游戏软件企业的品牌构筑与活用—能否解决开发生产性的难题

发布时间：2018-05-02 11:59

本文选题：品牌构筑 + 品牌识别　；参考：《北京外国语大学》2017年硕士论文

【摘要】：本论文的研究主题是"游戏软件企业的品牌构筑与活用能否解决开发生产性的困境"。"开发生产性的困境"主要指游戏软件企业在决定开发一款游戏时,可以选取两种战略:是耗费大量时间和资源去开发一款新作品,以产品的新奇性去吸引玩家;还是使用一些在过去的开发活动中积攒下来的资源,采取相对较少的时间去开发一款系列性作品,但可能缺乏一些新奇感。而这两种战略难以两全的情况,即是所谓的"开发生产性的困境"。本文通过对日本游戏软件企业的考察,也会对同样采用系列化战略的信息产业带来一定的实践意义。"开发生产性的困境"是筑波大学的生稻史彦通过对1983年至1992年日本家用机游戏产业的观察研究,再结合哈佛大学的Abernathy以及MIT的Utterback对创新的研究理论(L-A模型)而得出的。生稻把游戏的系列源头作品看成是游戏软件的主导设计指出在游戏产业中当出现了主导设计时,企业便不再专注于产品创新或更新产品体系,而是将资源用于提升开发效率上,结果是开发效率不断得到提高而产品创新往往受到忽略。生稻将U-A模型得到的理论"生产性的困境"结合到游戏软件产业中,从而得出了 "开发生产性的困境"这一概念。然而生稻的研究止步于提出问题的阶段,并没有很好的提出问题的解决方法或者相关建议,故本研究的重点将在解决这一难题上。本文采用事例研究的方法,对光荣特库摩软件有限公司(简称"光荣")的游戏系列"无双"的事例进行分析。选择该公司的原因是光荣在无双系列的开发过程中并没有陷入"开发生产性的困境"中,在产品系列化的过程中也能不断保持游戏的新奇性,在系列化的进程中不断刷新产品概念,使得产品广受欢迎。所以本文选取了该事例。论文首先明确了两个问题,即在分析一款游戏作品时应该注意那些要素。另外的问题是光荣是如何展开"无双"系列作品的。本文在明确了作品的玩法、核心概念、背景、故事、人设、音乐和特色的同时,对光荣"无双"系列的发展做了简单的概括。在起初的品牌构筑阶段,凭借着优秀的创意和优良的设计,"无双系列"的第一款作品《真.三国无双》取得了成功。此后,光荣并不单纯的发展这一个游戏系列,而是不断的深化其核心概念,并通过新产品将能让玩家体验到爽快感、宣泄感的"无双"概念提取出来,使其发展为一个独立的游戏品牌。其后,光荣一直活用已经构筑起来的尤其品牌,并不断的吸收其他公司、其他产业的优秀IP,与自己公司的"无双"品牌相结合,不停的开发出新的产品。这样一来,不仅使得自己公司的品牌应用范围得以扩大,也得到了被吸收的品牌原有消费者的支持。光荣又不断发挥其作品的核心价值,并针对各个游戏平台不同的特点开发出了超越不同游戏类型的"无双"类作品,最终构筑起一个强大的游戏品牌。因为得益于长期以来对品牌的构筑与强化以及灵活的使用,使得手中握有的品牌愈发强劲,因此光荣才能够随时迅速的转换开发战略,甚至得以走出"开发生产性的困境",走出一条属于自己的道路。对于论文开头起初的问题,光荣的事例也给出了答案。游戏公司的产品如果能够拥有以优秀的游戏质量为基础的明确的核心概念、特有的游戏风格、广泛的游戏发展方向和成功的宣传,那么便有可能走出"开发生产性的困境"。通过本篇研究,不仅仅是想介绍、探究光荣是如何通过品牌构筑等战略来解决"开发生产性的困境"并且找到独自开发战略的事例,更重要的是想传达出出在游戏开发过程中品牌构筑是十分重要的这一点。虽然构筑品牌并不是一件简单的事情,但是在信息产业内品牌这一概念的重要性不断增加的现在,构筑公司品牌,以品牌为出发点向各个领域进发,是不是也会成为未来信息产业的一个趋势?这是笔者所思考的,希望不仅为日本,更能为国内相关产业从业者带来启示,引起重视。
[Abstract]:The theme of this paper is "the plight of the brand building and the active use of the game software enterprise". "The development of productive dilemma" mainly refers to the selection of two strategies when the game software enterprise decides to develop a game: it takes a lot of time and resources to develop a new work, and is able to absorb the novelty of the product. To attract players, or to use some of the resources accumulated in the past development activities, to take relatively less time to develop a series of works, but there may be a lack of novelty. And the two strategies are difficult to double, that is, the so-called "developing and productive stranded". This article through the inspection of Japanese game software enterprises, It will also bring some practical significance to the information industry that also uses the serialization strategy. "Development of productive predicament" is the observation and Research on the Japanese home machine game industry of University of Tsukuba from 1983 to 1992, and the innovative research theory (L-A model) combined with the Abernathy of Harvard University and the Utterback of the Harvard University. When the leading design of the game software is regarded as the leading design of game software, the enterprise will not focus on the innovation of the product or update the product system in the game industry, but use the resources to improve the efficiency of the development. The result is that the efficiency of the development is constantly improved and the product innovation is often received. It is ignored that the theoretical "productive dilemma" obtained by the U-A model is integrated into the game software industry, and the concept of "development and production predicament" is obtained. However, the research of the raw rice stops at the stage of putting forward the problem, and there is no good solution to the problem or the relevant suggestions, so the focus of this study will be solved. The reason for choosing the company is that it has not fallen into the "plight of production and production" in the development process of the unparalleled series, and can also be kept in the process of product serialization. In order to keep the novelty of the game and constantly refresh the concept of product in a series of processes, the product is popular. So this article is selected in this article. First, two questions are made clear, that is, to pay attention to those elements in the analysis of a game. The other question is how the glory is to unfold the "unparalleled" series of works. At the same time, it makes a simple summary of the development of the glorious "unparalleled" series. At the beginning of the brand construction stage, with excellent creativity and excellent design, the first work of "no double series" has been successful. Pure development of this game series, but the continuous deepening of its core concept, and through the new product will be able to let players experience the feeling of pleasure, the "unparalleled" concept of the sense of extraction, to develop into an independent game brand. The excellent IP of his industry, combined with the "unparalleled" brand of his own company, has developed new products. In this way, it not only expands the scope of the brand application of the company, but also gets the support of the original consumer of the absorbed brand. It has developed a "unparalleled" type of work that transcends different types of games, and eventually builds a powerful game brand. Thanks to the long-term construction and strengthening of the brand and the flexible use of the brand, the brand in hand has become stronger, so the glory can quickly transform the development strategy and even get out of the "development strategy". To develop a productive dilemma, "go out of a path that belongs to yourself." at the beginning of the paper, a glorious example is also given. The product of a game company can have a clear core concept based on the quality of the game, the unique style of the game, the broad direction of the game and the success of the campaign. It is possible to get out of the "plight of development and production". Through this study, it is not just to introduce, explore how glory is through brand building and other strategies to solve the "plight of productive development" and to find an example of the development strategy alone, and more importantly, to convey the importance of the brand building in the process of game development. Although building a brand is not a simple thing, but the importance of the concept of brand in the information industry is increasing now, building a company brand, taking the brand as the starting point to the various fields, is it also a trend in the future information industry? This is the author's thought, hope not only for Japan, but also for Japan For domestic related industry practitioners to bring inspiration, attention.

【学位授予单位】：北京外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F49

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