基于用户生命周期价值的S公司X网游运营优化

发布时间：2018-03-24 17:35

本文选题：用户生命周期价值　切入点：运营优化　出处：《东华大学》2017年硕士论文

【摘要】：国内网络游戏产业经过十几年的高速发展后,网络游戏产品市场的竞争日益激烈,这促使网络游戏研发商和运营商更加关注游戏产品的品质,并通过不断优化产品的运营管理,提高产品的竞争力。本文介绍了S公司的X网络游戏项目在腾讯游戏平台上的运营情况和运营日志系统,并从日志系统所采集日志数据出发,经过数据清洗和数据重构后进行统计和分析,发现X项目在用户留存率(User Retention Rate,URR)、平均每用户收益(Average Revenue Per User,ARPU)、平均在线人数(Average Concurrent Users,ACU)以及项目生命周期价值(Life Time Value,LTV)等几个核心运营指标方面存在的严重问题。同时,经过针对平均每付费用户收益(Average Revenue Per Pay User,ARPPU)的数据分析,发现X项目存在每付费用户投入成本过高的问题,这既有悖于社会公德,也不利于延长X项目的生命周期,同时也有违S公司所倡导的“健康,娱乐,共赢”的企业理念。S公司认为,作为一个为用户提供娱乐的公司,应以实际行动表现出企业所应有的社会责任感。针对上述问题,结合目前网络游戏用户的行为特点和网络游戏的虚拟特性,本文提出从用户生命周期价值的视角优化现有S公司运营管理。只有解决核心的用户数量保持问题,才能解决X项目所存在的以上严重问题。为此,基于用户生命周期价值理论,企业不仅仅要关注付费用户这一经济价值主要贡献群体,还应该同等关注占比超过90%、贡献出大量时间价值的免费用户。继而,本文建立了网络游戏用户生命周期价值模型,这为基于同一标准来评价免费用户和付费用户为该项目所贡献的生命周期价值提供了技术手段。并基于历史运营数据,通过回归分析得到了模型相关参数。通过每日循环计算每个用户的生命周期价值,对用户群体进行细分,并分析具有不同生命周期价值的用户群体的客观需求和他们所关注的焦点内容,本文提出了有针对性的具体运营优化措施。本文最后以实施优化措施后1个月的实际运营数据,验证了基于用户生命周期价值的运营优化方案的有效性。
[Abstract]:After more than ten years of rapid development of the domestic online game industry, the competition in the online game product market is increasingly fierce, which urges the online game developers and operators to pay more attention to the quality of the game product and to optimize the operation and management of the product. This paper introduces the operating situation of X online game project of S Company on Tencent game platform and the operation log system, and starts from the log data collected by the log system. After data cleaning and data reconstruction, statistics and analysis, Found serious problems with several core operating indicators, such as user Retention rate, average Revenue Per user / ARPUU, average Concurrent users / CUU, and life Time value / LTV, etc., for the X project. At the same time, Based on the data analysis of average Revenue Per Pay user ARPPUs, it is found that X project has the problem of high input cost per paid user, which is not only contrary to social morality, but also detrimental to prolonging the life cycle of X project. At the same time, it is also contrary to the corporate philosophy of "health, entertainment, win-win" advocated by S Company. S Company believes that as a company providing entertainment to users, it should show the social responsibility that enterprises should have with practical actions. Combined with the behavior characteristics of online game users and the virtual characteristics of online games, this paper proposes to optimize the operation management of existing S company from the perspective of user life cycle value, only to solve the problem of maintaining the core number of users. Therefore, based on the theory of user life cycle value, enterprises should not only pay attention to the paying user as the main contribution group of economic value. We should also pay equal attention to the free users who contribute a lot of time value and share more than 90 percent. Then, this paper establishes the life cycle value model of online game users. This provides a technical means to evaluate the life-cycle value of free and paid users for the project based on the same criteria. And based on historical operating data, The model parameters are obtained by regression analysis. The life cycle value of each user is calculated by daily cycle, and the user group is subdivided. After analyzing the objective needs of user groups with different life cycle values and the focus of their attention, this paper puts forward some specific measures of operation optimization. Finally, the actual operation data of one month after the implementation of the optimization measures are used in this paper. The validity of the operation optimization scheme based on user lifecycle value is verified.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F272.3

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