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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/34149
標題: | 線上遊戲的價格策略 Pricing Strategies of Online Games in Taiwan |
作者: | Li-Han Chen 陳立漢 |
指導教授: | 巫和懋 |
關鍵字: | 價格策略,線上遊戲,代理者模擬系統, pricing strategy,agent-based simulation,and online game, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | 網路外部性商品(如線上遊戲)的定價策略並不是多數人想像的簡單. 我們知道, 提高商品的價格會造成買方人數的減少, 相反的, 降低商品的價格則可以提昇買方的購買意願. 但是要能定量的給出網路商品的最佳價格策略並非容易的事, 最主要的困難是網路外部性商品牽連著複雜的人與人的互動關系與行為. 為了嘗試解決這個網路商品定價的難題,我們建構了一個電腦模擬系統來分析不同的價格策略會對線上遊戲的經營利潤產生如何的影響. 此系統是用代理者模擬技術(agent-based simulation technique)所建構而成.玩家的行為資料是從目標玩家所回答的問卷匯整而成.在特定的實驗範圍內,我們初步的研究提供了以下的結果. 1, 線上遊戲的價格策略有最適解. 2, 線上遊戲的變動服務成本對其價格策略的選擇有重要的影響. 3,當遊戲的吸引程度到達一定的水準時,沒有必要再做任何的廣告或促銷活動. 4,增加玩家的朋友圈及持續的提供新的遊戲包,都可以增加遊戲的生命週期,因而產生更多的利潤. 5,如果只有一個競爭者,在某些條件下,競爭對手只會降低彼此的市佔率,比較弱的一方不會被逼出市場. 6, 當競爭激烈(對手超過兩人)時,較弱的產品很容易被擠出市場. 7,我們還碰到有趣的混沌現像,當有三個非常相似的產品在市場上競爭,最後的結果是無法預測的. Pricing strategy for strong network product such as online games is difficult. Qualitatively, we all know if we increase the product’s price, there will be fewer buyers, and vice versa; however, to quantitatively set the optimal price for online games is not easy - the complexity arises from the network interactions between players and complicated human behaviors. In order to solve this pricing difficulty, we have constructed a simulation framework to analyze the impacts of different pricing strategies for online games under various scenarios. This simulation framework is based on agent-based simulation technique, and the behavioral attributes of player agents are obtained by conducting the survey from the target consumers. We have demonstrated that, under certain simplifications and assumptions, our experimental approach provides some interesting results on the pricing strategy issues for online games. 1. The optimal price always exists. 2. Choice of pricing scheme is heavily influenced by service variable cost. 3. While reaching certain level of product interest, there is no need to spend more money on advertising. 4. Increasing social network size or introducing expansion pack helps to extend the product life cycle and improves profit. 5. Within certain simulation scope, the competition only partitions the market share, and the stronger product does not overpower the weaker one. 6. As competition intensifies, the stronger products will easily crash the weaker product. Finally, we have encountered interesting Chaos-like behavior in our simulations – small differences in the earlier process can cause dramatically different outcomes. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/34149 |
全文授權: | 有償授權 |
顯示於系所單位: | 國際企業學系 |
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