政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136678

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136678

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题名:	遊戲產業訂閱模式之個案分析 Subscription Models of the Video Game Industry: a Multi-Case Analysis
作者:	王晧宇 Wang, Hao-Yu
贡献者:	邱奕嘉 Chiu, Yi-Chia 王晧宇 Wang, Hao-Yu
关键词:	訂閱經濟訂閱模式遊戲產業平台平台競爭 Subscription Economy Subscription Business Model Gaming Industry Platform Platform Competition
日期:	2021
上传时间:	2021-08-04 16:25:24 (UTC+8)
摘要:	隨著訂閱經濟在各個市場中逐漸嶄露頭角，數位娛樂市場中如Netflix、Spotify等公司也相繼取得相當不錯的成績，訂閱模式顯然成為近代經濟市場中最熱門的話題，這種足以改變市場環境的訂價方式也開始在電子遊戲市場被討論，多家遊戲開發商趁著這股熱潮，紛紛在市場中嘗試投入此種新興的遊戲訂閱付費制度，但受限於遊戲市場的環境特性與消費者的購買習慣，目前現有的遊戲訂閱仍在尋找適合的營運模式。本研究將以多個案的方式呈現，先透過梳理遊戲產業成長經歷的多項付費模式，來了解現今市場中主要採取的消費方式以及整體環境狀態，來分析遊戲訂閱模式在各遊戲市場的現況，再藉由智慧型手機遊戲市場的Google與Apple和遊戲主機端市場的Sony和Microsoft等四家個案，檢視各家在訂閱模式上所面對的客群、資源的利用、採取的策略等異同之處，以此來歸納出訂閱模式在電子遊戲市場中的策略關鍵。 As the success of the subscription economy gradually emerges in various markets, and companies in the digital entertainment market such as Netflix and Spotify have also achieved quite good results, the subscription model has become popular in the modern economic market. This pricing strategy which is sufficient to change the environment of market has also begun to be widely discussed in the video game market. Many video game developers and publishers have tried to invest in this subscription trend in the video game market. However, limited by the unique environment and characteristics of the video game market and consumers` buying habits, the existing game subscription services in the market are still looking for a suitable operating model. This research is presented in the form of multiple cases. First, by walking through the multiple payment models that the video game industry has experienced, we can understand the overall environment and main consumption methods in the current market, and analyze the situation of the game subscriptions. Next, through four cases, including Google and Apple in the mobile gaming market, and Sony and Microsoft in the console games market, we can identify the similarities and differences of the target audience, resource utilization, and strategies adopted by each companies’ game subscription. In this way, we can summarize the key to the success of subscription strategies in the video game market as a reference for the follow-up company strategy.
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描述:	碩士國立政治大學科技管理與智慧財產研究所 107364122
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0107364122
数据类型:	thesis
DOI:	10.6814/NCCU202100758
显示于类别:	[科技管理與智慧財產研究所] 學位論文

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