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本文运用统计软件,证明了网络游戏市场上确实存在着网络外部性:本期玩家人数受到前期玩家人数的影响。在此基础上,根据网络产品市场的特点,通过建立一个两阶段模型对网络游戏运营商的最优经营策略进行分析并提出了建议。本文的观点为:基于网络游戏产业高固定成本、低边际成本的特殊成本结构,运营商将单位游戏时间的收费水平降低,甚至实行免费游戏的策略是符合企业利润最大化原理的,这点从网络游戏行业的数据分析中也得到了证实;运营商想要增加每个玩家在游戏中的消费,还应降低基于游戏的其他服务的收费水平。
This article uses statistical software to prove that there is indeed network externality in the online game market: the current number of players is affected by the number of early players. On this basis, according to the characteristics of the network product market, through the establishment of a two-stage model of online game operators optimal business strategy analysis and recommendations. This article’s point of view is that based on the special cost structure of high fixed cost and low marginal cost in the online game industry, operators reduce the charging time of unit game time, and even the strategy of free game is in line with the principle of maximizing the profit of enterprises Data analysis in the online gaming industry has also been confirmed; operators want to increase each player’s in-game spending and also lower the fees charged by other games based services.