Online Game Customer Value Perception Elements Of Empirical Research

since that shengda internet company introduced online-game "legend" into china mainland in 2001, which caused the first high tide of online-game, this new-born thing has been growing more and more fast in 5 years, and gradually develops from no-order to order. The more and more severity of competition enlarges the marker crisis of online-game, and how to win competition advantage in this fight has become a difficult problem for companies to solve. From twenty century ninety decade, academic circle has carried through a series of researches to find a way to competition advantage ,and with its use cognized , customer value (CV) has become the focus field attended by marketing researchers and managers of enterprise. CV has been regarded as a new resource of competition advantage.This paper tries to study online-game by CV, and focuses on the demonstration research of online-game CV management in view of the customers. In order to make research more pertinent, this paper pickes MMORPG as the study thing because of its most attention paied by players. Paper uses theory of management science, marketing, economics and behavior science. Based on a great deal of investigation, the paper analyzes the conception of online-game and online-game CV and academic explanation, online-game CV evaluation, and online-game CV management.First of all, based on predecessors' research, this paper studies the conception and theory of online-game , CV, and online-game CV. In addition, this paper analyzes the online-game CV through some correlative economic theories .they are internet effect theory and customer locked theory.Secondly, paper analyzes online-game CV evaluation system in view of the players through investigation and fact analysis. There are four first-class elements named as "experience", "service", "relationship", "cost" and fourteen second-class elements"content" , "adaption", "challenge", "communication", "service", "environ ment","response","security""technology-sustain""cooperation""credit-standing""effic iency""money cost" "no-money cost" composed of this system. And gets the weightiness of all elements by probability computing. In addition, paper proves that there are individual character through the variances analysis between online-game CV elements and the customer's individual characteristics, and the partial correlation analysis between online-game CV elements and customer's behavior characteristics.Finally, paper has researched the difference of value evaluation between two kinds of core-player: senior player and crazy player, and between male player and female player, then classes the online-game CV into three categories. Based on the status quo of internet game industry, we put forward the policies and methods of online-game CV management and core-player management.