代理商策略之探討－以線上遊戲產業為例
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2013
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Abstract
本研究以台灣線上遊戲產業為探討對象，藉由口碑、資源基礎說、交易成本等概念，探討代理商如何透過行銷策略，提升遊戲的口碑與續約可能性，並輔以業界現況與訪談讓研究更符合產業現況。
線上遊戲具有文化工業的特色，容易被複製，研發商在考慮是否進入國外市場時會對風險以及當地法規加以考量，而熟悉當地市場的代理商便能為研發商解決此一問題，將研發商的所有權優勢發揮得更好。
每間代理商所擁有的能力與資源不完全相同，代理商之間的差異經過長期的發展，便形成代理商的競爭優勢。線上遊戲非常注重口碑，透過口碑的串連，能夠讓線上遊戲在短時間之內聚集相當的人氣，為遊戲帶來營業額。代理商若是願意將自己的競爭優勢投資在自己所代理的遊戲上，則越能夠創造正面口碑。
當代理商將遊戲作出成績後，在遊戲面臨續約時可能會受到研發商的惡意抬價，而代理商過去對於線上遊戲的投資便隨著合約結束而無法回收。因此代理商與研發商簽訂契約時往往處在較為弱勢的地位，被迫負擔較多的交易成本，若能採取保護機制並透過品牌曝光降低交易成本，便可增加遊戲代理契約的延續可能性。
The study uses word of mouth, resource base view, transaction cost to discuss how an agent uses the marketing strategy to approve the online game’s word of mouth and increase the possibility of contract renewal. The study also interviewed the agent. Online game starts for a long period, it’s an important industry in Taiwan. Online game has culture industry characteristic. It is easy to duplicate. The online game developer considers whether enter to foreign market according to local law and risks. The agent familiar with local situation can solve legal issues and decrease the risks, therefore can make the developer’s ownership advantage better. Each agent is unique. The agent has different ability and resources. Each agent do some action, and check the result. The agent improves their performance and the improvement becomes their competitive advantage. Still, word of mouth is very important to online game, make people flocks together, and bring the revenue. The agent can bring positive word of mouth by investing its competitive advantage on online game. The agent invests and operates the game. When the contract expires, the agent should negotiate with the developer. Some developer might raise the price. The investment by agent to a particular game can’t be redeployed to other products when the contact is over. Agent always at the weak position when signing contract with developer, thus agent has to afford more contract cost. Agent should try to decrease the contract cost and increase the possibility of contract renewal.
The study uses word of mouth, resource base view, transaction cost to discuss how an agent uses the marketing strategy to approve the online game’s word of mouth and increase the possibility of contract renewal. The study also interviewed the agent. Online game starts for a long period, it’s an important industry in Taiwan. Online game has culture industry characteristic. It is easy to duplicate. The online game developer considers whether enter to foreign market according to local law and risks. The agent familiar with local situation can solve legal issues and decrease the risks, therefore can make the developer’s ownership advantage better. Each agent is unique. The agent has different ability and resources. Each agent do some action, and check the result. The agent improves their performance and the improvement becomes their competitive advantage. Still, word of mouth is very important to online game, make people flocks together, and bring the revenue. The agent can bring positive word of mouth by investing its competitive advantage on online game. The agent invests and operates the game. When the contract expires, the agent should negotiate with the developer. Some developer might raise the price. The investment by agent to a particular game can’t be redeployed to other products when the contact is over. Agent always at the weak position when signing contract with developer, thus agent has to afford more contract cost. Agent should try to decrease the contract cost and increase the possibility of contract renewal.
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線上遊戲, 口碑, 資源基礎說, 交易成本理論, online game, word of mouth, resource base view, contract cost theory