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    Title: 線上遊戲之虛擬社群經營模式探討
    A Case Study on the Virtual Community of On-line Game Company.
    Authors: 黃堯健
    Huang, Issac
    Contributors: 邱奕嘉
    Chiu, Yi Chia
    黃堯健
    Huang, Issac
    Keywords: 線上遊戲
    虛擬社群
    電子競技
    英雄聯盟
    競舞娛樂
    經營模式
    online-game industry
    virtual community
    e-sport
    League of Lengends
    Garena
    business model
    Date: 2013
    Issue Date: 2014-08-25 15:32:28 (UTC+8)
    Abstract:   拜科技發達所賜,台灣線上遊戲產業發展繁榮,遊戲人口眾多,風氣極盛。自2000年線上遊戲崛起至今,線上遊戲的發展已十多年,這段期間經歷了各種創新與變革,台灣遊戲公司也因應趨勢不斷成長茁壯。2008年在金融海嘯的衝擊下,全球經濟一陣動盪,然而遊戲產業反而逆勢成長,「宅經濟」首次獲得大眾的關注。
      台灣的遊戲公司以代理為主要營運模式,隨著代理商爭相成立,市場競爭進入白熱化,許多業者漸感吃不消,台灣遊戲產業長期以代理、代工的方式為主流,導致遊戲研發風氣沒落,遊戲產業發展陷入一陣困頓,業者無不絞盡腦汁尋求突圍之道。觀察現下產業現象,外資對台灣市場虎視眈眈,遊戲公司受外資控制的消息時有耳聞,只是尚未浮上檯面,前途堪憂。
      英雄聯盟目前在台灣是最熱門的遊戲,同時在全球也享有盛譽,其高水準的遊戲內容和獨特的營運模式,為遊戲產業帶來一片清新的氣象。若從現象面來看,其實可以發現若干成功要素,但更值得探討的是,支持這些成功要素背後的經營理念。本研究發覺其對玩家社群的經營,即可能是成功的關鍵。
      虛擬社群的研究已有時日,發展相當成熟,現代人在網路上停駐的時間越來越長,社群現象也相當豐富,虛擬社群的價值格外受到重視。本研究以參與觀察法為主軸,根據自身參與其中的種種觀察,找出關鍵之處,輔以文獻分析、次級資料的蒐集,對個案公司進行探討。首先整理虛擬社群發展階段與經營重心,再套入個案公司之經營,發現玩家社群與一般虛擬社群經營上之差異,也歸納個案公司對玩家社群的經營模式,進而指出個案公司的成功關鍵之一,在於善用玩家社群,提升經營效能。
      個案公司利用經營社群的理念,成功營運英雄聯盟遊戲,尤其成立了「電競社群」,具有吸引玩家、留住玩家、在外部社群平台掌握主導權等效果,甚至發展創新商業模式,成功的破除了遊戲代理商常遭遇的困境。本研究期能藉此探討,整理玩家社群的經營模式,給予台灣遊戲代理商經營上之參考。
      Due to rapid advances in technology, the online-game industry in Taiwan has bloomed since the year 2000. During these few years, various innovations and developments by the game companies in Taiwan has encouraged the growth, also allowing the industry to flourish even during the financial crisis of 2008 and once again become the focus of “Stay at Home Economic”.
      Most of game companies in Taiwan are game agents, play the role between oversea game developers and Taiwan market. Competition between online-game companies become more and more intense as game agents quickly set up. Nowadays, it’s no more easy to earn profits, even worse, after out of practice of game developing for such a long time, they face challenge to turn into game developer. Online-game industry in Taiwan is in great peril.
      Currently, League of Legends (LOL) reigns as one of the most popular game globally and in Taiwan. The game’s high-quality content and unique business model, breathes a breath of fresh air into the online-game industry of Taiwan. There are many factors that contribute to the success of League of Legends, however, what seems to be more important is the business models utilized to support these factors. As shown in this study, the engagement of gamer online community might be the most important factor in its success.
      Nowadays, people spend more and more time online, and with the various online communities available, these online communities are having an increased value in modern society. This study use participant observation as main research method, to collect information about company activities, gamer focuses, and gamer opinions, also supported by documentary analysis before discussing them. Connection between the player base and the company, allows us to recognize the importance of the engagement of virtual community in online-game, and also figure out that one of the most important factors affecting the success is making use of them.
      The concept of utilizing a virtual community in online-game has been successfully applied in League of Legends. Especial the development of “e-sport community”, not only attracts gamers, and maintains its gamer base by continually involving them in the game. It also grants the control of its gamer base, allowing new business models, also break the limit in the game environment in Taiwan. This study therefore concludes that the utilization of a gamer online community is an efficient and practical method that should be considered by the game companies in Taiwan.
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    網路資料
    1. 英雄聯盟台灣官方網站 http://lol.garena.tw/index/index.php
    2. Garena台灣官方網站 http://www.garena.tw/index/index.php
    3. Riot Games官方網站http://www.riotgames.com/
    4. 巴哈姆特電玩資訊站http://www.gamer.com.tw/
    5. 批踢踢實業坊http://www.gamer.com.tw/
    6. 英雄聯盟官方論壇http://forum.lol.garena.tw/
    7. 美國英雄聯盟官方論壇http://forums.na.leagueoflegends.com/board/
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    9. 批踢踢維基百科http://zh.wikipedia.org/wiki/批踢踢
    10. Garena維基百科http://zh.wikipedia.org/wiki/Garena
    11. Riot Games維基百科http://zh.wikipedia.org/wiki/Garena
    12. Garena百度百科 http://baike.baidu.com/view/1550549.htm
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    14. LOL開發商向韓國政府示好 捐贈5億韓元(2012-06)
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    25. GOA and Riot Rescind IP Restriction Decision(2009-10)
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    101359018
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101359018
    Data Type: thesis
    Appears in Collections:[科技管理與智慧財產研究所] 學位論文

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