台灣線上遊戲公司在中國大陸行銷之關鍵成功因素研究

Abstract

台灣線上遊戲市場從2005年開始逐漸進入玩家飽合的階段，各家廠商紛紛開始把觸角延伸到國外，其中中國大陸市場最被看好。但中國大陸的線上遊戲競爭者多，儘管商機龐大，也潛伏著各種經營風險，尋找到台灣線上遊戲公司在中國大陸行銷之關鍵成功因素，將有助台灣線上遊戲在中國大陸之發展，因此本研究提出以下研究問題: (1)中國大陸線上遊戲市場之產業現況為何? (2)台灣線上遊戲公司在中國大陸之行銷策略為何? (3)台灣線上遊戲公司在中國大陸行銷之SWOT分析為何? (4) 個案業者間之共同關鍵成功因素為何? 本研究綜合Aaker及國內外學者之相關文獻，研擬探討關鍵成功因素之內 外部共九個面向。藉由次級資料分析法，討論台灣線上遊戲公司在中國大陸之外部環境項目，再藉由深度訪談法，討論關鍵成功因素的內部項目。最後，將深度訪談及次級資料進行彙整與分析後，針對本研究之主要問題做一探討。 本研究發現，台灣線上遊戲公司在中國大陸行銷，在產品策略上，除現階段較多之中國武俠風格之RPG遊戲之外，應加強西方奇幻風格及休閒類型遊戲。而近年來的免費線上遊戲趨勢，勢必須將相關費用轉嫁到其他項目上，其中則以功能類型虛擬寶物最為重要。在通路策略上，網吧與網站，是在中國大陸行銷時所不能忽略的通路點。在推廣策略上，遊戲社群與直效行銷推廣手法較被看好。最後在人培養與留用上，利用中國大陸的人力，培育出台灣線上遊戲公司自製遊戲的產品及培養了解中國大陸當地市場之專業人才，都將有助於台灣線上遊戲公司在中國大陸成功行銷。The prevalence of on-line games brings in profits through different ways of operation for the companies. The market of on-line games in Taiwan, however, has been gradually developing into gamer-saturation since 2005, and to create a greater prospect, companies start extending their manipulation abroad, where China is expected to be the best market to expand. The competition of on-line games in Mainland China is intense between companies from different countries, and there lie in all kinds of operation risks despite the huge market. The study’s investigation and focuses are as follows: (1) to examine the current situation in on-line game industry in Mainland China; (2) to elucidate the marketing strategies in Mainland China adopted by Taiwan’s on-line game companies; (3) to assess the SWOT Analysis used by Taiwan’s on-line game companies for the purpose of marketing in Mainland China; (4) to identify the key elements that successful companies have in common. The study examines researches by Aaker and other native or alien scholars to induce the nine, internal or external, key success factors. Through the use of secondary research, next, the discussion on external environments in Mainland China is made. Then, we look into the internal key success factors via in-depth interview. Last, with the combination of data acquired through secondary research as well as in-depth interview, we confer on the main focuses of this study. The study discovers that, to market products in Mainland China, the “product” strategy, besides most of the RPG games dealing with martial arts presently, the western science-fiction, fantasy and recreation games should be further developed. Also, it will definitely make sense, due to the trend of on-line games for free, if the companies decide to take expense-shift as solutions, the use of functional Virtual Treasure being the most significant one. For the “place” strategy, companies should never neglect the internet bars and cybercafés as key distribution choices for marketing in Mainland China. Game community and direct marketing are more counted on for the “promotion” strategy. Last, for the development and maintenance of employees, it helps for Taiwan’s on-line game companies to successfully market in Mainland China, when its domestic manpower can be trained to be professionals that are capable of giving birth to original games for these Taiwan companies, and also know its nationwide market well enough.