A Research On The Operation Of China Online Game

Though Online Game just came into blossom a few years ago, its has not only strongly promoted the growth of Wide Band, but also brought along the development of communication, information, publishing and all of other relative industries. While online game is rapidly developing, we still can't have a good idea of what online game is, or how we should operate, or what policy we ought to constitute. Further, how an online game company deals with relationships between development, operation and distribution and sets up the suitable operation method has become one of the most boring problems for online game companies Hereby, the Operation of Online Game is mainly discussed in the paper. The discussion consists of four chapters. In the first chapter, the history of online game is introduced at the beginning, and then its three main characteristics,sociality, creating, culture expansibility,are educed by comparing game definitions of China and foreign countries. Therefore, the conclusion that online game is a more advanced culture media is proven through comparing online game and other culture media.In the second chapter the current situation of online game in China is demonstrated. Firstly, the market size and trendy is showed; secondly the player structure and its trendy and its characteristics of demands are listed to show that players of online game have strong desires of communication.In the third chapter, the industry structure of online game is analyzed. First, the competition pattern, and structure of the industry chain and seven main operation methods are discussed. Second, an analysis of the popular operation method, agent method, indicates that the method can result in bubbles in the online game industry. Hereby a reform in the operation method is needed. Thereby, two ways are put forward to reform the current agent method with reviewing the operation management of foreign online game. One is that operators amalgamate developers upward, or just the contrary, developers amalgamate operators upward by the means of incorporation, joint venture, or research independently. Hence the chain of development can be best consistent with the chain of operation. The other is to force developers to accord with operators by means of combing lots of agents into a few and monopolizing the market. At last, the paper briefly introduces how an online game should be operated from the very beginning of marketing investigation, to negotiation, to preparative for operation, to formal operation. As an addition, two critical questions of selecting products and marketing are also explained.