网络游戏运营与盈利外文翻译_网络游戏外文翻译

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毕业设计（论文）

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中国网络游戏产业的商业模式和运作问题 Busine models and operational iues in the Chinese

online game industry Ian MacInnes,Lili Hu.[J].Telematics and Informatics.2007,24(2):130-144．

浙江工业大学之江学院毕业设计（论文）

外文翻译

中国网络游戏产业的商业模式和运作问题

摘要：互联网越来越的广泛使用使得网络社区如雨后春笋般发展起来。其中特别有趣的现象之一就是网络游戏的出现。本文就虚拟世界的开发者在其探索切实可行的商业模式途中将面临的困难进行论述。本文作为探索性课题是一个对中国虚拟世界的开发者和用户进行研究的个别案例，来确定在这种商业模式下存在的问题。本文讨论宽带和网络游戏以及诸如文化，历史，外挂，私服，虚拟财产贸易，开发商控制，管理和调控此类的反馈效果。尽管大部分中国虚拟世界的运营商都具有盈利能力，但通过密切观察发现即使最成功的中国虚拟世界运营商仍然处于商业模式的早期阶段。

关键词：虚拟世界，中国，商业模式，网络

1.简介

随着MacInnes(2004a)创造出来的互联网在全球范围内的拓展,网络对于交流变得至关重要。随之而来的结果就是不同形式，为各种目的而发展起来的网络社区为人们提供了工作，社交以及娱乐上的便利。在不同形式的网络社区中最吸引人眼球的就是虚拟世界，但是何为虚拟世界呢？就是人们在一个持续的合成的环境中通过虚拟角色（通常是一个头像）来相互交流。虚拟世界属于网络游戏的一种，在这个虚拟世界中成千上万的人们可以同时参与相互影响。这种在中国最受欢迎的网络游戏就是虚拟世界。

MacInnes(2004a)对虚拟世界这一现象提出了概观。这一概念的提出对于现如今我们通过案例研究来完善这项工作起到了重要作用。我们以一个别案例开始研究中国网络游戏产业，是因为随着宽带的大范围使用，中国的网络游戏为虚拟世界带来的市场的发展速度比许多国家都快。这一点比其他因素更有说服力。本文将从商业形式的前景方面讨论社会，法律，以及一些其他环境方面的问题。现今中国虚拟世界产业所面临的挑战和机遇并不仅仅只在我们国家存在。同样的问题很可能在虚拟世界市场欠发达的北美，欧洲等地区也一样存在。从这一案例中吸取的教训同样可以被那些以网络为根基的产业使用动态商业模式框架来促进技术革新的所使用。

作为探索性课题，这是一个对中国虚拟世界的开发者和使用者进行研究的个别案例，来确定在这种商业模式下存在的问题。本文引用了许多人们对其提出的疑问。比如，中国网络游戏的运营者面对日益增加的竞争问题该采取什么样的策略？中国的网络浙江工业大学之江学院毕业设计（论文）

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游戏公司会在他们的价值链中趋于上游吗？宽带在产业发展中扮演了怎样的角色？中国社会对于这一新的娱乐方式会有如何反应？为什么中国的网络游戏相对于单机游戏发展地更好？

2.理论背景

互联网的蓬勃发展促使了许多新网络社区的出现。商业虚拟社区面临的一个重要问题是如何找到一个有利可获的商业模式同时兼顾着促使这些社区由最初的小规模向大规模发展。早期的虚拟社区大多都是十分科学的但近期越来越多的发展成果刺激人们在虚拟空间里共享各自的兴趣爱好。虚拟世界不仅为虚拟社区丰富多彩的图形支持，也带来了复杂的市场活动。

在因特网发展的早期，它着重于汇聚研究人员。但一旦大学之间通过网络相互联系了，基于个人爱好的网络社区就开始发展起来了。这些社区往往讨论兴趣还好，娱乐方式等Rheingold(1993）。那时大多使用电子邮件，群发，后来发展为BBS，MUDs,人们就在那里开始创造一个奇妙的世界Castronova(2002）。这些都是现今图形化了的虚拟世界的先驱。

