網頁遊戲近年來發展蓬勃，隨著市場環境持續成長，廠商也不斷快速推出產品搶占市場，進而導致產品推陳速度快，行銷效能不彰的狀況，本研究以網頁遊戲為主要議題，探討不同的廣告素材所能產生之效益，並探究不同的廣告素材讓遊戲玩家產生那些行為與顧客貢獻，並期望從中找出關鍵營運模式與廣告投入之方向，做為提升企業永續經營之關鍵。
以探索性的研究方式，透過取得實際數據來驗證所需探討的問題，不同的廣告類型對於網頁遊戲的成效是否有明顯的影響與差異，並瞭解玩家普遍的廣告偏好。透過網路媒體行銷素材進行分類，將原本網頁遊戲行銷導入流程所與營運流程進行結合，並透過數據統計分析方法來驗證各種不同類型之行銷素材導入之使用者可能造成顧客價值之差異分析。將做為網頁遊戲產業在制定行銷策略時之參考。
因此，本研究比較兩款網頁遊戲於Google投放之網頁廣告並加以分類，廣告類型主要區分為遊戲型、獎勵型與訊息型三種廣告類型，並依照廣告所導入之用戶撈取其相關數據進行分析，針對分析的結果加以研究與探討。並探討不同廣告素材之效益性，並作管理意涵與行銷策略之建議。針對分析後建議後續需特別思考如何降低成本的問題。並期望能達到成本極小化、利潤極大化的目標。

Web games market is booming in recent years. As the market environment continues to grow, game companies are constantly quickly launch products to seize the market, leading to faster product to provide, marketing budget poor performance ,Therefore, our research is based on web games. In our study, try to explore the effectiveness of different advertising material and to know the customer behavior and contribution.We hope to find the key factor to , and improve the business development.
This research used an exploratory way to study the success factor between on-line ads and wed games. We want to know if three different types of on-line ads are significantly influence the success of two kinds of web games. To understand the gamers’ advertising preferences. Through statistical analysis methods to verify different types of on-line ads material may cause differences in customer value analysis.
This study compared two web games running on Google advertising .On-line ads mainly divided into three kinds of form, such as Game type, Reward type and Information type. Using the data analysis and statistics prove the research. Finally, according to our results, try to study and discuss the possible meaning and to explore the benefits of different On-line ads. We hope our research finding can improve management and marketing strategies. Based on our research, other researchers need more thinking how to cost minimization and profit maximization in the future study.

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