网络游戏产业发展研究

【作者】 朱稻；

【导师】 高阳；

【作者基本信息】 中南大学 ， 工商管理， 2005， 硕士

【摘要】 网络游戏产业是一个依托现代信息技术,特别是电子技术、计算机硬一软件技术和网络通信技术的新兴文化产业。由于其产品不仅荟萃传统游戏的精华,还集时尚、互动、竞技、仿真等诸多娱乐要素于一身,能够更加全面地满足人们对游戏娱乐体验的追求。随着互联网的发展和社会生产效率的提高,网络游戏产业在经济和文化生活中扮演着愈来愈重要的角色。 然而,目前国内众多网络游戏公司的经营方式一味追随原盛大模式——代理韩国游戏,造成产业链中间进口产品代理运营业的畸形繁荣。本土网络文化市场被外来产品充斥,不仅不利于我国网络游戏产业核心竞争力的培育,还将威胁到民族文化的发展与弘扬。 论文从网络游戏产业的文化、社会价值研究入手,对国内网络游戏产业的管理结构和政策走向进行评述;引入游戏“沉浸”理论,分析进口产品面临的道德、文化风险及国内自主研发力量借机崛起的可能。借鉴国外网络游戏产业发展的先进理念,分析国内产业链各环节的运作方式及演化升级方向,探讨国内开发商、运营商、渠道商之间由于业务相互渗透而引发的竞争和共赢方案。此外,论文对国内网络游戏产业三元格局现状进行重点分析的同时,结合产业资源向上游聚集的趋势和新经济产业扁平化特点,提出了今后产业的二元优化模型。 最后,论文通过研究一个国内网络游戏企业在相关产品领域成功和失败的案例,对其在代理游戏中的市场运作失误和拥有自主知识产权产品的市场成功等方面,进行具体分析。指出了结合本民族优秀文化的产品创新,才是我国网络游戏产业的发展方向。更多还原

【Abstract】 The online games industry is a newly arisen culture contents industry that relies on modern information technique, especially electronics technique, hard-sofeware technique of the computer and network communication technique. Because of its product not only concentrates the favorites of traditional games, but also gathers the vogue, interact, contest and imitation etc. entertainment factors all in one . Which can meet the entertainment experiences needs of people more completely .With the increasing efficiency of social productivity and the extension of Internet ,The online games industry plays a more and more important role in economy and culture live of our society.However, numerous native companies in online games, still drive themselves into the same way of the original SHANDA mode—agent of Korean games. As a consequence, the central part of value chain has been flourished abnormally, which only imports and operates games. The domestic internet culture market having been flooded by the foreign culture products, which not only weakens the growth of the core competence that means R&D independently in Chinese online games industry. But also, threatens the expansion and promotion of native cultural directly.The paper commences from the research in culture, social value of the online games industry , evaluates the the management construction and policy trend of native online games industry. Quoting from "Flow" theories, the paper analyzes the morals and culture risk that the imports has to face, which our native self-manufacture can take advantage of. Consulting the advanced principles of foreign online games trade development, the paper analyzes the operation evolution method of each link in the native value chain , discusses the competition and multi-win project caused by business repetition, that commonly exists among native online game providers, service and platform providers and sales channels. Moreover, the paper proceeds the point to the present condition ofChinese online games industry three-role structure, combining the trend of industry resources headings up with the flat characteristics of the new economics industry, puts forward the future two-role model of the industry at the same time.Finally, through studying a concrete win-lose case of a typical native enterprise in the different realm of online games, analyzing mistakes he made in his agency line and the success in owning intelligent property rights product. Point out the creative product based on the excellent native cultural, is the right route of native online games development.更多还原