对于网络社区的研究已经改进了。学者已经证明了虚拟社区的使用能改善公民的行为Blanchard and Horan(1998)，促进社会抵制运动的发展De(2003)。虚拟社区同样可以用来创造，集结，组织，运用知识([Bruynseels and Vos,2000], [Daniel et al., 2002], [Jansen et al., 2000] and [Schubert and Koch, 2002])。他们也作为一种管理工具被用于组织中。营销部门发现人们对于产品和服务的迷恋能帮助一家公司发展与顾客的关系，使他们产生对其的忠诚度([Kardaras and Karakostas, 2000] and [Schubert and Koch, 2002]).。然而这些社区常常会招致公司的批评(Lueg, 2001)。

虚拟社区可以根据活动，会籍的不同种类进行分类。例如，Hagel and Armstrong(1996)把网络社区分为四类：交易社区，兴趣社区，幻想社区，关系社区。相似地，Klang and Olon(1999)把它们分为社区网络，专业协会，个人社团，“第三位置”（人们会见新老朋友的地方）。Klang and Olon(1999)确定四种社区类型：论坛，浙江工业大学之江学院毕业设计（论文）

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商店，俱乐部，集市。这里的市场就是买卖实品，或者虚拟商品的地方。这种活动正变得越来越流行。以上四位作者都已承认这些社区不仅具有娱乐价值也同样具有商业价值。本文我们将着重陈述虚拟社区具有的娱乐方面的价值，目的是来理解这个产业的商业模式动态。

很多使用者都愿意为这些社区付钱，比如互联网国际象棋俱乐部(Ginsburg and Weisband, 2003).。更有甚者在结构化的游戏中，会员们会引进一种叫 “chekels”用来当筹码，然后用来换成现金。一些社区的社会方面正在迅速为使用者带来商业上的基于这并不是骇人听闻的。社区的设计假想通常可以决定开发者是否能为使用带来利益。缺少公司控制能造成困难。尽管世上有成千上万的人活跃于这些虚拟世界中，但学者们只是最近才开始认识到这些社区的发展动态。

因为这些虚拟世界如今已能产生盈利，本研究着重于那些社区的商业模式方面。在过去5年里商业模式文献数量已经有了增长地飞快，对于虚拟世界开发者与使用者在试图开发基于虚拟财产的有利可图商业的道路上遇到的困难将带来帮助。学者在研究商业模式上做的贡献可分为三个领域：研究单个因素来突出他们的重要性，研究证明能使一种商业模式成功的几个条件，研究证明商业模式的组成成分。

我们把重点放在这个产业的商业模式方面的其中的一个原因是它所具有的巨大经济潜力。即使在应用率较低的中国，这个产业正在产生巨大的经济收入。我们因此需要去理解这个产业是怎样发展起来的，将来会朝着哪个方面发展。这些商业模式的文献数量已经相当丰富了，甚至有点过头了。在很多方面，学者往往过分单独强调许多模式已经参与了成分的静态分析，而笔者认为这是影响了公司的经济发展的。这些静态商业模式在一定程度是无效的，我们分析一个新兴产业，往往开发商在找到切实可行的商业模式之前他们必然会经历很多困难。MacInnes(2004a)考虑到发展中产业的动态因素提出了一个四阶段动态商业模式框架的理论。这一理论特别是为比如中国网络游戏市场一类的新兴产业所设计的。

2.1.动态商业模式框架

动态商业模式框架是用来观察商业发展经历，来更好地了解他们的产业。这对于虚拟世界游戏开发商，运营商刚成立的业务分部来说尤其适用。这一模式由四个相互关联的阶段组成。如下图：浙江工业大学之江学院毕业设计（论文）

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图1：动态商业模式

影响一个公司商业模式在其早期阶段与成熟阶段的因素是不同的。第一阶段技术问题是最为重要的；第二阶段环境问题，例如应该注重法律；第三阶段开发商可以结合传统收入模式；第四阶段应着重于支撑商业的因素。

虚拟社区的企业和用户模式开始出现，公司仍有许多事情要去解决。这一部分引用了其他学者已确定的四个阶段的成功商业模式。基于这些因素，在开发虚拟世界的不同阶段将面临的问题都有可能解决。

2.1.1.第一阶段：技术因素

在技术开发的早期阶段，技术因素对于商业成功起着至关重要的作用。这些技术因素是那些正在销售的产品或服务所固有的。我们应当注意的是在信息领域许多商业是从技术革新发展起来的。因此我们需要找到一种商业模式使他们的产品朝着努力的方向商业化。不幸的是技术有时候并不完全被商业化所适用，这些问题需要在公司进行营利模式之前就被解决。

