游戏开发者商业模式与营销策略研究

发布时间：2018-03-10 05:12

本文选题：苹果应用程序商店　切入点：营销策略　出处：《西南财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：自从美国苹果公司发布App Store应用程序商店以来,不过才四年多的历史。但就在这短短的几年间,应用程序商店带动移动应用程序市场,从应用程序的开发技术,到开发厂商的增长,再到用户数量的膨胀,都展现出几何倍数的爆炸式发展速度。目前,众多移动厂商纷纷向着应用程序的社交化和盈利多元化方面努力转型。除了深入挖掘用户需求和优化用户体验,在完善游戏内容之外,厂商逐渐把产品营销策略和推广工作当做游戏运营中最重要的工作。而作为应用程序中最重要类型的移动游戏,其产业的发展则引起了市场各方的高度关注：传统游戏厂商纷纷开发iOS操作系统的游戏产品,并把App Store的游戏排行榜作为重要的市场占有率指标；独立开发者从用户体验出发,致力于提供价廉物美的游戏；各国的电信运营商、货币支付服务提供商等也争先恐后地在该平台上推出自己的服务；互联网产业研究学者们也加大对移动游戏的研究,关于App Store的商业研究也越来越频繁地出现在各大主流媒体上。因此,在这个时代背景下,研究App Store平台上移动游戏开发者的商业模式和营销策略具有强烈的现实意义。论文主要从以下四个部分进行论述：第一部分论述的是论文研究的市场背景的情况。主要会从苹果应用程序软件商店的经营现状进行深入研究,分别从App Store(?)勺发展状况,产业链结构和现状,营销管理模式以及商店管理模式进行背景分析。第二部分介绍了论文的研究主体基础知识。首先,论文介绍了定义商业模式的三种方法论,分别是价值链创造论、系统论以及盈利模式论；其次,通过对商业模式的两大模块,即结构性模块和关联模块,对影响和改变移动游戏运作模式的因素进行内部分析和外部分析；最后,从移动游戏的盈利模式和推广模式这两种商业模式要素对移动游戏的运营过程进行详细的论述分析。第三部分论文从产品、定价、促销、渠道以及用户体验五个角度对支持App Store的移动游戏厂商营销策略进行分析。本文详细阐述了移动游戏特有的用户体验策略。包括以下四个方面：(1)论述“用户体验”概念和“可用性”概念的区别和联系；(2)企业如何从理念上做好用户体验；(3)做好用户体验的意义。(4)用户体验的前提,即用户数据分析和竞品分析的研究。最后一部分论文以知名移动游戏厂商Gameloft为研究案例,从理论研究结合案例实际的出发点出发,从产品、定价、渠道和促销这四个方面分析其市场营销策略的现状,并对App Store的市场环境和游戏产业的发展趋势做了预测。最后,将Gameloft的营销策略,与移动互联网的发展趋势进行对比分析,对该游戏厂商在现有市场环境下的发展提出建议。
[Abstract]:Apple has only had a history of more than four years since the launch of the App Store App Store. But in just a few short years, the App Store has driven the mobile app market from the technology of application development. To the growth of the developer, and then to the expansion of the number of users, there is an explosive growth rate of geometric multiples. At present, A number of mobile vendors have made a transition to socializing and diversifying their apps. In addition to digging deep into user needs and optimizing user experience, mobile vendors have improved their game content. Vendors increasingly see product marketing and promotion as the most important job in game operations, and as the most important types of mobile games in applications, The development of its industry has aroused great concern from all sides of the market: traditional game manufacturers have developed game products of iOS operating system and regarded App Store's game ranking as an important index of market share, and independent developers have started from the user experience. Dedicated to providing inexpensive games; telecom operators and money payment service providers from all over the world have rushed to launch their own services on the platform; Internet industry researchers have also increased their research on mobile games. The commercial research on App Store appears more and more frequently in the mainstream media. Therefore, it is of great practical significance to study the business model and marketing strategy of mobile game developers on the App Store platform under the background of this era. This paper mainly discusses the following four parts:. The first part deals with the market background of the thesis. The development status, industrial chain structure and present situation, marketing management model and store management mode are analyzed. The second part introduces the basic knowledge of the main body of the thesis. Firstly, the thesis introduces three methodologies to define the business model, namely, the value chain creation theory, the system theory and the profit model theory. Through the two modules of the business model, namely, the structural module and the association module, the factors that affect and change the mode of mobile game operation are analyzed internally and externally. Finally, The operating process of mobile game is discussed and analyzed in detail from the profit mode and promotion mode of mobile game. The third part of the paper from the product, pricing, promotion, This paper analyzes the marketing strategy of mobile game manufacturer which supports App Store from five angles of channel and user experience. This paper expounds the unique user experience strategy of mobile game in detail, including the following four aspects:: 1) discusses "user experience" "the difference and connection between the concept of" availability "and the concept of" usability "2) how to do a good job of user experience in an enterprise conceptually. (3) how to do a good job in the meaning of user experience. (4) the premise of user experience. Namely user data analysis and competition analysis research. In the last part of the thesis, the author takes Gameloft as the case study case, starting from the starting point of theoretical research and case practice, analyzing the current situation of its marketing strategy from four aspects: product, pricing, channel and promotion. The market environment of App Store and the development trend of game industry are forecasted. Finally, the marketing strategy of Gameloft and the development trend of mobile Internet are compared and analyzed, and some suggestions are put forward for the development of the game manufacturer under the existing market environment.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F49;F274

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