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系統識別號 U0026-0502201309265100
論文名稱(中文) 我國線上遊戲產業競爭環境與可能因應策略之探討
論文名稱(英文) The study on competitive environment and strategies of online game industry in Taiwan
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 1
出版年 102
研究生(中文) 阮昱翔
研究生(英文) Yu-Hsiang Juan
學號 r47981030
學位類別 碩士
語文別 中文
論文頁數 73頁
口試委員 指導教授-王明隆
指導教授-方世杰
口試委員-林軒竹
中文關鍵字 線上遊戲  競爭優勢  核心競爭力 
英文關鍵字 online game  competitive advantage  core competence 
學科別分類
中文摘要 摘要
我國線上遊戲產業從2000年初期發展至今只有十年歷史,受益於資訊科技日星月異,網路普及的加持,成為十分熱門的新興產業,大體來說,前期受益於網路科技與中華電信寬頻普及助益得以蓬勃發展,遊戲大廠如遊戲橘子、智冠集團等先占市場者均收益頗豐,得到超額報酬,然儘管進入線上遊戲資金門檻頗高,但因政府對線上遊戲規範少,加上若有成名遊戲產商可以快速回收現金的誘因,致使許多紛紛投入,使線上遊戲市場成為戰國時代,因此遊戲商業模式已經有所移轉!!玩家越來越挑剔,求新求變,線上遊戲產品生命週期越來越短,從計時制轉移到月費吃到飽並輔助虛擬寶物虛擬商店的商業模式,以滿足這群年輕又收入不高的主要客群,此時為大型多人角色扮演遊戲(MMORPG)的天下!!近年來,因社群網路大興其道,多款交友網站會員人數大增如臉書、推特等,依附在這些交友與社群網站的網頁遊戲因開發成本低、開發周期短,加上線上付費機制的安全性與便利性均達到成熟,一些網頁型輕鬆休閒小品成為新一波線上遊戲熱門的寵兒,智慧型手機裡的應用程式(APP)更是顛覆傳統手機的使用習慣,許多APP遊戲因為智慧型手機與平板電腦輕巧攜帶方便加上社群網絡口耳傳播效果而廣為被行動電話用戶接受,成為另一個藍海!!如今APP遊戲偃然成為人際關係社交的工具,因此此時傳統線上遊戲尤其是大型多人角色版演遊戲遭受到極大挑戰,廠商應該如何找出核心能力並培養可持久競爭優勢因應此大變革甚至轉型方能化危機為轉機將為本論文討論的重點之一。

而本篇論文將討論Porter提出的五力分析與SWOT分析和Prahalad提出的核心競爭力分析,替以開發銷售代理線上遊戲為主要業務擬定操作策略。五力分析是用來辨明產業的狀況屬於競爭優勢觀點,擁有核心競爭力不但可以使廠商在國內得以長期生存發展,並且足以執行一個或者更多具有世界級水準的競爭力有助於國內線上遊戲產業進軍國際!!
英文摘要 Abstract
The development of the Taiwanese online game industry began in 2000. Within a decade it has emerged as a well-established industry. Generally the advance of information technology and universal service obligation (USO) from Chunghwa Telecom Inc. has benefited the booming development in the first stage. Leading companies such as Gamania Digital Entertainment and Softworld International Entertainment owned the first-mover advantage and thus gained excess returns. Although high capital investments posed a market entry barrier, still software developing companies encouraged to become involved because of few government regulations, and high return of cash rate. Yet now the industry has reached its climax and has shifted into a more competitive situation. Demanding customers require variety and have thus shortened the product life cycle. Instead of developing products themselves, industry. The business model has shifted from charge by package to unlimited usage for a monthly subscription fee as well as the emerge of virtual goods and shops. The type of massive multiplayer online role-playing game (MMORPG) dominated the industry that focused primarily on younger and low-income consumers. Currently the social network services (SNS), for example Facebook and Twitter, are flourishing and attract increasingly more registered members. Attached to SNS are the widely favored browser games are perceived as low-cost and associated with a short development cycle and the convenience of secure, online payments. The transaction fees are what make these browser games profitable for their owner companies. For example, a subsidiary of Softworld International Entertainment benefits from issuing Facebook Token.Cellphone usage has been influenced hugely by this recent development. Moreover, mobile applications (APP), especially APP Games, are widely spread to the users of smartphones and tablets through the SNS effect. Challenging the role of MMORPG in the online game industry, the APP Games are becoming a new Blue Ocean. The main point of this report is to find out how companies identify their core competence and how they remain to use their competitive advantages so that they can cope with their changing environment through transformation strategies.

This report explores the strategies for online games companies by applying Porter’s Five Forces Analysis and SWOT Analysis and Prahalad’s Core Competence. Five Forces Analysis investigates the industry from a Competitive Advantage. Owning a world-class competence not only enables companies to develop domestically but also internationally.
論文目次 目錄
摘要.............................................................................................................................i
Abstract..........................................................................................................................ii
誌謝........................................................................................................................iii
目錄 ..............................................................................................................................v
表目錄 ......................................................................................................................vii
圖目錄 .....................................................................................................................viii

第一章 緒論...............................................................................................................1
第一節 研究背景與動機................................................................1
第二節 研究目的.......................................................................1
第三節 研究方法.......................................................................2
第二章 文獻探討..........................................................................................................3
第一節 產業環境分析..............................................................3
第二節 一般性競爭策略探討................................9
第三節 核心能力探討.........................................................12
第三章 我國線上遊戲總體環境、產業環境、個別廠商探討..............................................................................................................15
第一節 線上遊戲總體環境探討.............................................................15
第二節 線上遊戲產業環境探討.............................................................19
第三節 線上遊戲產品商業模式...................................................21
第四節 線上遊戲產業價值鏈..........................................................24
第五節 國內主要線上遊戲廠商簡介.....................................................26
第四章 國內線上遊戲競爭狀況................................................................................30
第一節 五力分析..............................................................................................30
第二節 SWOT分析..............................................................................................33
第三節 國內主要上市上櫃遊戲廠商財務比率分析析....................................36
第四節歸納國內各領先線上遊戲廠商競爭優勢..............................................58
第五節、國內線上遊戲公司之核心競爭力探討................................................61

第五章 結論與建議....................................................................................................64
第一節 結論.............................................................................64
第二節 建議可能之策略.............................................................................65
第三節 本研究特色與貢獻............................................................................68
第四節 後續研究與建議............................................................................69

參考文獻.........................................................................................................70
中文部分.........................................................................................................70
英文部分.........................................................................................................71
電子資源.........................................................................................................73
參考文獻 參考文獻
ㄧ、中文部份
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電子資源
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