【作者】 张辉；

【导师】 王兴元；

【作者基本信息】 山东大学 ， 企业管理， 2011， 硕士

【摘要】 作为数字文化娱乐产业的重要组成部分,在我国,网络游戏已经走过了十二个发展年头,从出生到繁荣,发生了翻天覆地的变化。目前,我国网络游戏行业出现众多问题,诸如产品同质化现象严重、游戏玩家流失率高、后续游戏产品不成功、企业缺乏自主创新能力等。面对这些难题,品牌作为网游企业最为重要的无形资产,已经成为网游企业在市场竞争中最稳定的经营要素和核心。在此背景下,本文基于品牌生态系统理论视角,结合我国网游企业现状,对我国网游企业品牌竞争力的形成过程及影响因素进行了分析。本文共分为七个部分,笔者在综合分析了前人理论研究的基础上,基于品牌生态系统理论视角,提出了品牌竞争力的生态概念,并对中国网游企业品牌竞争力的形成过程及其影响因素进行了充分的理论分析,进而构建了网游企业品牌竞争力影响因素的概念模型,从系统空间位置和系统成长角度提出了影响网游企业品牌竞争力的五大因子：品牌生态位能力、品牌进化能力、品牌协同作用、品牌-玩家契约和系统环境。针对这五大因子,本文提出了相关假设,运用统计软件SPSS 17.0进行数据分析,通过实证研究的方法,对上述假设进行了检验。研究结果显示,在上述五大因子中,品牌生态位能力、品牌进化能力、品牌协同作用以及品牌-玩家契约与网游企业品牌竞争力之间存在显著的正相关关系,而系统环境因子虽然与品牌竞争力存在相关关系,但具体的关系形式在本研究中并未得到验证。通过对研究结论的探讨,本文提出了我国网游企业品牌竞争力提升的对策,并为后人继续研究品牌竞争力影响因素及不同行业企业品牌竞争力状况进行了展望。更多还原

【Abstract】 The online game occupied a significant position of the digital culture entertainment industry in our country. In the past twelve years, it has undergone earth-shaking changes. At present, many problems arise in China’s online game industry, such as deteriorating product homogeneity phenomenon, high gamer wastage rates, unsuccessful follow-up game products, enterprise’s lack of independent inventive capability, etc. In the face of these problems, the brand, as the most important intangible asset of online enterprise, has become the most stable operation elements and core in market competition. Based on the theoretical perspective of brand ecosystem, this paper analyzed the forming process of our country enterprise brand competitiveness and influencing factors combined with the present situation of China.This paper contains seven parts. Based on the theoretical perspective of brand ecosystem, the author puts forward an ecological concept named brand competitiveness. Then, after the theoretical analysis of the forming process of brand competitiveness and influencing factors, the author constructed the conceptual model. From the system spatial location and system growth angle, the author proposed five factors which influence online enterprise brand competitiveness:brand niche ability, brand evolution ability, brand synergy, brand-player contracts and system environment.Aiming at the above factors, this paper put forward relevant hypothesis, And using statistical software SPSS 17.0 analyzed the data. Then test the above hypotheses by empirical research method.Research results show that, in the above five factors, brand niche ability, brand evolution ability, brand synergy and brand-player contracts have large, positive and statistically significant effect on brand competitiveness. But the specific relational model of system environment and brand competitiveness has not been validated in this study although they have correlation. Through the discussion of research conclusion, this paper made many suggestions about the promotion of brand competitiveness, and forecast the future study on this field.更多还原