Constructing the Key Successful Factors Evaluation Framework for Marketing Strategy of On-Line Game

• Main Authors: Chan, Chieh Min, 詹介珉
• Other Authors: Hsieh, Tsung Che
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/04972927122763976598

碩士 === 亞洲大學 === 數位媒體設計學系碩士班 === 101 === Nowadays, the digital game industry is one of the hottest industries in Taiwan, especially the On-line game industry. The characteristics is different from the traditional ones. In this study, we first searched the topic of the marketing strategies of Taiwan’s online game industry and found that evolution framework. The second, 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.