ch9定价决策的研究方法分析.ppt

* * * * * * * * * * * * * * * * * * So what is our research motivation? Let me show you some statistics and famous examples of virtual goods trading first. The actions and interactions between individual users in a 3D virtual world have created a virtual economy where virtual goods and services carry real world value. The revenue of the virtual world industry achieved $2.2 billion in 2006 and is forecasted to be $5.9 billion in 2012 (DFC statistics). According to Kappe’s annual statistics in 2009, it is estimated that the total trading of virtual goods in virtual worlds (including Second Life, Tencent in China, Gaia Online, Habbo Hotel, and hi5) is at about €1.5 billion per year. For example, According to Second Life statistics, Second Life economy (Lidden dollar volume) totaled $119 million US dollars in 2010, i.e. a 3% growth over 2009; Sales of user generated virtual items on XStreet SL, reached L$3.3 billion or US$12.6 million in 2010, a growth of 104% over 2009. /community/features/blog/2010/01/19/2009-end-of-year-second-life-economy-wrap-up-including-q4-economy-in-detail What attracts people to user-generated virtual worlds such as Second Life is that, trading of virtual goods not only benefits the virtual world providers but also allow the individual users to make money by selling virtual goods they created in-world. The first reported millionaire in Second Life, Anshe chung, referred to as the “Virtual Rockefeller”, is raking in real money through an online business that engages in development and brokerage of virtual lands, items, and services in Second Life. A most recent example of virtual goods star seller is Jon Jacobs, an actor and filmmaker in Hollywood. He has been active in the 3D virtual world Entropia Universe, a Swedish virtual world with real cash economy, and becomes perhaps the most famous person in the whole. Jacobs bought his first land in 2005 and set up a nightclub named “Neverdie”. Recently he just sold off the nightclub for $635,00