中国PC客户端网络游戏市场的垄断化研究

发布时间：2018-08-06 19:45

【摘要】：经济发展和生活水平提高促使消费者越来越注重对精神文化方面的需求,文化产业因此迅速发展起来,党的十八大正式提出把文化产业发展成为国家的支柱产业,在《“十三五”国家战略性新兴产业发展规划》中指出将数字创意产业作为重点培育的5个产值规模达10亿万元的新兴支柱产业之一,作为数字产业重要组成部分的网络游戏产业的重要性不言而喻。PC客户端网络游戏以过半的占比占据着主导地位,对整体产业的发展起着决定性的作用。从2000年以来我国网络游戏的产业化进程到现在也不过十几年的时间,在结构不完善,产业不成熟,监管配套设施欠缺,行业的自我修复能力以及培养开发新需求能力不足的整体情况下,PC网络游戏产业的市场结构却呈现出垄断化的畸形现象。垄断化趋势虽然能使得居于优势地位的PC网络游戏企业实现规模经济以及行业资源的优化配置,对PC网络游戏行业的发展起到一定的促进作用,不过我国PC网络游戏产业当前仍然处于产业成长期的阶段,市场的垄断化趋势对正常市场竞争机制的破坏有引起行业寿命缩短的威胁,无法使整体产业顺利过渡至成熟期。当前国内外对网络游戏的市场格局都有所涉猎,但大都只是提到当前的网络游戏市场存在寡头垄断的这样一个事实,并指出了寡头垄断化的一些特征,但没有具体分析网络游戏市场呈现寡头垄断的原因,以及寡头垄断给网络游戏产业所带来的具体影响,也没有给出由此产生的问题的合理的解决方案。本文利用文献研究、个案研究、SCP框架分析以及实证研究等方法对当前我国PC客户端网络游戏的市场状况进行了具体分析,通过数据分析得出当前我国PC客户端网络游戏的市场结构为偏垄断化的垄断竞争市场,其市场自身的发展,政府的鼓励和限制政策以及企业在市场中的经营行为是导致市场走向垄断的主要原因。居于垄断地位的网络游戏企业能凭借规模经济和对优势资源的占据来创造垄断利润,但这种促进作用对处于稚嫩期的产业来说是相当有限的。垄断化的市场结构不仅会破坏竞争机制,企业为了实现利润最大化会通过主导价格和相互勾结来进一步地破坏市场机制,最终导致市场失灵,这对整体行业的发展是相当不利的。由于整体产业发展的不成熟,市场机制不完善,缺乏自我修复和自我更新的能力,因此通过法律监管、政府规制和企业自律的方法把PC客户端网络游戏产业重新拉回产业成长期所正常具有的市场结构能更好地实现产业的可持续发展。
[Abstract]:Economic development and the improvement of living standards have prompted consumers to pay more and more attention to the spiritual and cultural needs. As a result, the cultural industry has developed rapidly. The 18th National Congress of the Party formally proposed to develop the cultural industry into a pillar industry of the country. In the "13th Five-Year Plan" of the National Strategic emerging Industry Development Plan, it was pointed out that the digital creative industry is one of the five emerging pillar industries with a production value of 10 million yuan. As an important part of the digital industry, the importance of the online game industry is self-evident. PC client network games occupy a dominant position with more than half, and play a decisive role in the development of the whole industry. Since 2000, the industrialization process of online games in our country has not been more than ten years. The structure is not perfect, the industry is not mature, and there is a lack of supporting facilities for supervision. The ability of self-repair and the lack of the ability to develop new demand in the industry as a whole, the market structure of PC online game industry presents a phenomenon of monopolization. Although the trend of monopoly can make PC network game enterprise realize scale economy and optimize allocation of industry resources, it can promote the development of PC network game industry. However, the PC online game industry in our country is still in the stage of industry growth at present. The monopoly trend of the market threatens to shorten the service life of the normal market competition mechanism, and it cannot make the whole industry transition smoothly to maturity. At present, the market pattern of online games has been dabbled in at home and abroad, but most of them only mention the fact that there is oligopoly in the current online game market, and point out some characteristics of oligopoly. However, there is no specific analysis of the reasons for the oligopoly in the online game market, the specific impact of oligopoly on the online game industry, and the reasonable solution to the problems arising therefrom. This paper makes use of literature research, case study, SCP framework analysis and empirical research to analyze the current market situation of PC client online games in China. Through data analysis, it is concluded that the current market structure of PC client network games in China is a monopoly competition market, and the development of the market itself. The government's policy of encouragement and restriction and the business behavior of enterprises in the market are the main reasons that lead the market to monopolize. Online game enterprises in monopoly position can create monopoly profits by means of economies of scale and the occupation of superior resources, but this kind of promotion is quite limited to the industry in its infancy. The monopolized market structure not only destroys the competitive mechanism, but also leads to the failure of the market by leading prices and colluding with each other in order to maximize profits. This is quite unfavorable to the development of the industry as a whole. Due to the immaturity of the overall industrial development, the imperfect market mechanism, and the lack of the ability to self-repair and self-renew, they are regulated by law. The methods of government regulation and enterprise self-discipline can bring the PC client network game industry back to the normal market structure of the industry growth period, which can better realize the sustainable development of the industry.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

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