本文是在中国手机游戏市场爆炸式发展的大环境下,以一个手机游戏从业者
的角度出发,通过科学的分析方法和真实的数据,对手机游戏商业模式的现状和
创新进行的研究。
首先,论文从中国移动互联网的高速增长出发。2013年,中国手机用户突破
11亿,中国手机游戏市场规模达到112.4亿元,同比增长246.9%。2013年,中
国手机网民增长5亿人,其中,手机游戏的使用率由2012年的33. 2%增长至43.1%。
全球手机游戏市场将以27.3%的年均增长率在2016年达到239亿美元的规模。这
些数字都在向世人展示着一个全新的、蓬勃发展的、有着无限潜力的行业。然而,
正是因为这个行业在中国刚刚起步,太多未知需要去探究。手机游戏商业模式的
研究具有相当的价值和意义。
其次,本研究从文献及国内外学者的角度对手机游戏、商业模式、商业模式
创新概念进行整合。利用PEST、SWOT等理论模型,以及商业模式创新要素,对手
机游戏行业发展现状及现有的四种现有的商业模式的对比进行分析:全免费模式、
下载收费模式、包月付费模式以及游戏内购模式。将现有商业模式分析的结论作
为基础,进行创新商业模式的研究。
最后,根据6W1H分析法以及Business Model Generation理论中的商业模式
创新9要素,对X公司的生产要素进行整理和整合。从宏观的政治、经济、社会
等角度和微观的数据、习惯、游戏个体等进行分析,最终演进、创新了三种手机
游戏商业模式,分别为手机游戏植入式广告商业模式、手机游戏专业领域定制商
业模和手机游戏定向流量分成商业模式。结合X公司的手机游戏的产业链分析,
构建X公司手机游戏商业模式创新的内涵、方式和方法,并最终得出促进X公司
手机游戏行业商业模式创新的对策和建议。
图34幅,表2个,参考文献23篇。
关键词:移动互联网;手机游戏;商业模式;创新
ABSTRACT
This article is under the environment of explosive mobile game market
development in China, with the perspective of a mobile phone game practitioners,
through scientific analysis method and the real data, to the present situation of the
mobile game business model research and innovation.
First of all, the paper starting from the rapid growth of China mobile Internet. In
2013,the Chinese mobile phone users reached 1.1 billion, China mobile game market
size reached 11.24 billion yuan,up 246.9% from a year earlier. In 2013, China's mobile
Internet user growth of 500 million people,among them, the use of mobile phone games,
increased to 43.1% from 33.2% in 2012. Global mobile game market to 27.3% average
annual growth rate in 2016 reached $23.9 billion. In all these figures with a new,
vigorous development of the industry,has unlimited potential. However, just because of
this industry in China has just started, so many unknown needs us to explore. Mobile
game business model research has great value and significance.
Second, this study from the Angle of literature and scholars at home and abroad
mobile phone games, business model,business model innovation concept integration.
We use PEST,SWOT theory model,and business model innovation factors, the mobile
gaming industry development present situation and the existing four types of contrast
analysis of the existing business model: all free, download fees, monthly payment mode
and in-game purchase mode. The conclusion of existing business model analysis as the
foundation, innovation business model research.
Finally, according to the 6wlh analysis method and the Business Model Generation
9 elements of Business Model innovation in the theory of production factors to sort and
integration of X company. From macroscopic aspects such as political, economic, social
and micro data, habits, such as individual game analysis, evolution and innovation in
the end three mobile game business model, respectively, implantable advertising
business model for mobile games, mobile games professional custom business model
and a mobile phone game directional flow into a business model. Combination of X
company mobile games industry chain analysis, build the company X mobile game
business model innovation connotation, manner and method, and finally it is concluded
that promote company X mobile game industry business model innovation
countermeasures and Suggestions.
KEYWORDS: The mobile Internet; Mobile games; Business model; Innovation
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