在虚拟世界产业中，技术因素可以摧毁一家公司因为人们在虚拟世界中创造的财产拥有相当大的价值。如果这些财产因为技术问题或者安全漏洞问题丢失的话，那么开发者将会失去信誉，破产，或者因为不赔偿用户而被起诉。因此，在虚拟世界中人们拥有客观的财产，公司服务器的安全问题必须放在首要位置。Duh et al.(2001)发现市场的安全性和完整性因素是至关重要的，我们必须把他们放在首要位置，因为只有这样会员才会信任虚拟世界的开发者。

2.1.2.第二阶段：环境因素

商业模式的第一阶段的技术问题已经解决了。虚拟世界现在进入第二阶段要来克服环境因素所带来的问题。环境因素包括法律，社会，一般的经济限制。这一阶段通常被所忽略，因为直到技术商业化后人们才可能意识到技术为社会带来的问题。许多浙江工业大学之江学院毕业设计（论文）

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商业化的技术如录像机，对等网络等由于法律问题或者对社会，经济有着不良影响，受到了人们的质疑。Vasilopoulou et al.(2002)提出政策和规则对于商业模式的成功的起着至关重要的作用。相似地，Schroeder et al.(2001)认为缺乏安全保障，组织和法律问题是公司从传统商业模式过渡到电子商务过程中最难克服的问题。在目前对于这一商业的法律机制尚未成熟的情况下这些论文中所提到的法律问题也将起着一定的作用。例如，谁拥有虚拟世界的财产，或者是虚拟货币的兑换是否赋予虚拟银行功能。随着虚拟世界平行于现实世界，当出现违法事件的时候政府可能会出面干预，或遇通货膨胀时会去保护财产。

2.1.3.第三阶段：收入模式问题

商业模式发展的第三阶段主要是传统的问题，例如收入来源，顾客价值，成本和基础设施管理。从笔者已研究的单独因素上看，瓦斯尼和海德强调使用增加转换成本来作为维持顾客忠诚度的这一策略。或在这种商业模式内从一网站上创建和维护社区来支持，促进经济活动。随着时间的推移作为参与者发展的属性和角色的结果虚拟世界拥有高转化成本。他们会发现换到另一个虚拟世界，或者重新开始一个角色，发展新的关系这会需要很高成本。瓦斯尼和海德也暗示开发互补产品。一些公司运营网络游戏卖真实产品用来换成数码产品。相似地，Amit和Zott说网络游戏公司在这一阶段也会考虑到其他传统因素，包括：1.降低交易成本形式下的效率问题。2.技术，活动和产品之间的互补。3.锁定网络外部性和高转换成本。4.新结构，内容，参与者带来的新奇问题。虚拟世界为玩家提供新奇的内容。但它们可以无限制地虚拟因为用户可以添加内容，有着丰富多彩的体验。在所有令开发虚拟世界的公司感到最棘手的问题包括人员发展，社区发展以及资产管理。随着一些用户发展他们自己的商业，开发商渐渐失去了控制。浙江工业大学之江学院毕业设计（论文）

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Busine models and operational iues in the Chinese online game

industry

Abstract：The rapid growth of Internet usage has enabled many new online communities to develop.A particularly interesting phenomenon that has arisen through Internet communities is the virtual world(VW)style of online game.This paper identifies the challenges that developers of VWs will face in their efforts to find viable busine models.This is a single case study of China as an exploratory project to determine the iues 浙江工业大学之江学院毕业设计（论文）

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surrounding busine models for virtual world developers and users.The paper discues the feedback effects between broadband adoption and online games as well as iues such as culture, history, Waigua, private servers, virtual property trade, developer control, governance, and regulation.In spite of the profitability of major Chinese VW operators, close observation of the Chinese case suggests that even the most succeful VW operators are still in the early stages of their busine model development.Key words：Virtual world

