手游周边市场的电商经营模式
摘要随着智能手机市场规模迅速的扩大，手机游戏在全球范围内广泛流行，被称之为给予移动互联网的杀手级应用。近些年来，我国智能手机的价格一直呈现下降趋势，这个价格是民众普遍能够接受的，这也自然带来了手机的普及，为手游的成熟和推广奠定了硬件基础。本文意在以全新的角度，结合本专业所学知识对手机游戏这个广阔的市场进行分析研究。着眼于手游周边市场对其发展的作用。本文所有的手游周边市场已不再是单纯的周边市场概念，我们将手游本体之外促进其发展的内容都包含进去。包括原本周边含义中的玩偶、卡牌等实物周边，还包括了金币交易、内部物品交易等虚拟周边。玩家越来越重视的不是产品本身，而是产品所带来的体验，手游就是降碎片化的时间利用起来的一种娱乐方式，其周边的发展不仅仅能给本身带了动力，也将大大的延长手机游戏的生命周期。74886
ABSTRACT With the rapid expansion of the smart phone market, mobile games are widely popular across the globe, is called to give mobile Internet killer application。 And in recent years, the price of smart phones has been showing a downward trend, the price is generally acceptable to the public, which naturally brings popularity of mobile phones, the hand travel and promotion of mature lay the foundation hardware。This article is intended to a new angle, combined with the knowledge of the professional game in this vast mobile phone market analysis and research。 Focusing on the role of neighboring hand travel market for its development。 In this paper, all hand tour around the market is no longer a simple concept around the market, we will hand travel outside of the body to promote the development of its contents are included。 Including the original meaning of the surrounding dolls, cards and other physical perimeter, further comprising a virtual perimeter gold transactions, internal goods transactions。 Players more and more attention is not the product itself, but the product brought about by the experience of fragmentation hand travel down time is used up in the way of entertainment, the development of surrounding itself with the power not only to give, but also to greatly extend the life cycle of mobile phone games。
Keyword: mobile game； E-commerce； Derivatives Market；Business model
目 录
1。引言 4
1。1 研究背景 4
1。2 研究意义 4
1。3 研究内容和方法 5
1。4 研究创新点 6
2。手游行业分析 7
2。1手机游戏的分类 7
2。2手机游戏外部环境分析 7
2。3手游行业的市场状况 9
2。4中国手游行业的发展特征 12
2。5手游行业竞争力分析-SWOT分析 13
3。手游周边电商经营模式分析 13
3。1中国手游周边产业分析 13
3。2手游周边的特点 14
3。3手游周边的发展及作用 14
3。4电子商务在手游周边市场的应用 15
4。实证案例应用研究 15
4。1国外手游-愤怒的小鸟