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研究生: 陳俐方
Li-fang Chen
論文名稱: 中國線上遊戲產業的趕超與創新分析
On the Catch Up and Innovation of Chinese Online Game Industry
指導教授: 曾盛恕
Seng-Su Tsang
口試委員: 陳崇文
Chen, Chung-Wen
賴子珍
Lay, Tzyy-Jane
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 64
中文關鍵詞: 中國線上遊戲趕超內容整合創新
外文關鍵詞: Chinese online game, catch up
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中國線上遊戲產業發展至今已逾十餘年,跟大多數中國其他新興的產業一樣,都是經歷了趕超的過程,從一開始外國廠商進軍中國市場引進了線上遊戲,後來逐漸地本國的遊戲廠商參與代理,進而開始自行研發,一直到現在的開始逐步反攻歐美市場,我們可以看到中國線上遊戲產業的快速成長。

「趕超」是指落後國家學習先進國家技術的過程,主要適用於技術為主的科技產業。然而,趕超有所限制,雖然可以藉由學習與模仿快速的趕上領先國家的腳步,但是在技術的發展上難以超越,容易被定型為追隨者,也難以進行創新行為。也因此雖然中國目前各方產業日益成熟,卻依然少有獨特的品牌足以享譽國際。

本研究試著在中國眾多進行趕超的產業中,找到特例並進行分析。我們發現線上遊戲在趕超的產業中處於得天獨厚的位置,因為線上遊戲產業同時具備技術面的科技、設計、網路環境、畫面與音效等特性,但又兼有內容、故事線、客製化、社群、服務等非技術因素。因此中國的線上遊戲廠商在發展之初,可以藉由趕超迅速學習領先國家的技術,而一段時間後,因為非技術層面的特性可以讓線上遊戲產業免於受限先行者的路徑,進而進行創新的行為而與先行者並駕齊驅。

本研究實地訪談了中國與台灣的線上遊戲公司與相關機構,並且搜集產業報告、相關文獻與法令政策等次級資料進行輔佐,以質化研究的方式對於中國線上遊戲的演進進行討論與分析,希望能提供未來研究者更系統化的結果。


The Chinese online game industry is one of the faster growing and dynamic industries around the world. Chinese online game has developed over 10 years. As most of Chinese emerging industries, it catch up with led country .In the beginning, foreign companies imported their games to China, and then Chinese companies began to learn and imitate . within a few years they had transferred imitation to innovation.

Catch up means the process of developing countries pursued led countries .catch up can provide more efficient ways to development strategies, and reduce resource commitment and risks involved in the innovation process. However, there are some limit of catch up as the followers are difficult to overtake the leader, and hard to innovate.

In this paper, we will present the data that speaks directly to Chinese online game industry’s growth and fine it’s unique character in catch up theory. The purpose is to show how Chinese online game can grow quickly by catch up, but leap over leader’s fixed model.

This study based upon the data from 2006 to 2011, including some interview I conducted, secondary data, related coverage and national policy. The findings of this paper would help understand the developing for Chinese online game industry over the past 10 year.

1.緒論..........1 1.1 研究背景與動機..........1 1.2 研究目的..........2 2.文獻探討..........3 2.1 電子遊戲市場簡介..........3 2.2中國線上遊戲產業發展..........7 2.3政策與產業特色..........16 2.4趕超..........22 3.研究方法..........25 3.1 研究架構..........25 3.2 定性研究..........25 3.3 研究方法..........28 4.分析結果..........30 4.1 2000-2005 趕超時期..........30 4.2 內容如何成為趕超的突破點..........33 4.3 2005-2007 創新行為的發生..........40 4.4 中國相對其他國家的優勢..........47 4.5 2008年走向營運與自製混合..........49 4.6 討論..........51 5.結論與建議..........54 5.1 結論..........54 5.2 研究貢獻與管理意涵..........55 5.3 研究限制與未來建議..........56 參考文獻..........57

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