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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/65633


    Title: 運用SCP模型分析台灣線上遊戲產業;A study on online game industry in Taiwan
    Authors: 朱國豪;Chu,Kuo-hao
    Contributors: 資訊管理學系在職專班
    Keywords: 線上遊戲;結構行為績效模型;online game;SCP Model
    Date: 2014-07-08
    Issue Date: 2014-10-15 17:06:52 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 台灣線上遊戲產業從1999年遊戲橘子代理韓國線上遊戲「天堂」算起,已經風行超過十餘年。在這十餘年來台灣連網普及率不斷地成長,遊戲產業競爭也越來越白熱化,隨著新的技術、新的平台載具甚至跨國競爭等新的挑戰不斷出現,近年來各企業營收成長已趨近平緩;而消費者最常進行之電腦遊戲更在近三年產生新變化進而影響了市場生態。

    本研究採用產業經濟學理論SCP(Structure-Conduct-Performance)模型分析線上遊戲產業面對外部環境衝擊的狀況,並選擇台灣遊戲產業較具規模的企業為進一步研究觀察對象;在產業結構(Structure)方面以市場規模、市場分額與集中度、進入門檻、產品差異為研究項目,企業行為(Conduct)則以銷售模式、金流服務、研發與代理、水平整合、垂直整合為研究項目,並以經營績效(Performance)來分析近幾年來的產業變化。
    ;Game industry is facing more and more intense competition, while new technology, platforms and even transnational competition, bring challenges for all companies in online game industry. In years, consumers of most common computer games have changed their preference and the industry ecology is changing dramatically.

    This study adopts SCP (Structure-Conduct-Performance) model to investigate online game industry under external environmental impact. Few relatively large enterprises are included for further analysis. Industrial structure (Structure) consists of market scope, market share and concentration, access gateway, product differentiation for research projects. Corporate behavior (Conduct) consists of sales modes, payment services, research and development to sales and agency, horizontal integration and vertical integration. Business performance (Performance) consists of the analysis of industrial change in recent years.
    Appears in Collections:[資訊管理學系碩士在職專班 ] 博碩士論文

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