基于产业组织理论SCP范式的我国网络游戏产业研究

发布时间：2018-03-13 10:47

  本文选题：网络游戏　切入点：产业组织理论　出处：《中南大学》2012年博士论文　论文类型：学位论文

【摘要】：本研究运用经济学产业组织理论中的SCP范式对我国文化产业中的网络游戏产业进行分析,主要目的有二：一是用产业组织理论判断分析我国网络游戏产业的状况(市场结构、市场行为、市场绩效等),提出优化建议；二是验证产业组织理论对文化产业特别是内容产业的适用性。主要内容有： (1)网络游戏已成为文化娱乐行业中的一个重要产业。2010年全球市场规模为155.3亿美元；2010年我国市场规模为327.4亿人民币,已远超电影、音像、期刊等老牌文化娱乐业。 在我国网游行业中,游戏运营商是市场的主体,研发企业或者是运营商的一部分,或者规模偏小,市场影响力有限。由于网络游戏产业的发展,我国诞生了世界级的网络企业,如腾讯、网易、盛大等。我国的网络游戏产品早先以进口为主,目前国产网游数量已超过进口；产品数量众多,但质量参差不齐。 (2)我国网络游戏市场已形成寡头主导,大中小共生的现代市场结构类型。2010年CR4为65.8%,CR4达82%,HHI数值达1410。从产品看,设计的模式和思路接近,导致产品差异化程度不大,同质化比较严重,不能完全满足玩家精神上的多样化需求。表面市场壁垒不明显,实质上存在较高的市场壁垒。 (3)我国的网游市场被几大寡头控制,市场结构较为稳定,但内部竞争还是比较激烈。表现在市场行为上,盛大的免费制改变了网游企业的盈利模式,为小企业制造了一个盈利障碍。在市场推广上,领先企业表现较为温和,新进企业和小企业表现激进,甚至有违规行为。为巩固已有地位,领先企业进行了一系列兼并,主要为收购研发企业,增加自己产品竞争力,消灭竞争对手；拓展渠道领域或地域,增加自己的市场影响力等。随着市场秩序的相对稳定,企业之间协调越来越多,价格趋同,产品共谋、平台共享等形式的协调合作越来越多。 (4)网游的利润率极高,自研运营商的毛利率在50%以上。但网游产业的平均利润率并不很高,因为产业内盈利企业仅占15%左右,大部分企业处于亏损或亏损边缘,它们主要是数量众多的小企业。网游与其它文化产业一样,是一个研发团队小,前期投入大,’边际成本低,运营需要规模的行业。由于我国的人口基数,我国网游运营的领先企业用户数量都很大,遥遥领先于世界其它国家的网游运营企业,是世界上最具规模的网游运营商,也因此获得巨额收益和超高利润。从产业技术进步看,我国网游产业虽风生水起,如火如荼,但技术进步不明显,特别是核心技术,几无进展。作为世界最大网游市场,这是一个极不正常的现象。因此,我国网游市场是一个绩效不佳的市场,少数大企业掠夺了产业的绝大部分利润,产业的优势资源被这些企业占有并闲置,没有产生应有的效益,产业需要调整和规制。 (5)网络游戏产业不仅自身有着可观的经济效益,还能带动许多相关行业的发展,推动IT技术在图形处理、技术安全、人工智能等方面的进步。同时,它还是一种崭新的艺术形式,一种重要的大众娱乐工具,也是一种文化传承与传播的重要媒介载体。 文化产业是特别受规制的产业之一,我国网游虽然一开始就是完全的市场化运作,但脱离不了政府的特别规制。由于法律的不健全和立法的相对滞后,我国网游的规制主要表现为行政规制,既有政府的宏观调控,也有各部门的严格管束。既有政策上的支持,也有实际操作上的卡压。总体表现为多而乱,没有长远规划,只有短期应对。 (6)为更好发展网络游戏产业,本研究认为应该从以下一些方面采取措施： 在管理层面上应该尽快建立游戏分级制度,区分不同游戏人群；严审网络游戏内容,保证游戏健康有益；加强网吧规范经营,杜绝未成年人进入网吧；全面安装防沉溺系统,进行技术上成瘾防范；加强行业自律,维护行业长远发展。 在政府规制上应该明确产业定位,调控发展规模；加快产业立法,提高规制效率；明确职责分工,加强部门协调；加大规制力度,提高产业效率。 在产业发展上应该利用税收调节控制产业利润的畸形分配机制；限制国外网游产品的进口数量,扶持本国产品的研发。 (7)本研究认为产业组织的SCP理论只是部分适用于内容产业的研究,有些地方并不完全适用于内容产业的具体情况。如内容产业的技术进步问题,内容产品短时期“赢者通吃”的垄断判断,以及内容产业生产的规模效率等。
[Abstract]:This research uses the economics theory of industrial organization SCP paradigm to analyze the network game industry of China's cultural industry, there are two main purposes: one is to analyze the status of China's online game industry with the theory of industrial organization (determine the market structure, market behavior, market performance), put forward optimization suggestions; two is to verify the industry organization theory especially for the content industry of cultural industry. The main contents are:
(1) online games have become an important industry in the entertainment industry. The global market scale is 15 billion 530 million yuan in.2010. In 2010, the scale of China's market was 32 billion 740 million yuan, far beyond that of film, audio-visual, periodicals and other old cultural entertainment industry.
In China's online game industry, game operators are the main body of the market, R & D enterprises or part of operators, or small scale, market influence is limited. Due to the development of the online game industry in China, the birth of the world's level of network companies, such as Tencent, NetEase, Sheng large network game product I. In the earlier dominated by imports, domestic online games, the number has more than imported products; a large number, but the quality is uneven.
(2) China's online game market has formed oligopoly, medium symbiosis of modern market structure type.2010 CR4 was 65.8%, CR4 was 82%, HHI value reached 1410. from the product, approaching the design pattern and thinking, resulting in less degree of product differentiation, serious homogenization, can not fully meet the diverse needs of game player the spirit of the market. The surface barrier is not obvious, there is high market barriers in essence.
(3) China's online games market by a few oligarchs control, the market structure is relatively stable, but still relatively intense internal competition. In market behavior, a free system changed the online business profit model, making a profit obstacle for small businesses. In the market, leading enterprises more modest performance new and small enterprises, even aggressive, illegal behavior. In order to consolidate the existing status of leading enterprises, carried out a series of mergers and acquisitions, the main research and development enterprise, increase their product competitiveness, eliminate competition; expand the channels of areas or regions, increase their market influence. With the order of the market is relatively stable, and coordination the more enterprises between product price convergence, collusion, coordination and cooperation more and more sharing platform and other forms.
