| With modern economy and society growing fast, people start looking for more diversified emotional lives after their basic need of substantial lives is met. While online game gradually become another amusement and leisure style following film and TV and is truly paid more and more attention which is due to the continually maturation of international techniques and the rapid development of wild screen techniques. Only in 2010 first quarter, the market scale of online game in China was up to 7920 billions, with an YoY growth of 28.7%, and an increase of 9.1% compared with previous quarter. Therefore, online game has gradually became into an emerging industry which has vast potentials and broad market prospects, and an almost most important pillar industry of Chinese internet.Online game provides an virtual society environment, with which dreams would become ture which properly will not be true in reality, and which could improve team cooperating awareness and meet the players' special psychological needs. Meanwhile, in order to own more faithful players to be spurred to turn to perpetual payment, Internet game companies have to adopt proper marketing strategy which centers around the experiential values of players to achieve goal which maximized values of players.Hence, the first consideration for all kinds of internet-relative company which focus on game RD and operation is to know about the integrant parts of online game players'values and to transform previous traditional marketing mode. Only in this way can the company satisfy their customers and achieve more which by objective promotes the whole industry healthy development.Now, the research on online-game consuming behavior clearly lags the development of the industry, the relative theory still fail to meet the needs of its speedy development, and customer value mode that would suit the trend is a burning question for all researchers. I hope this thesis could provide some reference values. Here the thesis take the large-scale cosplay game which attracts most players' attention as an example, and analyze integrant parts of online game players'values which based on a deal of survey, put forward several integrant dimensions which involves in custom-values theory, custom-values measurement mode, experience economy and the game consumers psychology and behavior to provide some references for game RD institute and operator.The thesis is beginning with the experiential feature of online game, digs motive and need of the customers via analysis of the consumers psychology and behavior and other existing theoretical bases, and advances the perceptive values mode of the players. The thesis integrates online-game experiential values into the experience in reality and virtual environment, discuss this special consuming behavior, and raise online-game customer values mode centering with players' experiential values and perceptive values.In the thesis, the author first sorts out a good deal of relative documents, and collects 43 variables through second-hind data and face-to-face or online interview players. After the first factor analysis, obscure explanations and less relative coefficient are deleted, only 17 indices are selected. Then the author use the factor analysis again and 4 integrants of customer value are left after combination through vast amount of designed questionnaire surveys, they are self-value realization, asocial interaction, cosplay role development and leisure & amusement. The result will take the role in modifying and optimizing existing marketing mode, and establishing online-game marketing system which aimed at improving the players' experience values and centered with satisfying the players'perceptive values. |
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