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研究生： 侯斐立
Lahoda, Filip
論文名稱： 在行動裝置程式環境下的新數位商業行銷
New digital environment marketing, in a business of mobile
指導教授： 吳文傑
Wu, Jack
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2015
畢業學年度： 103
語文別： 中文
論文頁數： 61
中文關鍵詞： 市場營銷 、社交 、媒體 、應用程序 、遊戲
外文關鍵詞： marketing, social, media, application, game
相關次數： 點閱：172  下載：6 
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    • The aim of this thesis is to formulate a business of a mobile app producing company, while focusing on some key concepts crucial for this kind of business. Especially the new digital environment marketing, freemium monetization concept supporting features and application features for effective customer retention and payment incentives.
    How is the concept of new digital environment marketing understood in this thesis? New digital environment is seen as the environment created by the mobile device applications, their distribution channels, social media, their users and some of the other online products. Special attention is dedicated to the social media marketing,
    Freemium monetization concept is a key element of income for many successful application developers and same it shall be in the case of discussed business. These purchases have to be set in such way, that the benefit provided to the user would be a sufficient motivation for him to realize the purchase, while not discouraging the use of application by those who does not pay.
    The customer retention is being examined in the environment of mobile device rpg game. The principles and features discussed in this relation are generally applicable.

    1. Mobile application business 1
    2. Market research 2
    2.1. Mobile games market research 6
    2.2. Profile of average mobile gamer 10
    2.2.1. Age of an average gamer 13
    2.3. Market leaders 15
    3. Business opportunity 18
    4. Game concept 26
    4.1. On adventure 27
    4.2. In the field 28
    4.3. Home and town 28
    4.4. Friendly to use 29
    5. Organizational structure and operation 30
    5.1. Realization team 30
    5.1.1. Marketing and creative director/CEO 30
    5.1.2. IT director – this is a core employee. 30
    5.1.3. Three members coding team 30
    5.1.4. Five graphic designers 31
    5.1.5. Sound 31
    5.2. Office 31
    6. Marketing 32
    6.1. General concept 32
    6.2. Location 33
    6.3. Positioning 35
    6.3.1. Company positioning 35
    6.3.2. Product positioning 35
    6.4. Target customer 36
    6.5. Competitors 37
    6.6. Pricing strategy 38
    6.7. Social media utilization 41
    6.7.1. Facebook page management 41
    6.7.2. Types of Facebook posts 46
    6.7.3. Frequency of Facebook posts 48
    6.7.4. Facebook advertising management 49
    6.7.5. Streamers 50
    6.8. Other forms of advertising 51
    7. Costs and sources of revenue 52
    7.1. Main costs 52
    7.1.1. Coding team compensation 52
    7.1.2. Graphics and animation 53
    7.1.3. Sound effects 53
    7.1.4. Marketing 54
    7.1.5. Wage of the tech director 54
    7.2. Ways to cover costs and make revenue 55
    7.2.1. Revenue from in app purchases and advertisement 55
    7.2.2. Crowdfunding through a way of presale 56
    7.2.3. Taipei Municipal Self-Government Ordinance for Industrial Development 57
    Reference 60

    Joost van Dreunen, Superdata, 2015, New Develop columnist and Superdata CEO Joost van Dreunen discusses changes in the mobile market
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    Dan Pearson, 2014, Report: Mobile to become gaming's biggest market by 2015, published at gamesindustry.biz
    eMarketer, 2014, Smartphone Users Worldwide Will Total 1.75 Billion in 2014
    Tristan Louis, 2013, How much does the average app make?
    Ievgen Leonov, 2014, Trends and next steps for mobile games industry in 2015, published at gamasutra.com
    Dean Takahashi, 2014, Only 0.15 percent of mobile gamers account for 50 percent of all in-game revenue (exclusive), published at venturebeat.com
    Denniss Cimeca, GamesBeat, 2013, The gender inequality in core gaming is worse than you think, published at venturebeat.com
    Newzoo, 2013, Newzoo data
    Jeff Grubb, 2014, Gaming advocacy group: The average gamer is 31, and most play on a console, published at venturebeat.com
    Bertil Hansen, 2014, Top 20 Google play store top grossing games has only one paid game, published at androidfact.com
    Stuart Dredge, The Guardian, 2014, Why is Candy Crush Saga so popular?, published at theguardian.com
    Steven Tweedie, Business Insider, 2014, Why 'Clash Of Clans' Is So Incredibly Popular, According To A Guy Who Plays 16 Hours A Day,
    Russel Holly, 2015, Clash of Clans for Android: What is it, and why is it so popular?
    Mark Masters, 2014, What Made Clash of Clans so Insanely Successful and What Can We Learn from It?
    Pop Cap, 2012, survey
    MocoSpace, 2012, survey
    Newzoo, 2014, Infographic: The Taiwan Games Market
    App Anie, 2013, Google Play: Top countries in Q3 2013
    Taipei Times, 2014, Taiwan likes Facebook, has highest penetration
    Sabel Harris, 2014, 5 data driven ways to get your facebook post seen
    Kevan Lee, 2014, how to create manage facebook business page

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