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    題名: 廣告置入於社群網站遊戲之發展經營策略分析
    Operating Strategies for Product Placement in Gaming Business on Social-Networking Website
    作者: 陳君潔
    Chen, Chun Chieh
    貢獻者: 康榮寶
    Kang, Jung Pao
    陳君潔
    Chen, Chun Chieh
    關鍵詞: 社群網站
    策略分析
    日期: 2009
    上傳時間: 2010-12-08 01:59:07 (UTC+8)
    摘要: The Internet technology expanded in early 90’s, applications related to this technology also grew with it. Online applications are now developed not only for searching or e-mailing, but also develop to increase interaction between people and occupy more of people’s leisure time. In this business plan, we analyze Internet market trend and target users and find out possibility on investing in product placement advertising in browser games.

    With limited budget and man power, we select simple browser game development combine with product placement sponsorship as our core business. By catching current social-networking website’s growing trend, we will select these types of websites as platform since they are usually free to use for game developers and have generate great numbers of members already. Our specialty is to custom made games for our sponsors. Sponsors’ product or brand name will be the main theme of a game or be product placement as billboards, flesh, or special items in a game. We can also combine our website banners and events to create media integration for our sponsor. Our goal is to help sponsors to reach their target consumer more frequently in a friendly gaming environment and increase target consumer’s brand preference.

    Games we create can be made for nearly all kinds of industry. We will analyze and match suitable target consumer and recommend for our potential sponsors. Our target is to make two games for the first year and add one more new game in every following year. For each game, we create three types of sponsorships. Clients can select based on their current marketing need. We estimated we will have a negative balance in the first year, but will turn to positive in the second year right after we sold our three games’ sponsorship, and hopefully create more than one million year end balance in the third year. In the future, we can collect players’ data though their playing record and create our own data base center. We can analyze these data and provide research report for corporate. We can also use our game marketing experiences as our know-how to help international online game company develop Taiwanese market. And finally, we can develop into a professional online marketing and media integration company in the future.
    1 Introduction……………………………………….……………………………1
    1.1 Business Overview.……………………………………….……..………..1
    1.2 Vision and Goal…………………………………………………………...2
    1.3 Investment Plan.………………………………………………………….. 3
    2 Online Game Market Overview.…………………………..………………..….. 5
    2.1 Market Overview and Market Trend.……………………………………...5
    2.1.1 Online Game Analysis.…………………………………………...……6
    2.1.2 Market Trend…………………………………………………………..14
    2.2 Competitor Overview…………………………………………………...…19
    2.3 Target Analysis.………………………..…………………………..………23
    2.3.1 Target Range Analysis .………………………………………………....23
    2.3.2 Target Usage Potential.………………………………………………….25
    3 Service Overview.……………………………………………………………….28
    3.1 Service Idea.…………………………………………………………..……28
    3.2 Business Opportunities in Different Industries.……………………………31
    4 Marketing and Sales.…………………………………………………………….37
    4.1 Internal and External Analysis (SWOT) .………………………………….37
    4.2 Service Positioning .…………………………………………………….....46
    4.3 Service Package and Pricing.…………………………………………..…..47
    4.4 Sales Channel.……………………………………………………………...51
    4.5 Marketing Tactics: Advertising and Promotion…………...……………….52
    5 Finance.……………………………………………………………………...…..58
    5.1 Income Statement.…………………………………………….……………58
    5.2 Balance Sheet.……………………………………………………….……..64
    5.3 Cash Flow.……………………………………………………………...…..67
    6 Conclusion .………………………………………………………………..……69
    6.1 Business Plan Overview.……………………………………...……………69
    6.2 Future Plan (Roadmap).………………………………………...………….73
    APPENDIEXS

    REFERENCES
    Books and Articles
    Websites
    參考文獻: Books and Articles
    1. Hill, Charles W.L. & Gareth R. Jones (2008). Strategic Management Theory Eighth Edition. Houghton Mifflin Company
    2. Lasher, William (2005). The Perfect Business Plan Made Simple. The Philip Lief Group, Inc
    3. Kotler, Philip & Kevin Lane Keller (2006). Marketing Management Twelfth Edition. Pearson Education, Inc..
    4. Shimp, Terence A. (1997) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications Fourth Edition. The Dryden Press
    5. Solomon, Michael R. (2007). Consumer Behavior Buying, Having and Being Seventh Edition. Pearson Education, Inc.
    Website
    1. Central Intelligence Agency : The World Factbook https://www.cia.gov/library/publications/the-world-factbook/index.html
    2. Taiwan Network Information Center
    http://www.twnic.net.tw/
    3. Ministry of the Interior: Department of Statistics
    http://www.moi.gov.tw/stat/
    4. WikiPedia: The Free Encyclopedia
    http://en.wikipedia.org/wiki/Online_game
    5. Market Observation Post System
    http://newmops.twse.com.tw/
    6. ACNielsen
    http://tw.nielsen.com/site/news20100128.shtml
    7. Institute for Information Industry
    http://www.iii.org.tw/
    8. Playfish
    9. ELEX
    http://elexhome.appspot.com/
    10. Final Fantasy XIII
    http://en.wikipedia.org/wiki/Final_Fantasy_13
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    96933022
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096933022
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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