目录
摘要Ⅲ
关键词Ⅲ
AbstractⅣ
引言
一、引言1
二、文献综述与概念界定1
（一）国外文献综述1
（二）国内文献综述2
（三）相关概念界定2
1.商业模式3
2.共享经济3
3.共享游戏商业模式3
三、分析框架与数据来源4
（一）分析框架4
1.分析方法4
2.技术路线4
（二）问卷设计5
1.问卷调查对象的选择5
2.消费者共享意愿影响因素的选择5
3.问卷的问题设计5
（三）数据来源6
1.理论分析的数据来源6
2.实证分析的数据来源6
四、共享游戏推广的实证结果与SWOT分析7
（一）游戏行业现状分析7
1.游戏市场现状及发展趋势7
2.游戏账号租赁行业现状9
3.游戏盈利模式现状11
（二）消费者共享游戏意愿调查结果分析12
1.信度分析12
2.效度检验和因子分析12
3.回归分析14
4.描述性统计分析18
5.交叉分析20
6.调查结论21
（三）游戏企业推广共享游戏的SWOT分析22
1.推广共享游戏的机遇22
2.推广共享游戏的挑战22
五、研究结论与政策建议24
（一）研究结论24
（二）政策建议24
1.进行共享游戏的市场宣传和市场调研24
2.加强与第三方租赁平台的合作24
3.完善共享游戏的监管制度和交易流程25
4.提高游戏质量，注重玩家游戏体验，建立游戏社群25
（三）研究局限25
参考文献25
附录 调查问卷27
致谢29
共享经济在网络游戏行业推广的可行性探讨——基于南京高校学生为调查对象
摘要
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随着互联网技术的发展和人们共享消费观的形成，各种共享经济商业模式不断被开发出来，涌现出许多共享产品，如共享单车、共享汽车、共享充电宝、共享房屋等，为人们的衣食住行提供了诸多方便。网络游戏作为精神消费品，能否开展共享模式，行业内对此的相关研究较少，游戏的共享还处于探索阶段。本文采取理论与实证相结合的方式，探寻共享经济在网络游戏行业推广的可行性。首先从共享经济的理论出发，结合共享经济和游戏商业模式的研究文献，创新性的提出了“共享游戏”的概念。然后分析了游戏行业发展趋势、游戏租赁市场现状和游戏行业传统的盈利模式，作为开展共享经济的研究基础。再以南京高校学生为研究对象，调查了该学生群体的游戏共享意愿，并结合调查结果对游戏厂商推广共享游戏进行SWOT分析，最后对游戏企业如何推广共享经济提出了建议。通过分析，本文发现了游戏行业在推广共享经济时面临的共享经济立法不完善、消费者游戏共享消费观未普及、行业竞争压力大、共享市场管理不规范等问题，认为共享游戏市场潜力巨大，但推广的时机尚不成熟，需要进一步发掘市场。
DISCUSSION ON THE FEASIBILITY OF SHARING ECONOMY SPREADING IN THE ONLINE GAME——BASED ON THE INVESTIGATION OF STUDENTS IN NANJING’S UNIVERSITIES
ABSTRACT
With the development of Internet technology and the formation of peoples sharing consumption concept, various Sharing Economic Business Models have been developed,and many sharing products have emerged, such as Sharing Bicycle, Car Sharing, Shared Charging Treasure,House Sharing and so on,it provides many conveniences for peoples living and traveling. As a spiritual consumer goods, Online Game can be carried out to share the model, the industry has less relevant research, the sharing of games is still in the exploratory stage. In this paper, the theory and empirical approach to explore the Sharing Economy in the online game industry to promote the feasibility. Firstly, based on the theory of Sharing Economy and the research literature of Sharing Economy and game business model, the concept of "Sharing Game" is put forward innovatively. Then it analyzes the development trend of the game industry, the current situation of the game rental market and the traditional profit model of the game industry. Taking the students of universities in Nanjing as the research object, this paper investigates the willingness of this group of students to share games, and carries out SWOT analysis on the promotion of shared games by game manufacturers based on the results of the investigation, finally, some suggestions on how to promote the Sharing Economy are put forward. Through the analysis, this paper finds that the game industry is faced with some problems when it promotes the sharing economy, such as the imperfect sharing economy legislation, the nonpopularization of consumerssharing consumption view, the heavy competition pressure in the industry, and the nonstandard management of the sharing market, etc. , think share game market potential is huge, but the opportunity that popularizes is not ripe, need to excavate market further.

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