中国网游市场顾客价值构成要素探测

运用顾客价值理论和顾客价值测量模型、从体验经济和网络游戏玩家的消费心理的角度,对中国网络游戏顾客价值构成要素进行了探测。通过对文献资料的搜集、整理和对游戏玩家的深度访谈,形成17个网络游戏顾客价值基本元素,并通过对300个样本问卷调查结果的统计分析,归纳提炼出中国网络游戏顾客价值四大构成要素:即自我价值实现、交往互动、角色发展和休闲娱乐,其中每个要素又包含若干个可解释变量。本研究结论对网络游戏商家建立以提高玩家体验价值为目的和满足玩家感知价值为核心的网络游戏营销体系具有一定价值。

A Probe into Key Elements of Customer Values on Online Games Market in China

Using customer value theory and customer value measurement model from the perspectives of experience economy and consumer psychology,this paper studies the key elements of customer values on the online game market.Through the literature review and the in-depth interviews,this paper identifies 17 basic elements of customer values for online games.Then by analyzing the research data from 300 questionnaires,this paper refines the basic elements into four main aspects: self-worth realization,player-to-player interaction,virtual role-play development,leisure entertainment.Each of these four aspects includes several explainable variables.The results can help the online game companies to develop a marketing system that focuses on enhancing the customer experience and satisfying the perceived values of game players.