国际经济与贸易学院知识库

随着高速互联网连接、智能手机和平板电脑的广泛普及，以及基于网络游戏 的故事性、社会性、交流性等特点，网络游戏已成为当代人群社交互动、休闲娱 乐的主要方式，形成了一个庞大的、具有较大发展潜力的市场，在全球文化产业 中占据着可观的利润份额。网络游戏平台作为上游游戏研发商和下游终端用户之 间的桥梁，是整个游戏产业链的中枢环节，平台运营模式的选择不仅受到平台本 身产品分布、成本因素的影响，而且与连接平台两端的上下游环节息息相关，直 接关乎平台运营的效率和效果。Steam平台是全球游戏发行的代表平台之一，其 运营模式由最初的自主运营模式演变为第三方运营模式，目前已成为全球游戏资 源和用户数量最多、功能服务最完善的国际游戏平台，稳坐全球游戏分发市场的 头把交椅。追根溯源，其运营模式的合理应用和不断创新功不可没。因此，通过 对Steam 平台运营模式的研究，不仅可以丰富和拓展游戏产业领域的理论研究成 果，也可为我国腾讯、网易等网络游戏平台高质量发展提供经验借鉴。 本文以全球首屈一指的游戏分发平台——Steam平台作为研究对象，在梳理 现有相关研究文献的基础上，归纳产业链视角下游戏平台运营的理论基础与作用 机制，使用Steam官网、Steam Spy官网、Steam Database官网等提供的数据， 分析Steam平台发展现状、运营模式的演变，解构了产业链视角下Steam平台的 运营模式，并对照前述作用机制，结合Steam平台发展事实，进行机制检验，同 时以WeGame平台作为比较对象，从机制角度比较两个平台的运营效果，最后总 结全文并提出促进我国网络游戏平台健康发展的研究启示。 通过研究，本文得出如下主要结论：（1）产业链视角下游戏平台通过整合 优质资源、降低交易成本、界定下游用户等机制组合拳优化运营效能，该机制在 结合Steam平台运营数据检验后确认成立；（2）Steam平台的运营模式经历了 从自主运营模式到第三方运营模式的转变，依据网络游戏产业链的基本脉络， Steam 平台目前采用的第三方运营模式实现了游戏上下游端口的高效联动、游戏 资源的高质获取、交易成本的有效降低、用户规模的显著扩大；（3）与WeGame 平台相比，Steam平台在整合游戏资源、降低交易成本、精准定位用户方面更胜 一筹，这一点也恰如其分地证实了采用第三方运营模式的Steam平台在基于产业 链的整体框架下，高效联通游戏上下游端口，从而以卓越的成绩在全球游戏市场上占据一席之地。

With the wide popularity of high-speed Internet connection, smart phones and tablet computers, as well as the storytelling, sociality and communication characteristics of online games, online games have become the main way of social interaction and entertainment for contemporary people, forming a huge market with great development potential and occupying a considerable profit share in the global cultural industry. As a bridge between upstream game developers and downstream end users, online game platform is the central link of the entire game industry chain. The choice of platform operation mode is not only affected by the product distribution and cost factors of the platform itself, but also closely related to the upstream and downstream links connecting the two ends of the platform, and directly related to the efficiency and effect of platform operation. Steam platform is one of the representative platforms for global game distribution, and its operating model has evolved from the original independent operating model to a third-party operating model. At present, it has become an international game platform with the largest number of game resources and users in the world and the most complete functional services, and is firmly in the top position in the global game distribution market. Tracing back to the source, the reasonable application of its operating model and continuous innovation are indispensable. Therefore, the research on Steam platform operation model can not only enrich and expand the theoretical research results in the field of game industry, but also provide experience for the high-quality development of online game platforms such as Tencent and NetEase in China. This paper takes Steam, the world's leading game distribution platform, as the research object, summarizes the theoretical basis and action mechanism of game platform operation from the perspective of industry chain on the basis of reviewing existing relevant research literature, and uses data provided by Steam official website, Steam Spy official website, Steam Database official website, etc. This paper analyzes the development status of Steam platform and the evolution of operation mode, deconstructs the operation mode of Steam platform from the perspective of industrial chain, and conducts mechanism test based on the above-mentioned mechanism and the development facts of Steam platform. Meanwhile, WeGame platform is taken as the comparison object to compare the operation effect of the two platforms from the perspective of mechanism. Finally, the thesis summarizes the thesis and puts forward the research enlightenment on promoting the healthy development of Chinese network game platforms. Through the research, this paper draws the following main conclusions: (1) From the perspective of industry chain, the game platform optimizes the operation efficiency through a combination of mechanisms such as integrating high-quality resources, reducing transaction costs, and defining downstream users. This mechanism is confirmed after testing with Steam platform operation data; (2) The operation mode of Steam platform has undergone a transformation from independent operation mode to third-party operation mode. According to the basic context of online game industry chain, the third-party operation mode currently adopted by Steam platform realizes efficient linkage of upstream and downstream ports of games, high-quality acquisition of game resources, effective reduction of transaction costs, and significant expansion of user scale; (3) Compared with WeGame platform, Steam platform is better in integrating game resources, reducing transaction costs, and accurately positioning users, which appropriately confirms that the Steam platform using a third-party operation model effectively connects upstream and downstream game ports under the overall framework based on the industrial chain. So as to occupy a place in the global game market with excellent results.