(4) net profit rate is very high, since the inquiry operators in more than 50% of gross margin. But the average profit rate of the online gaming industry is not very high, because the industry profits accounted for only about 15%, most of the business at a loss or the loss of the edge, which is a large number of small businesses and other cultural tour. Industry, is a research and development team, "a large initial investment, low marginal cost, operation scale industry. Because of China's population, the number of online operation of China's leading enterprise users are large, tour operators in the way ahead of the other countries in the world, is the world's largest online games operator therefore, get huge gains and high profits. From industrial technology progress, China's online games industry is fast, like a raging fire, but the technical progress is not obvious, especially the core technology, almost no progress. As the world's largest online games market, This is a very unusual phenomenon. Therefore, China's online games market is a poor performance of the market, a few big enterprises plunder industry most of the profits of industrial enterprises occupy these advantageous resources are idle and not, should have the benefits of industry needs adjustment and regulation.
(5) the network game industry not only has a considerable economic benefits, but also promote the development of many related industries, promote the IT technology in graphics processing, security technology, artificial intelligence and other aspects of progress. At the same time, it is a kind of new art form, an important public entertainment tool, is also an important media the cultural inheritance and dissemination of the carrier.
The cultural industry is one of the special regulation of the industry, China's online games although the beginning is completely market-oriented operation, but not from the special regulation of the government. Because the law is not perfect and the lag of legislative regulation of China's online games mainly for administrative regulation, both the government's macro-control, there are strict rules the various departments of the existing policy support, also has the actual operation on the entrapment. The overall performance is rather complicated, no long-term planning, only short-term response.
(6) in order to develop the network game industry better, this study thinks that measures should be taken from the following aspects:
In the management level should establish game classification system as soon as possible, to distinguish between different game groups; strictly examine the content of online games, games to ensure health; strengthen the standardized management of Internet cafes, to prevent minors from entering Internet cafes; fully installed anti addiction system, technical addiction prevention; strengthen self-discipline, maintain the long-term development of the industry.
In terms of government regulation, we should clarify the industry positioning, regulate the scale of development, speed up industrial legislation, improve the efficiency of regulation, clarify the division of responsibilities, strengthen departmental coordination, increase regulation efforts, and improve industrial efficiency.
In the industrial development, we should make use of tax adjustment to control the abnormal allocation mechanism of industrial profits, limit the number of imports of foreign online games, and support the R & D of domestic products.
(7) this study suggests that the study of industrial organization theory is applicable to the SCP part of the content industry, the specific situation in some places is not fully applicable to the content industry. As the content industry technological progress, product short period "winner" monopoly judgment, and content industry production scale efficiency.

【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：G124;F49
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本文编号：1606054