游戏产品开发商的不同营销模式选择策略  

Different Marketing Model Selection Strategies for Game Product Developers

作　　者：王述 刘盾[1] 聂佳佳[1] WANG Shu;LIU Dun;NIE Jiajia(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《信息系统学报》2025年第1期128-148,共21页China Journal of Information Systems

基　　金：国家自然科学基金面上项目(61876157,71571148);“服务科学与创新”四川省重点实验室项目(KL2305)。

摘　　要：基于游戏产品的背景,本文构建了一个分析模型来研究游戏产品开发商的三种营销模式选择:在第二阶段只销售新产品,同时销售新产品和升级新产品,或者在销售新产品的同时还建立基于区块链技术的C2C二手游戏产品交易平台来吸引消费者,增加玩家的游戏体验。通过对不同供应链模型进行比较分析,得到了开发商的最优营销模式以及不同营销模式对消费者剩余的影响。研究表明:对新产品升级总是可以让开发商受益,但开发商需要权衡升级成本带来的负面效应,不能随意增加新产品升级比。不考虑区块链成本时,在不同条件下开发商的最优营销策略为升级新产品或建立C2C平台。当考虑区块链成本时,不会改变上述主要结论,但是会减少开发商建立C2C平台的动机。具体而言,只有当区块链成本较小且二手游戏产品升级比较大时,开发商开通C2C平台才能增加收益。此外,开发商升级新产品或者建立C2C平台总会增加消费者剩余,在一定条件下开发商与消费者能够实现双赢。Based on the background of game products,this paper constructs an analysis model to study the three marketing strategies of game product developers:only selling new product in the second period,selling new product and upgrading new product at the same time,or establishing a C2C pre-owned game product trading platform based on blockchain technology to attract consumers,increase game players'game experience.Through the comparative analysis of different supply chain models,the optimal marketing strategy of developer and the impact of different marketing on consumer surplus are obtained.Our study shows that upgrading new product can always benefit developers,but developers need to weigh the negative effects of upgrade cost and cannot arbitrarily increase the upgrade ratio of new product.When blockchain cost is not considered,the developer's marketing strategy is to upgrade new product or establish C2C platform under different conditions.When considering the blockchain cost,it does not change the main conclusion above,but it reduces the developer's motivation to establish C2C platform.Specifically,only when the blockchain cost is small and the second-hand game product upgrade ratio is relatively large,can the developer open C2C platform to increase revenue.Moreover,developer upgrading new product or establishing C2C platform can always increase consumer surplus,developer and consumers can achieve a win-win goal under certain conditions.

关 键 词：游戏产品 升级新产品 C2C平台 区块链技术 

分 类 号：F274[经济管理—企业管理]