摘要网络游戏的市场属于多边市场，大体可以分为免费玩家和付费玩家，游戏运营商实际是以从付费玩家得到的盈利来补贴免费玩家，虽然付费玩家才是运营方所重视的目标群体，但只有吸引到足够的玩家，虚拟社区的人气才可以得到提升，免费玩家才更愿意升级到付费玩家。47878

玩家数量是平台最为看重的指标，也就是说，如何吸引玩家是盈利的前提条件，而免费则是吸引用户最直接的手段。在免费商业模式中，“免费”是先决条件，首先通过“免费的游戏”增加消费者的使用欲望，减少使用风险，再加上口碑效应，从而建立庞大的用户群体。然后通过提供“付费用户特权道具”的方式，提升潜在消费者对增值服务的需求，吸引潜在付费用户付费购买增值产品服务，最终达到盈利。

在案例分析阶段，从多角度对免费商业模式的应用模式进行评价和改进建议。希望通过本文为免费商业模式在网络游戏中应用提供新的发展视角。

Abstract: The network game market belongs to the multilateral market, can be roughly pided into free and paid game player game player, game operators are free to pay subsidies to game player from the game player to get profit, while paying attention to game player is the operator of the target group, but only enough to attract the game player, the popularity of virtual community can get promoted free, game player is more willing to upgrade to a paid game player.

The number of game player is the most important index of the platform, that is to say, how to attract game player is a prerequisite for profitability, and free is the most direct means to attract users. In the free business model, "free" is a prerequisite, the first increase in the desire of consumers to use the "free play", to reduce the use of risk, coupled with the reputation effect, so as to establish a huge user groups. And then through the provision of "pay per user privilege props" way, enhance the potential consumer demand for value-added services, to attract potential subscribers to pay for value-added products and services, and ultimately achieve profitability.

In the case analysis, evaluation and improvement suggestions on the application mode of the free business model from multiple perspectives. Hope that through this article for free business model in the network game application provides a new development perspective.

毕业论文关键词：免费商业模式；增值服务；网络游戏

Keywords: Free business model；Value added services；network game

目录

1.引言 5

1.1研究背景 5

1.2研究意义： 5

1.3国内外研究现状 5

1.3.1国内研究现状： 5

1.3.2国外研究现状： 6

1.4研究目标及研究内容 6

1.5研究方法 6

2.免费商业模式研究在网络游戏中的应用研究 7

2.1免费商业模式概述 7

2.2免费商业模式在网络游戏中的应用策略 7

2.3 IB模式在网络游戏中的合理性 7

3.问卷调查结果分析 8

3.1问卷的设计 与实施 8

3.1.1问卷内容 8

3.1.2问卷调查的实施