隨著中國大陸線上遊戲產業的蓬勃發展及兩岸的合作契機，而台灣線上遊戲市場受限於人口因素，內需有限，已逐漸步向飽和。在台灣遊戲產業國際化及全球化的發展中，放眼國際，以中國大陸之市場成長潛力最受矚目。因此如何成功的進入中國大陸市場已是目前台灣遊戲業者最關注的問題。本研究由整體產業宏觀角度出發，探討台灣廠商進入中國大陸，除了擁有地理位置與文化背景的優勢外，更應考慮外在環境的機會與威脅，且配合自身的優勢和劣勢。此外兩岸間的貿易協定亦是不可忽略的關鍵因素。
本論文主要研究目的為:探討ECFA簽訂前後，對台灣線上遊戲業者進入中國大陸市場的影響，包括進入策略及未來趨勢。期待作為台灣線上遊戲業者未來規劃中國大陸進入策略的參考。故本研究乃針對兩岸線上遊戲產業之現況，參考各學術、產業研究機構所統計出之文獻與產業報告，經由對代表性業者之個案訪談分析後，探討在兩岸商業協定政策的改變下，為進入中國大陸遊戲市場做一統整性的分析。
本研究結果發現:台灣線上遊戲產業之中國大陸市場進入策略，其中進入模式以獨資為主;經營模式則以既有優勢為基礎，進而走向產業專業分工。ECFA是否簽訂，對已進入中國大陸市場的業者之進入策略將不受影響;對未進入中國大陸市場的業者，可降低政治風險的考量。若ECFA的簽訂能為台灣線上遊戲產業打開中國市場准入的障礙，得以視同中國內資的審核條件，將使得台灣遊戲於對岸之發展，相較於其他國外競爭者更具優勢。本研究分析台灣線上遊戲產業未來於中國大陸市場可能的發展趨勢為:台灣研發大陸營運、產品內容融合大陸文化與台灣創意、以及成為國際廠商進入大陸市場的橋樑。
關鍵

Along with the booming development of the Mainland China on-line game industry and the cooperation chance of the cross-straits, and the Taiwan on-line game market has been limited by those factors of population volume, domestic market size, and gradual saturated market. In the development of internationalization and the globalization of Taiwan on-line game industry, the market growth potential of Mainland China has been subjected to the attention most. Consequently, how successfully get into the Mainland China market is currently the most important problem for Taiwan on-line game operators. This research is set out by the whole industry macroscopic angle discussing why Taiwan on-line game companies need to consider the chance and threat of outside environment even with the advantage of geography position and cultural background. Besides, self analyzing of advantage or disadvantage is also necessary for them. Naturally, the trade agreement of cross-straits is also the key factor and not neglect able.
The major purpose of the studies is to find out what are the influence, market strategies, and future industry trend for Taiwan on-line game operators after signing the ECFA with China government. Hopefully, the result of this research could be the valuable reference of Taiwan on-line game operator while they are planning to get into Mainland China market in the future. Basically, the whole research is based on the current market conditions of the cross-straits on-line game industry and also refers those reports written by academic centers of industry research institutions. Via the interviews with some key operators, the research has also discussed or analyzed how to enter the Mainland China game market with the change of the cross-straits business policies.
Business model of Taiwan on-line game operators should base on the foundation of existing advantages, then head for the industry specialization. Whether ECFA will be signed or not should not influence the strategies of those operators already entering Mainland China market. For those operators still not entering Mainland China market, ECFA could help them to reduce the political risk. If ECFA could assist Taiwan on-line game operators to break the entrance barrier of Mainland China market and gain the privilege of viewing as domestic operators, Taiwan on-line game operators will definitely obtain the competitive advantage toward other foreign competitors. This research also analyzes the possible developing trends of Taiwan on-line game industry in Mainland China market in the future. The most possible outcomes could be：
1. Taiwan could be the research center and Mainland China could be the business target market.
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2. The contents of product should merge Chinese cultures with Taiwan leading creativities.
3. Taiwan could play a role to assist those international on-line game operators to enter Mainland China market.

中文部分
一、書籍
1. 中國台商，第28期，2005年。
2. 經濟部工業局，2009年台灣數位產業年鑑，2009年。
3. 電電時代，2月號，2009年。
4. 數位時代，第183期，2009年。
二、論文
1. 林學宏（2002），影響台商在中國市場進入模式之因素─交易成本和資源基礎觀點，大葉大學國際企業管理研究所。
2. 徐國峰（2002），台灣電腦遊戲廠商進入中國大陸之策略研究，台灣大學國際企業學研究所。
3. 張功明（2008），線上遊戲娛樂帄台於中國大陸地區之經營策略，元智大學資訊傳播學研究所。
4. 陳鈺林（2007），台灣遊戲機相關廠商進入中國大陸市場策略因素之研究，交通大學管理學院高階主管管理碩士學程
三、網路資料
1. ECFA兩岸經濟合作架構協議，http://www.ecfa.org.tw/。
2. 大孙資訊官網，http://www.softstar.com.tw/。
3. 中國互聯網絡訊息中心，http://www.cnnic.net.cn/。
4. 中國文化市場網，http://www.ccm.gov.cn/。
5. 中華人民共和國文化部，http://www.ccnt.gov.cn/。
6. 巴哈姆特電玩資訊站，http://gnn.gamer.com.tw/。
7. 巴哈姆特電玩資訊站，http://www.gamer.com.tw/index2.php。
8. 華義國際官網，http://www.wayi.net/。
9. 遊戲橘子官網，http://tw.gamania.com/。
10. 樂陞科技官網，http://www.xpec.com.tw/。
四、產業報告
1. MIC資策會科技法律中心（2009），中國大陸遊戲相關法令與審批流程，MIC。
2. 中國文化部（2010），2009年中國線上遊戲市場白皮書，中國文化部。
3. 永豐金證券研調處（2009），線上遊戲產業評析，永豐金證券。
4. 李震華、翁偉修（2009），中國大陸網路遊戲產業發展現況與趨勢，MIC。
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5. 易觀數據中心（2010），2009年中國線上遊戲市場用戶調查報告，易觀國際。
6. 謝子樵（2009），2008年線上玩家娛樂行為調查，MIC。
7. 謝子樵（2009），線上遊戲市場發展概況，MIC。
8. 謝子樵（2010），2009年台灣線上遊戲玩家行為分析，MIC。
9. 顏家偉（2008），2007線上遊戲市場追蹤年報，MIC。
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