臺灣線上遊戲公司價值轉移之個案研究－－融合內部能力與企業網絡觀點

A Case Study of Value Migration Processes within a Taiwan Online Game Company-Integrating Firm Capabilities and Business Network Perspectives

本研究以「內部資源能力」與「企業網絡關係」等多元觀點，對「台灣線上遊戲公司」的經營歷程進行探究分析。研究透過「歷史資料收集」與「深度訪談」等方式蒐集田野資料，進而從中理解該公司創造經營優勢之寓理。研究發起動因有二：其一為「線上遊戲產業」在亞洲市場快速崛起，市場機會與威脅與日俱增，如何在逆境中掙得競爭優勢是經營的關鍵課題；而個案公司從單機遊戲跨入行銷、營運、研發乃至發展海外市場之歷程對相關企業有重要啟迪意義。其二在探討競爭優勢的形成因素。過往對此議題探討多持「內部資源能力」與「企業網絡結構」分立觀點；本研究加入融合觀點，以促進理論應用範疇與意涵。研究顯示：個案公司「線上遊戲事業經營」能持續創造與維繫企業競爭力，關鍵在於透過「內部資源能力」與「企業網絡結構」兩構面不斷交互促進的管理模式所致。其說明，線上遊戲公司可以透過內部多元核心能力團隊養成與外部同業或異業結盟等雙軌策略，提升經營績效。同時，其亦能藉助企業網路效率提升，促進組織動態能力發展，進而促進經營效能。

In this study, we adopt multiple perspectives, including the views of both internal firm capabilities and business network structure, to explore the shifting process of value migration illustrated by an online game company in Taiwan. The research was conducted through the methods of both qualitative data collection and in-depth interviews to extract and confirm the concepts that how the online-game company sustains its continuous competitive advantages. The motivations for this research are: First, the online game industries in Asia countries are fast growing accompanied with fierce competition and increasing threats. How to create and sustain the competitive advantages is the critical issue for online-game vendors. The case company analyzed in this research inspired us how a pc game product dealer extends into different value chain areas of online game industry, which include marketing, operation and R&D activities, simultaneously expanding into oversea markets. Second, prior researches mostly take the isolated viewpoint, as either internal firm capabilities or business network perspective. In this research, we take an infusion approach to integrate the both perspectives and enrich the scope and meaning of the applied theories. The research results indicate that: the key factor for the case company to sustain competitive advantages is to adopt a specific management model, which acquires the benefits from the interaction between internal firm capabilities and business network structure. This convergence behavior expanded its capabilities through the sustained activities of restructuring, development and innovation, which are stimulated by internal and exogenous environments. The value migration progress resulted in the synergy of dynamic capabilities. In addition, the research results show that the infusion approach with multiple perspectives closers to reality and discover more management practices of the online game industry.