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首页 论中国网络游戏运营商赢利模式的研究和创新(Research and innovation of …

论中国网络游戏运营商赢利模式的研究和创新(Research and innovation of profit model of online game operators in China).doc

论中国网络游戏运营商赢利模式的研究和创新(Research a…

王可心
2018-12-22 0人阅读 举报 0 0 暂无简介

简介:本文档为《论中国网络游戏运营商赢利模式的研究和创新(Research and innovation of profit model of online game operators in China)doc》,可适用于社会民生领域

论中国网络游戏运营商赢利模式的研究和创新(ResearchandinnovationofprofitmodelofonlinegameoperatorsinChina)论中国网络游戏运营商赢利模式的研究和创新(ResearchandinnovationofprofitmodelofonlinegameoperatorsinChina)ResearchandinnovationofprofitmodelofonlinegameoperatorsinChinaAbstract:onlinegameisanemergingindustry,inourcountrysincelargescaledevelopmentHasbeengrowingatahighspeedHowever,inthefaceofpressurefromforeigncompetitors,China'sonlinegameoperatorsareintheindustryYoucanonlyearnsmallprofitsbyactingonlinegamesabroadHowtobuilddiversityProfitmodel,andenhancethecompetitivenessofenterpriseshasbecomeChina'sgameoperatorshavebeenthinkingaboutstudyToinvestigatetheprofitmodelofonlinegameoperatorsinChina,itisnecessarytostartfromthestructureofChina'sonlinegameindustrychainAccordingtothedevelopmenttrendoftheindustrychain,thehiddenprofitareasintheonlinegameindustryareexploredanddesignedtobecompetitiveProfitmodel,realizethevaluematchoftheenterpriseandthemarket,becomeChinesegameoperatortocapturethiswartowinKeytoprofitKeywords:onlinegameindustrychainprofitmodel,thedevelopmentofonlinegameindustryinChinaTheriseanddevelopmentofonlinegamesinChinaisonlyyears,butthespeedofgrowthissurprisingThelargescaledevelopmentofChina'sonlinegameindustrybeganinAccordingtoIDC,ChinaonlinegameproductionIndustryResearchReportshowsthat,afterenteringthe,theonlinegameindustryhasshownanamazingmomentumofdevelopment,themarketSalesrevenueofbillionmillionyuan,anincreaseofoverBy,itsmarketsizehadreachedBillionyuan,anannualgrowthrateofuptoDuetothelackofcoretechnologyandRDtalent,China'sonlinegameindustryistheproductfromthebeginningAgentsandtheintroductionofthemodel,theonlinegame"goldindustrychain"oftheupperreachesnetworkgamesoftwaredevelopment,HasbeendominatedbymanyforeignmanufacturersChina'sonlinegameoperatorscanonlyoperategamesthroughagentsTomakeasmallprofitFordomesticoperatorswithlimitedtechnicalconditions,agentsplayforeigngamesforthefirsttimeItishelpfultotrainthemarket,exploretheoperationandpromotetheexperience,buttheprofitoftheenterpriseissufferingfromeverylinkInseveralcasesofclosure,howtoestablishadiversifiedprofitmodelandenhancethecompetitivenessofenterprisesisChina'sgameoperatorsThequestionthatbusinessneedstothinkabout,China'sonlinegameindustrychainstructureanalysisThesocalledindustrialchain,thatis,basedonthedivisionoflaborwithintheindustryandtherelationshipbetweensupplyanddemandonthebasisofenterprisesIndustryasalargenode,productsforsmallnodes,verticalandhorizontalinterwovennetworksystemChina'sonlinegameindustryhasHasenteredarelativelystableandmaturestageofdevelopment,andgraduallyformedacompleteindustrialchain,gamedevelopersGamedevelopersarethemainplayeringameproductdevelopmentandtheownerofgameintellectualpropertyrightsadoptTransferpartoftheintellectualpropertyrightstotheoperatorsandobtainsubstantialroyaltyincome,whichisthemainpartoftheindustrychainMovestatusAtpresent,thedomesticonlinegamesoftwareismostlyimportedfromSouthKorea,themosthighthanthetotalmarketsharegameoperatorsFromthestructureoftheindustrychaincanbeclearlyseen,whichplaysakeyroleinthecentralpositionisthetourOperaoperatorBecauseitisnotonlytheonlywaytoconnectcustomers,butalsovariousinterestgroupsleadingtocustomersOperatorsofthe"routernetwork",thegameneedsuninterruptedservice,operatorsbecometheindustrychainCenterAsthe"chainowner"oftheindustrialchain,alllinksinteractwithit,anditneedsimmediateaspectInternetserviceproviders,gamedevelopers,gamedistributors,andendgamersHowever,asthereisnoIndependentintellectualpropertyrights,operatorsmustbeconstrainedbytheupstreamdevelopersgamesoftwaredistributorsGamedistributorsaremainlyresponsibleforgamesalesIncludingchainsoftwarestores,electronicmall,portalwebsite,Newsstand,Internetcafe,etcAmongthem,theInternetcafeismainlyresponsibleforthegamerechargecardsales,tothegameplayertoprovideservices,CooperatewiththegroundpromotionofgameoperatorsAtpresent,InternetcafeshavebecomethemostconcentratedconsumeronlinegameproductsAndthegameindustryisbecomingmoreandmoreintegrated,analysisofprofitmodelofonlinegameindustryinChina,themainprofitmodelsandproblemsofonlinegameoperatorsinChina()revenuefromchargecardThisisouronlinegamemarketmosttraditionalprofitmodel,generallydividedintocardsandbagswhenthecardtwoCardpointsareplayersbuyinggamepoints,andthenconvertingpointstoonlinegamesforacertainamountoftimeConsumptionCharacterizedbylargeprofits,buttheplayerseasilydrainThepacketcardisaonetimepurchasebytheplayer,Inthisperiodoftime,youcanspendwithoutlimit,itcanensurethatthebusinessincomeisstable,theplayerisnoteasytodrain,Butthereislittleroomforprofitgrowth()valueaddedservicesItisthemostimportantprofitmodeatpresentWiththegrandtransformation,theprofitofroleplayinggamesModefromtheinitialcardbilling,andgraduallytothe"freegamevirtualgoodstransaction"transformationFreerunningpartyType,atpresentinSouthKoreaandsomeotheronlinegamedevelopedcountrieshaveoccupiedthedominantpositionofthemarket,Inourcountry,moreandmoregameoperatorsalsobegintousefreewaytocarryongameoperationThisprofitTheadvantageofthemodelisthatitreliesmainlyonqualitycustomersforrevenueThesocalled"free"isnotcompletelyfree,Onlinegameoperatorsaresimplychangingtheirmainchargingpatternsfrom"buyinggametime"to"buyingvirtualgames"ItemsarechargedbyvalueaddedservicesWhattheoperatorsoffreeonlinegamesneedtodoistoeliminatethepricethreshold,ProvideaplatformtomaximizeyourpopularityAsthegamemakerssellvirtualpropsasthemainsurplusTherefore,itisdifficultforplayerstoenjoythegameiftheydonotbuypropsTheuncontrolledconsumptionofconsumableshasbecomeamajorsourceofprofitforthegameHowever,thedisadvantagesoffreeonlinegamesarebecomingincreasinglyapparentFirstofall,drivenbyhugeprofits,GamedevelopersandoperatorsarebecomingmoreandmoreMyopia,inordertoseizethemarket,havecompressedgamedevelopmenttime,resultinginacceleratedagingofthegameandProductconvergence,oncetheplayerconsumptionfrom"irrational"to"rational"return,theoverallprofitabilityoftheindustryAbilitywillbedealtamajorblowSecond,vendorstendtochargeplayersingamedesign,whichplayersdonotneedPayinganygamelabortobuyvirtualpropertydestroysthebalanceofVirtualGamesLossofplayers,shorteningofthegamemarketlifecycleFinally,inafreeonlinegame,allactionsaretakenThereareboundariesandmoney,andinthisatmosphere,thereisnolimittothegameexampleSuchasthecurrentonlinepopularonlinegame"journey",istocreateamaliciousPKenvironment,toencourageWantonmurderandrobberymoneygameplayer()memberincomeBypayingacertainfee,thepaidusercanobtainthespecialvalueaddedserviceprovidedbytheoperatorbutTheprofitmodelrelyingsolelyonthemembershipsystemisnotonlymonotonous,butalsoduetothedistributionchannelsandmarketpublicity,Severaltimes,suchasagencyexpenses,theactualprofitmarginisnothigh()cooperationisdividedintoAndthetelecommunicationssector,thegameservicefeesandTelecommunicationsInternetaccessfee(Internetaccessfee)tiedTogetherwithtelecommunicationsreachedaccessfeesharingagreement,buttheoperatorsoftheuserscalerequirements,networkgameoperatorsprofitmodelinnovationWiththecontinuousdevelopmentofChina'sonlinegameindustry,theexistingprofitmodelhasexposedmanyshortcomings,China'sonlinegameoperatorsneedtoconstantlyexplore,fromthecurrentstructureoftheindustrialchainandtrendsSeekdiversifiedprofitmodels()implantableadvertisingImplantableadvertisingisbasedonthegameitself,entertainmentnatureofthestickinessandinteractivity,combinedwithgameproductsTheculturalbackgroundanduniquenessofthecontent,aswellasthecorrespondingadvertising,props,scenes,ortasksTypeProductplacementhasthecharacteristicsofcleartargetaudienceandhighaccuracy:thenumberofgameplayersinourcountryishuge,Mainlyintheagegroup,theyarethepursuitoffashion,thecouragetotrynewthings,withgreateliminationFeecapacityAtthesametime,implantableadvertisingisnotlimitedbytimeandspace,therateofserviceishigh:asuccessfulonlinegame,Therearetensofthousandsofplayerscomingineverymoment,attractinglotsofattentionandtraffic,andimplantingTheadvertisementjumpsoutofthetraditionaladvertisement'sstraightforwarddemandpattern,andsneakintotheplayer'svisioninamorecovertandactiveway,It'seasytobreakthroughtheplayer'spsychologicallineofadvertisingIntheUnitedStates,Japanandothercountries,implantableadvertisingrevenueChinaaccountsforaboutofthetotalrevenueofthegameindustry,comparedwithlessthaninChina,whichreflectsthehugevolumeofimplantableadvertisingMarketpotential()developinggameperipheralproductsGameperipheralproductsareusuallydevelopedbygamecopyrightownersordevelopedthroughrelatedlicensingThephysicalformofthecontentoftheplayNotonlycantheproductdevelopmentgameperipheralsforgameoperatorswithoperatorsAdditionalmarketvalue,butalsoplayaroleinpromotingplayerstoparticipateinonlinegames,improvetheplayer'seconomySwitchingcosts,thesocalledcomplementeachotherByextendingtothemanufacturing,media,animationandotherrelatedindustries,Thecoreassetsofenterprisesproduceprofitmultipliereffect,andmanyprofitincreasingpointsarebornInlinewithinternationalstandards,Theoutputvalueofamaturegamemarketshouldbetimesthatofthegameitself,fromthisangleSee,China'sgamesurroundingmarketisstillinitsinfancy,butitalsoshowsthatthegamearoundtheproductmarketInahugeprofitmarginConclusionWiththecontinuousdevelopmentofInternettechnology,theonlinegameindustryhasfurtherexpandedAlthoughthenumberofbusinessoperatorsisincreasing,theoverallprofitabilityisstillweakThisarticlefromthenetworktourStartingfromthestructureanddevelopmenttrendoftheindustrychain,themainprofitmodelsoftheonlinegameoperatorsinChinaarediscussedAndinnovationanalysistoprovidereferenceforthedevelopmentofChina'sonlinegameindustryinthefuture

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论中国网络游戏运营商赢利模式的研究和创新(Research and innovation of profit model of online game operators in China)

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