, China has frozen all approvals of game release licenses , which undoubtedly cast a shocking wave to the game market.

Facing competition and environment changes, how companies would utilize resources to find a development strategy that suits them is a very important issue. This study, using Tang and Liou (2010) as the research framework, to screen 121 companies in related game industry as the research subjects, using the financial data of Standard & Poor Compustat Capital IQ global database, first analyzing financial ratios by Factor Analysis to extract 4 enterprise capabilities, the Cluster Analysis to divide these companies into four strategic groups, and try to explore their strategic directions from their capabilities. Finally use the Discriminant Analysis to find out the key factors in competing in digital game industry, to provide game manufacturers as a strategic reference.
第一章、緒論......................1
1.1 研究背景與動機................1
1.2 研究目的......................2
1.3 研究範圍與研究流程............2

第二章、文獻回顧..................3
2.1 競爭優勢、資源構型、策略群組..3
2.2 經爭優勢與財務比率............4
2.3 投入資本報酬率(ROIC)..........5

第三章、產業概況..................6
3.1 產業定義......................6
3.2 產業發展......................7
3.2.1 商用機台遊戲(Arcade Game)...7
3.2.2 家用遊戲機(Console Game)....8
3.2.3 個人電腦遊戲(PC Game).......9
3.2.4 網路遊戲(Online Game).......9
3.2.5 行動遊戲(Mobile Game)......10
3.3 數位遊戲市場概況.............10

第四章、研究方法.................14
4.1 研究架構.....................14
4.2 研究變數.....................15
4.3 研究樣本.....................15
4.4 分析方法.....................16
4.4.1 因素分析...................16
4.4.2 集群分析...................16
4.4.3 區別分析...................17

第五章、研究結果.................18
5.1 敘述性統計分析...............18
5.2 因素分析與資源構型...........21
5.3 集群分析.....................24
5.4 區別分析.....................29

第六章、結論與建議...............32
6.1 研究結論.....................32
6.2 研究限制與建議...............33

參考文獻.........................34
附錄.............................37
中文文獻
1.陳亭羽、康志瑋(2004)。網路商品之涉入程度與消費行為間之關聯分析--以線上遊戲、線上教學與線上下單為例。玄奘管理學報,2(1),49-89。
2.陳禹辰、胡惠萍(2005)。快速變遷環境下核心資源之累積: 遊戲產業之多個案研究。電子商務學報,7(1),15-34。
3.陳志忠、張淑昭(2006)。線上遊戲產業的策略態勢分析。人文及管理學報,3(1),265-288。
4.汪維揚、林家瑋(2009)。台灣網路遊戲產業成長與競爭動態之研究。資訊管理學報,16(2),25-60。
5.王又鵬、陳信全、曾忠蕙(2015)。網路遊戲促銷活動透過知覺價值對購買意願的影響效果─以網路遊戲涉入程度為干擾變數。東吳經濟商學學報,91(1),81-108。

英文文獻
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3.Barney, J.B., 1991, “Firm resources and sustained competitive advantage.”, Journal of Management, 17(1),99-120.
4.Barney, J. B., 1997, Gaining and Sustaining Competitive Advantage, MA, Addison Wesley Publishing Company.
5.Cao, B., Jiang, B. and Koller, T., 2006, “Balancing ROIC and Growth to Build Value”, McKinsey on Finance, 19 (Spring), 12-16.
6.Cheung, C.M.K., Shen, X.L., Lee, Z.W.Y., Chan, T.K.H., 2015, “Promoting Sales of Online Games through Customer Engagement”, Electronic Commerce Research and Applications, 14(4), 241-250.
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10.Eisenhardt, K. M. and Martin, J. A., 2000, “Dynamic Capabilities: What are they? “, Strategic Management Journal, 21(10-11), 1105-1121.
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15.Hunt M.S., 1972, Competition in the major home appliance industry, 1960-1970, Harvard University, doctoral dissertation.
16.Hunt, S. D., 2002, Toward a General Theory of Marketing, M. E., Sharp: New York
17.Porter, M., 1991, “Towards a Dynamic Theory of Strategy,” Strategic Management Journal, Winter Special Issue, 12(pp),95-117,
18.Penrose, E., 1959, Theory of the Growth of the Firm, New York: John Wiley.
19.Porter, Michael E., and Claas van der Linde, 1995,"Toward a New Conception of the Environment-Competitiveness Relationship." Journal of Economic Perspectives, 9(4), 97-118.
20.Powell, T. C., 2001, “Complete Advantage: Logical and Philosophical Considerations,” Strategic Management Journal, 22(9), 875-888.
21.Powell, T. C., 2002, “The Philosophy of Strategy,” Strategic Management Journal, 23(9), 873-880.
22.Powell, T. C., 2003, “Strategy without Ontology,” Strategic Management Journal, 24(3),285-291.
23.Susilo, W., Chow, Y. W. and Wiangsripanawan, R., 2015, "Protecting peer-to-peer-based massively multiplayer online games", International Journal of Computational Science and Engineering, 10(3), 293-305.
24.Tang, E. C. and Liou, F. M., 2009, “Competitive Advantage, Value Creation and du Pont Identity.” The Business Review, Cambridge, 12(2), 127-132.
25.Tang, E. C. and Liou, F. M., 2010, “Does Firm Performance Reveal Its Own Causes? The Role of Bayesian Inference” Strategic Management Journal, 31(pp), 39-57.
26.Teece, D.J. and Pisano, G., 1994, “The Dynamic Capabilities of Firms: An Introduction”, Industrial and Corporate Change 3(3), 537-56.
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28.Olusoga, S. A., Mokwa, M. P., and Noble, C. H., 1995, “Strategic groups, mobility barriers, and competitive advantage: an empirical investigation.”, Journal of Business Research, 33(2), 153-164.
29.Venkatrtraman, N. and Ramanujam, V., 1986, “Measurement of BusinessPerformance on Strategy Research, A Comparison of Approaches”, Academy of Management Review, 11(4), 801-814.
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