線上遊戲行銷策略評估－結合DEMATEL及ANP之應用

Evaluation of the On-Line Game Marketing Strategy using DEMATEL with ANP

白乃遠(Nai-Yuan Pai)；廖柏揚(Bo-Yang Liao)；詹介珉(Chien-Min Chan)

線上遊戲 ； 行銷策略 ； 實驗室決策法 ； 網路層級分析法 ； On-line game ； Marketing strategies ； DEMATEL with ANP

育達科大學報

38期（2014 / 08 / 01）

139 - 168

繁體中文

線上遊戲產業正處於一個前所未見的新變局，尤其在行銷策略方面，更面臨極大挑戰。本研究過去整理文獻中所提及行銷策略因素，歸納後得到對線上遊戲經營有幫助的行銷策略，建立遊戲行銷策略評估模式。本研究運用DEMATEL結合ANP方法，獲得到線上遊戲各種重要行銷策略的因果關係、關聯度分析以及重要程度排序。並探討說明相關關鍵成功因素對於線上遊戲廠商在策略行銷方面的影響，也反應出現今線上遊戲在行銷策略方面的變化。本研究根據實驗結果得到4點結論：（1）企業形象為玩家最重視的線上遊戲行銷層面，但會受到遊戲產品、資訊服務品質、遊戲廣告手法、玩家網路口碑行銷的影響。（2）遊戲公司的形象不會影響玩家參與遊戲的動機、對遊戲的忠誠度及正面網路口碑行銷。（3）玩家在線上遊戲行銷策略中相當重要，而且與其它策略息息相關。（4）遊戲內容設計是玩家是否會開始參與遊戲行銷的關鍵，而非行銷過程中需要考量的因素。

Nowadays, the digital game industry is one of the hottest industries in Taiwan, especially the On-line game industry. The characteristics are different from the traditional ones. In this study, an integrated multiple criteria decision making (MCDM) techniques which combined with the decision making trial and evaluation laboratory (DEMATEL) and a novel cluster-weighted with ANP method in this paper, in which the DEMATEL method is used to visualize the structure of complicated causal relationships between criteria of the marketing strategies of Taiwan's online game industry and obtain the influence level of these criteria. And, then adopt these influence level values as the base of normalization super-matrix for calculating ANP weights to obtain the relative importance. The results showed 4 findings. (1) ＂enterprise images＂ is the most important criteria in the marketing strategies of Taiwan's online game industry, but ＂products＂, ＂information＂, ＂commercial＂ and ＂player＂ influence ＂enterprise images＂. (2) ＂Enterprise images＂ can't influence ＂player＂. (3) ＂Game＂ is an important criterion and has relationships with each criterion. (4) Game content design is not an important criterion in the marketing strategies of Taiwan's online game industry. This study suggested that making players satisfy is the main strategies for game enterprise, and the good enterprise image is important. The future studies can investigate the game content design, and discuss the new marketing strategies for new game industry.

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