China

Busine model Online game Introduction As the Internet continues to grow worldwide, Internet-based channels have become increasingly important for communication.As a result, online communities of many forms and for various purposes have developed and have enabled people to work, socialize and entertain themselves.Among the many types examples of online communities, a particularly interesting phenomenon is the virtual world(VW), a persistent synthetic environment where people communicate with each other using a virtual persona, often called an avatar.VWs are a type of online game that can have thousands of people involved and potentially interacting at the same time.The vast majority of popular online games in China are VWs.MacInnes(2004a)provided an overview and framework for understanding the VW phenomenon.It is now important to supplement this work through case studies.We chose to begin with a single case study of the Chinese online game industry because its market for VWs is growing more quickly than in many other countries due to the rapid adoption of broadband among other factors.Social, legal and other environmental iues are discued in this paper from the perspective of busine models.The challenges and opportunities facing the current Chinese VW industry are not merely country specific.The same iues are likely to play out as le developed VW markets in North America and Europe grow.The leons from this case can also be compared to other Internet based industries using the dynamic busine model framework for emerging technologies(MacInnes, 2004a).This is a single case study of China as an exploratory project to determine the iues surrounding busine models for virtual world developers and users.The paper addrees a number of questions.What alternative strategies are available to Chinese online game operators who are facing an increasingly competitive market? Will Chinese online game companies move upstream in their value chain? What is the role of broadband in the 浙江工业大学之江学院毕业设计（论文）

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development of the industry? How is Chinese society reacting to this new form of entertainment? Why has the online game industry achieved greater succe in China than stand-alone computer games?

2.Theoretical context The growth of the Internet has enabled many new virtual communities to be established.One of the key iues facing a commercial virtual community is finding a profitable busine model that also fosters the initial growth of the community toward critical ma.Early virtual communities were mainly scientific but more recent developments have motivated people to congregate in a virtual space to share personal interests.Virtual worlds provide a new level of graphical richne to virtual communities while also supporting complex market activities.The early years of the Internet emphasized bringing together researchers but once many universities were connected, communities based on personal interests developed.These often involved hobbies and entertainment(Rheingold, 1993).In these early days the most common technologies were e-mail and listservs that later evolved into bulletin boards and MUDs where people began to create fantasy worlds(Castronova, 2002).These were forerunners of today’s graphical virtual worlds.Research about online communities has evolved.Scholars have documented the effectivene and use of virtual communities in society to foster, for example, civic behavior(Blanchard and Horan, 1998)and social resistance movements(De, 2003).Virtual communities can also be used to create, gather, organize, and manage knowledge([Bruynseels and Vos, 2000], [Daniel et al., 2002], [Jansen et al., 2000] and [Schubert and Koch, 2002]).They have also been used as a management tool in organizations.Marketing departments have found that people’s fascination with the product or service can help a company develop relationships with customers to generate loyalty([Kardaras and Karakostas, 2000] and [Schubert and Koch, 2002]).These communities often result in criticism of companies, however(Lueg, 2001).Virtual communities can be claified according to types of activities and membership.For example Hagel and Armstrong(1996)identified four categories of online communities: communities of transactions, communities of interest, communities of fantasy, and 浙江工业大学之江学院毕业设计（论文）

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communities of relationship.Similarly Klang and Olon(1999)divide them into community networks, profeional societies, personal societies and the “third place,” where people go to meet with new and old friends.Klang and Olon(1999)identify four types of communities: the forum, the shop, the club, and the bazaar.The bazaar involves activities where the members themselves are buying and selling physical and now virtual products as well.This type of activity is becoming more and more prevalent.These authors have recognized the entertainment as well as the commercial value that communities have.In this paper we focus primarily on the entertainment segment of virtual communities and aim to understand the busine model dynamic of this industry.Many users are willing to pay for communities such as the Internet Che Club Even in a structured game such as che, members introduced “chekels,” a monetary unit that could be exchanged for dollars.It is thus not surprising to see that the social aspects of these communities are rapidly transforming into commercial opportunities for users as well.Design aumptions of the community will often determine whether developers want to encourage or discourage the profit motives of users.Lack of company control can cause difficulties.Even though there are millions of people around the world who are active in these virtual worlds, scholars have only recently begun to understand the dynamics of these communities.Because of the revenue streams that virtual worlds are now able to generate, this study focuses on the busine model aspects of those communities.Busine model literature has grown rapidly over the past five years and is helpful in understanding the challenges that VW developers and users are likely to face in their attempts to develop profitable businees based on virtual property.Contributions from scholars in busine models can be divided into three areas: studies that focus on single factors to highlight their importance, studies that identify several elements that make a busine model succeful, and studies that identify busine model components.One of the reasons why we want to focus on the busine model aspects of this industry is because of its large economic potential.Even with its relatively low adoption percentage in China, the industry is already generating large revenues.We thus want to understand how the industry has evolved and how it will be able to generate further growth.The busine model literature is quite rich and sometimes overwhelming.In many instances scholars 浙江工业大学之江学院毕业设计（论文）

