X公司手机游戏商业模式创新研究

发布时间：2018-01-06 02:25

本文关键词：X公司手机游戏商业模式创新研究　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文是在中国手机游戏市场爆炸式发展的大环境下,以一个手机游戏从业者的角度出发,通过科学的分析方法和真实的数据,对手机游戏商业模式的现状和创新进行的研究。首先,论文从中国移动互联网的高速增长出发。2013年,中国手机用户突破11亿,中国手机游戏市场规模达到112.4亿元,同比增长246.9%。2013年,中国手机网民增长5亿人,其中,手机游戏的使用率由2012年的33.2%增长至43.1%。全球手机游戏市场将以27.3%的年均增长率在2016年达到239亿美元的规模。这些数字都在向世人展示着一个全新的、蓬勃发展的、有着无限潜力的行业。然而,正是因为这个行业在中国刚刚起步,太多未知需要去探究。手机游戏商业模式的研究具有相当的价值和意义。其次,本研究从文献及国内外学者的角度对手机游戏、商业模式、商业模式创新概念进行整合。利用PEST、SWOT等理论模型,以及商业模式创新要素,对手机游戏行业发展现状及现有的四种现有的商业模式的对比进行分析：全免费模式、下载收费模式、包月付费模式以及游戏内购模式。将现有商业模式分析的结论作为基础,进行创新商业模式的研究。最后,根据6W1H分析法以及Business Model Generation理论中的商业模式创新9要素,对X公司的生产要素进行整理和整合。从宏观的政治、经济、社会等角度和微观的数据、习惯、游戏个体等进行分析,最终演进、创新了三种手机游戏商业模式,分别为手机游戏植入式广告商业模式、手机游戏专业领域定制商业模和手机游戏定向流量分成商业模式。结合X公司的手机游戏的产业链分析,构建X公司手机游戏商业模式创新的内涵、方式和方法,并最终得出促进X公司手机游戏行业商业模式创新的对策和建议。
[Abstract]:This article is in the Chinese mobile phone game market explosive development environment, with a mobile phone game practitioner's angle, through the scientific analysis method and the real data. Research on the current situation and innovation of mobile game business model. First of all, the paper starts from the rapid growth of China Mobile Internet. In 2013, the number of mobile phone users in China exceeded 1.1 billion, and the scale of Chinese mobile game market reached 11.24 billion yuan. In 2013, the number of mobile phone users in China increased by 500 million people, including a rise of 246.9 percent over the same period last year. Mobile gaming usage rose to 43.1 percent from 33.2% in 2012. The global mobile gaming market is expected to grow at an average annual rate of $23.9 billion in 2016, with an average growth rate of $27.3%. The numbers are showing the world a whole new one. A booming industry with unlimited potential. However, it is precisely because the industry is just beginning in China that too much unknown needs to be explored. The study of the business model of mobile games has considerable value and significance. Secondly, this study integrates the concepts of mobile phone game, business model and business model innovation from the point of view of literature and scholars at home and abroad. And business model innovation elements, the mobile phone game industry development status and the existing four existing business models are compared: all free mode, download fee model. Based on the conclusion of the analysis of the existing business model, the research of innovative business model is carried out. Finally, according to 6W1H analysis and Business Model Generation theory of business model innovation 9 elements. From the macro political, economic, social and microcosmic data, habits, game individuals and so on, the final evolution. Innovation of three mobile phone game business models, respectively for mobile phone games embedded advertising business model. According to the analysis of the industry chain of X company mobile phone game, the innovation connotation of X company mobile phone game business model is constructed. Ways and methods, and finally get the X company mobile phone game industry business model innovation countermeasures and suggestions.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F49

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