自從美國蘋果公司開啟行動虛擬軟體消費平台之後,由於行動虛擬遊戲軟體市場由於進入門檻較低,除了既有的遊戲軟體公司跨足來搶食這塊大餅,同時也創造了許許多多的小型行動虛擬遊戲軟體研發商爭先恐後的進入研發市場。加上行動虛擬軟體消費平台可直接銷售於全球,也導致所有軟體開發者直接面對全球性競爭,也導致經驗不夠的眾多小型軟體開發者還未實現夢想便面臨資金困難而倒閉或是解散。大型遊戲軟體開發者猛打低價策略攻佔市場,誤導小型軟體開發者在沒有確認便盲目跟進零元定價,雖然下載量較多,但是依據廣告點擊等微薄收入完全不足以負擔固定成本與開支,往往導致之後的資金周轉問題,面臨夢想結束或是等待被收購。
因此,本研究將以小型行動虛擬遊戲軟體開發者為主要研究對象,用系統動力學就其資金運作的流程來模擬不同的定價可導致的營收結果,尋求小型行動虛擬遊戲軟體開發者的單隻行動虛擬遊戲軟體之最佳定價區間,以期能實際協助小型行動虛擬遊戲軟體開發者在現實競爭下永續生存。

Since Apple's App Store was created, so many Indie game APP developers scrambling into this marketing by the lower entry. They try to service in this new field of science and technology by their passion, technology and innovation, but most of them fail because of money. The existing big game software company cross- platform into App Market, they use free price to enhance the visibility of company by pricing strategy. In addition to the App software of App Store can be sold straight in the world, led to all the game software developers and companys to directly face the global competition. How can Indie game APP developers do on pricing to make their small team continuing operations is the most important topic for them.
We use system dynamics to modal the Indie game APP developers Status, incluse their nternal capital flow, R & D organization, marketing organization and service organization. After repeated tests for the model, we hope to simulate the initial pricing of the most suitable Indie game APP developers survival. Expect this result can effectively reduce the risk of the Indie game APP developers ' business.

論文審定書 .......................................................................................................... i
誌 謝 ................................................................................................................... ii 中文摘要 ............................................................................................................. iii
目 錄 ................................................................................................................... v
第一章 緒論 ........................................................................................................ 1
第一節 研究背景與動機 ....................................................................................... 1
第二節 研究目的 ................................................................................................. 5
第三節 研究步驟與程序 ....................................................................................... 6
第四節 論文架構 ................................................................................................. 8
第二章 文獻探討 .................................................................................................. 9
第一節 行動虛擬軟體市場發展 .............................................................................. 9
第二節 定價策略 ................................................................................................. 20
第三節 長尾理論 ................................................................................................. 22
第四節 網路效應 ................................................................................................ 24
第五節 系統動力學 .............................................................................................. 27
第三章 研究方法 .................................................................................................. 30
第一節 資料蒐集與系統邊界設定 .......................................................................... 31
第二節 因果關係界定 .......................................................................................... 34
第三節 模型建構流程 .......................................................................................... 39
第四節 信度與校度驗證 ....................................................................................... 41
第四章 數位電玩產業模擬與分析 ........................................................................... 46
第一節 研究對象陳述 .......................................................................................... 46
第二節 行動虛擬軟體整體產業資料彙整 ................................................................ 48
第三節 獨立遊戲產業資料分析 ............................................................................. 53
第四節 模型建構 ................................................................................................ 58
第五節 信度與校度分析驗證 ................................................................................ 65
第六節 情境模擬與分析 ...................................................................................... 68
第五章 結論與建議 .............................................................................................. 75
第一節 研究結論 .................................................................................................. 75
第二節 後續研究建議 ........................................................................................... 76
參考文獻 ............................................................................................................ 78
附 錄 .................................................................................................................. 83

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