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have tended to emphasize some aspects over others and many of their models have involved static analysis of the components that the authors believe affect the economic succe of companies.These static models are, to a certain extent ineffective when we are analyzing an emerging industry, as they have to go through many challenges before they have a viable busine model.MacInnes(2004a)provides a four stage dynamic busine model framework that takes into consideration the dynamic aspects of an evolving industry.The model was designed specifically for emerging industries such as the Chinese online game market.2.1.The dynamic busine model framework The dynamic busine model framework was designed to take into consideration the evolution that businees experience as they become more knowledgeable about their industry.This is particularly true for busine segments that are just emerging as is the case with virtual world game developers/operators.The model is composed of four interrelated stages.Fig.1 shows the different stages.Fig1 Dynamic busine model framework for emerging technologies.The factors that affect the succe of a company’s busine model at its early stages are different from those affecting the busine at a more mature stage.In the first stage technical iues are of greatest importance.In the second stage environmental factors such as law and adoption should be considered.In the third stage developers can begin to incorporate traditional revenue model factors.The fourth stage focuses on factors that will sustain the busine.Corporate and user models around virtual communities are beginning to emerge and companies still have many elements to work out.This section addrees the factors that other scholars have identified in each of the four stages that contribute to the succe of a 浙江工业大学之江学院毕业设计（论文）

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busine model.Based on these factors it is poible to specify the challenges that these virtual worlds will face as they move through different stages of development.2.1.1.First stage: technological factors In the early stages of technological advance, technical factors are crucial to the succe of the busine.These technical factors are those that are inherent to the product or service being sold.It should be noted that in the information field many businees emerge from technical innovations.Thus finding a busine model that allows them to commercialize such products is the natural progreion to their efforts.Unfortunately sometimes the technology is not entirely ready to be launched commercially and these iues need to be dealt with before the firm can concentrate on revenue models.2.1.2.Second stage: environmental factors Many of the technical aspects faced in the first stage of busine models have been overcome.VWs are now in the second stage where they have to overcome environmental factors.Environmental factors include legal, societal, and general economic limitations.This is a stage that is generally overlooked because it is not until a technology has been commercialized that people might realize the problems that the technology could pose for society in general.A number of commercialized technologies, such as the VCR and some peer-to-peer networks, have had their survival challenged because of a legal problem or another negative impact on society or the economy.Vasilopoulou et al.(2002)point out that iues of regulation and policy are critical to the succe of a busine model.Similarly Schroeder et al.(2001)determined that lack of security, organizational, and legal iues are the most difficult to overcome when companies make the transition from a traditional busine model to one centered on electronic commerce.The legal iues that both of these papers identify will also play a role in these businees as it is not yet clear in a legal sense, for example, who owns property in VWs or whether the convertibility of virtual currencies gives VWs banking functions.As VWs appear to parallel the real world, governments may want to intervene when illegal activities occur or to protect aets if there is inflation.2.1.3.Third stage: revenue model concerns The third stage of busine model development focuses on traditional concerns such as revenue sources, customer value, costs, and infrastructure management.From the authors that have looked at single factors Wathne and Heide(2001)emphasize the use of strategies that increase switching costs as a way of maintaining customer loyalty, or look at a way of 浙江工业大学之江学院毕业设计（论文）

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creating and maintaining communities within the context of the busine as a way of supporting and enhancing the economic activity from a website.VWs have high switching costs as a result of the property and persona that a participant in such a community develops over time.They may find it costly to switch to another VW and have to begin another persona and develop new relationships.Wathne and Heide also suggest developing complementary products.Some companies running online games offer physical products that can be exchanged for their digital versions.Similarly other traditional factors that companies in the online game industry can consider at this stage, according to Amit and Zott(2001), include:(1)efficiency in the form of reduced transaction costs;(2)complementarities between technologies, activities and products;(3)lock-in through network externalities and high switching costs;and(4)novelty through new structures, content and participants.VWs provide novel features for their players and they are virtually limitle as users can add content, improving the richne of the experience.Among the most challenging factors that companies developing virtual worlds face are member development, community development, and aet management(Williams and Cothrel, 2000).With some users developing their own businees, developers lose some control.