The Research on The Strategy of Building Channel in Taiwan Game Industry ¡X The Case of Company G.
In 2000, the e-Commerce environment in Taiwan was still under development, and many Internet businesses were trapped in the crisis of dot.com bubble. One of the key factors is that the delivery of internet service and the fee charging methods had not been operated efficiently, due to causes of limited bandwidth, consumers¡¦ unfamiliarity with the internet services, and unsophisticated payment tools. However, the online game industry in Taiwan was not affected by the crisis, instead, related businesses emerged quickly. When facing the same e-commerce and network environment, how did the online game industry establish its channels and offer effective internet service and payment methods to help the consumers completing the product acquisition and transaction is a topic worth studying.
Therefore, this research reviewed the market survey statistics and literatures concerning the internet development in Taiwan from 2000, and generalized the causes of the prosperity of online games in distribution channels, when e-commerce failed to develop. The research method was qualitative interview with the senior manager of G company, a representative company of the online game industry, and the senior supervisors of the channel strategy plans, in order to develop the channel distribution strategies of this case company.
The key information obtained from interviews included:
1) understanding the channel distribution strategies of G company at that time;
2) establish the interconnected strategy activity system based on the channel strategy;
3) record the achievements of the channel strategies implemented by G company.
Besides using qualitative interview to learn about the channel establishment strategies of G company, this research also probed into how the strategies could solve the problems of e-commerce at that time. Lastly, it proposed several suggestions to the innovative thinking and improvement of G company and online game industry, based on the development of the online game industry and future of e-commerce, in order to contribute to the channel establishment of the company and the industry.
Keywords: online game, e-commerce, channel establishment strategies
Advisor:Pei-how Huang; Jun-ying Huang; Jason H. Huang
School:National Sun Yat-Sen University
School Location:China - Taiwan
Source Type:Master's Thesis
Keywords:e commerce channel establishment strategies online game
Date of Publication:08/14/2008