中文摘要

遊戲產業是較新的產業且具有一定的研究價值，過去文獻對科技產業研究上有用到國際化策略與動態能力的理論。而對遊戲平台企業資源整合能力、文化傳播與如何取得經濟效益上，在過去文獻理論上較少有人去探討。近年來，一些學者提出了一個新的概念，他們稱之為「國際數字能力」。本研究的研究問題在於：遊戲平台企業如何進行國際化策略，其動態能力為何和為什麼能夠具有這些動態能力？為此，本研究採用個案研究法，以騰訊遊戲、網易遊戲、遊戲橘子、網銀國際四家遊戲平台企業為對象，藉由國際化策略、動態能力與平台經營策略對所蒐集的次級資料進行分析，並提出相關命題。研究結果顯示，遊戲平台企業在有著豐富資金支持與優秀人才團隊的配合下，將商業開發能力和策略規劃能力作為動態能力，最終在拓展國際市場上採用並購或策略聯盟作為進入模式。遊戲平台企業也通過新穎的商品經營思維與跨領域整合的手段，將商品IP運營能力和品牌宣傳推廣能力作為動態能力，從而運用現有國際大廠IP或發展自有專IP作為產品國際營銷的方式。本研究確立了從遊戲平台企業企業的動態能力、遊戲平台企業拓展國際市場進入模式以及產品國際行銷方式。期望此研究結果能為未來研究提供遊戲平台企業在國際化進程中應具備的動態能力和如何使用這些能力提供理論基礎。

Abstract

Theories of internationalization strategies and dynamic capabilities have been used in studies on technology industries, but rarely in a relatively new industry like the game industry. Specifically, studies have rarely addressed game platform companies’ abilities of resource integration, cultural dissemination, and achieving economic benefits. In recent year, some scholars develop a new construct that they term “international digital competence” (IDC). This study addressed the following questions: how do game platform companies conduct their internationalization strategies? What dynamic capabilities do they possess? How are they able to possess such dynamic capabilities? A case study approach was used to analyze secondary data through the lens of internationalization strategies, dynamic capabilities, and platform management strategies. Four game platform companies were studied: Tencent Games, NetEase Games, Gamania, and WanIn International. The findings reveal that with abundant financial support and excellent talent teams, these companies leverage commercial development and strategic planning as dynamic capabilities, and adopt the strategy of mergers and acquisitions, or strategic alliances to enter the international market. Moreover, through novel commodity management thinking and cross-domain integration means, game platform companies leverage commodity IP operation and brand promotion as dynamic capabilities, and utilize existing IPs of major international game producers or develop their own exclusive IPs to promote their products in international markets. Thus, this study identified the dynamic capabilities of game platform companies, international market entry strategies, and approaches for promoting their products in international markets. These findings can provide a theoretical basis for future research that further distills the dynamic capabilities that game platform companies should possess in their internationalization processes and how to utilize such capabilities, especially in other regional contexts and gaming markets.

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