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    Title: 手遊代理發行策略之研究—以龍族幻想為例
    Research on Publishing Strategy of Mobile Game – A Case Study of Code:D-Blood
    Authors: 錢幽蘭
    Chien, Yu-Lan
    Contributors: 詹文男
    尚孝純
    錢幽蘭
    Chien, Yu-Lan
    Keywords: 手遊
    手遊代理發行
    龍族幻想
    新冠疫情
    雙平台
    Mobile game
    Mobile game publishing
    Code:D-Blood
    COVID-19
    App Store And Google Play platform
    Date: 2022
    Issue Date: 2022-03-01 16:49:33 (UTC+8)
    Abstract: 本研究主要在探討手機遊戲(以下簡稱手遊)的代理發行策略，研究範疇包含台灣 手遊發行的各個面向，研究個案為 2019 年 9 月上市之「龍族幻想」手遊，回顧該遊戲發行迄今，除了面對既有市場競爭者的挑戰，整體環境也經歷了諸多重大事件，如新冠 疫情重創全球經濟、雙平台佣金相關訴訟...等.本研究即在探討代理商如何因應形勢變化，調整個案手遊未來發行之策略。
    關於個案的研究方法，首先利用 PEST 分析，了解總體環境大事件帶來之影響，再 透過雙鑽石模型與競爭者做詳細研究和比較，並根據 BI 後台帶來的客戶行為數據，作為調整活動策略以及評估運營效果之參考依據，此外透過文獻資料收集與個案對象訪談 來蒐集市場情報、分析與歸納結果，再以 SWOT 作為優劣勢分析工具，就分析後得到 的因素，以策略鑽石模型做出個案手遊發行未來發展之建議。
    台灣手遊市場的特色為:各國手遊產品競爭激烈、產品迭代速度快、消費人口雖然 相對較少但含金量較高。透過本研究得知，個案遊戲代理發行的策略如下:
    (一) 透過商務談判得以降低部分成本、增加獲利。
    (二) 涉獵電競賽事，拓寬商業應用領域、加速建置生態系。
    (三) 加強用戶經營、社群經營，深耕運作服務。
    (四) 隨時關注雙平台佣金相關訴訟變化，提前規劃部署可行的新獲利模式。
    (五) 與開發商密切溝通，持續更新與維護內容，延長產品生命週期、提升品牌知名
    度與用戶忠誠度。 面對台灣手遊市場激烈競爭、甚至全球市場均逐漸由原廠直營的趨勢，如何因應大環境的變化訂定明確有效的策略，以長線經營為前提，深耕在地市場，持續提升專業代 理發行商的地位與價值，是所有業者必須認真思考的課題。
    This research mainly discusses the agency and publication strategies of mobile games. The scope covers all aspects of mobile game publishing in Taiwan. The case study is " Code:D- Blood", which was launched in September 2019. Looking back on the game since its release, in addition to facing the challenges of existing competitors, the overall environment has also experienced many major events, such as the COVID-19 epidemic that has hit the global economy, App Store and Google Play platforms commission-related litigation... etc. This research is about how to adjust the publishing strategy of future mobile games in response to changes in the situation.
    Regarding the research method of the case, first we use PEST analysis to understand the impact of the overall environmental events, then conduct detailed research and comparison with competitor comparison of two Strategy Diamonds, and then use customer behavior data brought by BI back office as a reference basis for adjusting the marketing campaign strategy and evaluating the operational performance. In addition, we collect market intelligence, analyze and summarize the results through literature collection and interviews with case subjects, and then use SWOT as a tool for analysis of advantages and disadvantages. Based on the factors obtained after analysis, we use the Strategy Diamond Framework to suggest the future publishing strategy of the case mobile game.
    The characteristics of Taiwan`s mobile game market are the fierce competition of imported mobile game products from various countries, fast product iteration, and the consumer population is relatively small, but the gold content is relatively high. According to this research, the publishing strategy of this case is as follows:
    1. Reduce some costs and increase profits through business negotiations
    2. Dabble on e-sports, broaden the field of commercial applications, and accelerate the establishment of an ecosystem
    3. Strengthen user management, community management, and deepen operational services
    4. Keep an eye on the litigation changes related to the dual-platform commissions, plan and deploy new viable profit models
    5. Communicate closely with developers, continuously provide content update, and optimize the maintenance to extend product life cycle, enhance brand awareness and user loyalty.
    Facing the fierce competition in the Taiwanese mobile game market and the trend that even the global market is gradually being directly operated by the original manufacturers, how to formulate clear and effective strategies in response to changes in the general environment, take long-term operations as the premise, intensively manage local market, and continue to raise the status and value of local publishers are issues those practitioners must seriously consider.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    108932059
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108932059
    Data Type: thesis
    DOI: 10.6814/NCCU202200161
    Appears in Collections:[Executive Master of Business Administration] Theses

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