如何透過數位行銷加速台灣市場數位遊戲訂閱制服務的成長－以Xbox Game Pass為例

Abstract

本研究以微軟的Xbox Game Pass為主要的研究對象，探討如何透過數位行銷的方式加速遊戲訂閱制的發展，現今社會隨著網際網路的發展，數位化已經是一個相當重要的趨勢，也因為科技以及數位的發展衍生出了訂閱制的服務，從雲端服務、軟體以及數位影音都有了成功的案例，因此，有越來越多的企業主開始發展訂閱服務，微軟的Xbox Game Pass 便是其中之一。本研究依照文獻以及相關資料歸納出七種主要的數位行銷的方式，分別為關鍵字行銷、社群媒體行銷、付費廣告行銷、EDM行銷、口碑及聯盟行銷、品牌共同行銷以及內容行銷，以此七個主要的數位行銷方式建立層級分析。本研究的研究目的為：探討台灣數位行銷的方式以及重點平台有哪些；探討何種數位行銷方式能提升消費者對於遊戲訂閱服務(Xbox Game Pass)的訂閱意圖；探討內容行銷是否能有效提升消費者對於遊戲訂閱服務(Xbox Game Pass)的訂閱意圖，提供未來台灣市場持續提升遊戲訂閱服務發展的參考。本研究主要以台灣遊戲市場相關的人員以及資深玩家作為研究對象，並針對這些對象使用專家問卷的方式進行研究調查，最後透過層級分析法(Analytic Hierarchy Process ,AHP)來分析整體數據，找出各種數位行銷方式的優先順序。本研究的結果發現，各種數位行銷的方式權重排名以內容行銷為最高，其次是口碑行銷接著依序排序是社群行銷、品牌行銷、付費行銷、關鍵字行銷以及EDM行銷，透過內容行銷的方式最能吸引玩家願意嘗試遊戲數位訂閱服務。

The study focuses on through digital marketing how to accelerate the development the game subscription of Xbox Game Pass of Microsoft. Nowadays, with the development of the Internet, digitalization has become a very important trend. The development of technology has spawned subscription services, many successful cases from cloud services, software, and online video. Therefore, more and more companies have begun to develop subscription services, such as Microsoft’s Xbox Game Pass is one of them.This study summarizes seven major digital marketing methods based on literature review and related materials, keyword marketing, social media marketing, paid advertising marketing, EDM marketing, word-of-mouth and affiliate marketing, brand co-marketing, and content marketing. Base on these seven major digital marketing methods establish Analytic Hierarchy Process. The purpose of this study is to explore the ways of digital marketing in Taiwan and what are the key platforms, to explore which digital marketing methods can enhance consumers’ intention of game subscription service of Xbox Game Pass, to explore whether content marketing can effectively increase consumers’ intention of game subscription service of Xbox Game Pass. Provide a reference for Taiwan market to continue to enhance the development of game subscription services in the future.This study mainly focuses on game market-related person in Taiwan and senior players as the research objects, and uses expert questionnaires to conduct research and investigations. The overall data is analyzed through the analysis of the hierarchy (Analytic Hierarchy Process, AHP) to find out the priority of digital marketing methods.Base on the result we found, content marketing is the highest one, followed by word-of-mouth marketing, social marketing, brand marketing, paid marketing, keyword marketing, and EDM marketing. The most attractive way to let game player want to try game subscription service is using the way of content marketing.