盛大网络游戏免费模式研究要点.doc

盛大网络游戏免费模式研究 摘 要 当今中国的网游行业可谓风起云涌。一方面，网游市场继续快速增长，市场总值已达349多亿。另一方面，网游市场竞争空前加剧，行业内同质化严重，导致玩家忠诚度下降，原有的运营模式受到了极大挑战。对此“免费”成为网游行业的一个关键词。 做为网络游戏和新经济领域的领军企业，盛大自成立以来，主动转型，持续变革，其开创的“免费游戏，增值服务”的模式已成为网游行业的主流模式。 本文对公司“盛大网络”进行分析，研究盛大游戏商业模式的发展，重点研究“盛大游戏模式—免费模式”；总结我国网络游戏运营商的一般商业模式，提出成功的商业模式—免费模式的基本条件和免费模式创新的途径。通过对盛大游戏免费模式的研究，希望对网络游戏产业产生影响以及有所启示，盛大网络游戏模式转变对于所处其他行业的企业发展也会有所启示。同时有助于我们把握网络游戏的未来走向；有助于理解网络游戏开发商、代理商获取利润的途径；有利于我国网络游戏市场的健康发展。 关键词：盛大网络；网络游戏；免费模式 Free Pattern of Shanda Games Abstract Chinas online game industry of today can be described as turbulent. On the one hand, Online game market continues to grow rapidly, the market value has reached over 349 million. On the other hand, an unprecedented online games market competition intensifies, the industry homogeneity serious, leading to decline in the player loyalty, the old business model has been a great challenge. This free has become a keyword in the online games industry. As a leader in the field of online games and the new economy, since the establishment of SHANDA Entertainment, active restructuring, continuous change, it created a free game, value-added services model has become the main mode of the online games industry. In this paper, we carry on the analysis of the company shanda networking, We research the development of commercial mode about shanda online game, focus on shanda game mode - free mode; The paper summarizes the general commercial online game operator model, this paper puts forward the successful business model -- free mode basic conditions and free pattern innovation approach. Through the study on the model of grand game free online game industry, and hopes to inspire influence and model changes, shanda networking game in other industries for the enterprise development will also get some enlightments. Also helps us to grasp the future direction of network game; Help to understand the network game developers, agents profit approach; Our country to the healthy development of the network games market