盛大网络游戏免费模式研究摘要当今中国的网游行业可谓风起云涌。一方面，网游市场继续快速增长，市场总值已达349多亿。另一方面，网游市场竞争空前加剧，行业内同质化严重，导致玩家忠诚度下降，原有的运营模式受到了极大挑战。对此“免费”成为网游行业的一个关键词。做为网络游戏和新经济领域的领军企业，盛大自成立以来，主动转型，持续变革，其开创的“免费游戏，增值服务”的模式已成为网游行业的主流模式。本文对公司“盛大网络”进行分析，研究盛大游戏商业模式的发展，重点研究“盛大游戏模式—免费模式”；总结我国网络游戏运营商的一般商业模式，提出成功的商业模式—免费模式的基本条件和免费模式创新的途径。通过对盛大游戏免费模式的研究，希望对网络游戏产业产生影响以及有所启示，盛大网络游戏模式转变对于所处其他行业的企业发展也会有所启示。同时有助于我们把握网络游戏的未来走向；有助于理解网络游戏开发商、代理商获取利润的途径；有利于我国网络游戏市场的健康发展。关键词：盛大网络；网络游戏；免费模式FreePatternofShandaGamesAbstractChina'sonlinegameindustryoftodaycanbedescribedasturbulent.Ontheonehand,Onlinegamemarketcontinuestogrowrapidly,themarketvaluehasreachedover349million.Ontheotherhand,anunprecedentedonlinegamesmarketcompetitionintensifies,theindustryhomogeneityserious,leadingtodeclineintheplayerloyalty,theoldbusinessmodelhasbeenagreatchallenge.This"free"hasbecomeakeywordintheonlinegamesindustry.Asaleaderinthefieldofonlinegamesandtheneweconomy,sincetheestablishmentofSHANDAEntertainment,activerestructuring,continuouschange,itcreateda"freegame,value-addedservices"modelhasbecomethemainmodeoftheonlinegamesindustry.Inthispaper,wecarryontheanalysisofthecompany"shandanetworking",Weresearchthedevelopmentofcommercialmodeaboutshandaonlinegame,focuson"shandagamemode-freemode";Thepapersummarizesthegeneralcommercialonlinegameoperatormodel,thispaperputsforwardthesuccessfulbusinessmodel--freemodebasicconditionsandfreepatterninnovationapproach.Throughthestudyonthemodelofgrandgamefreeonlinegameindustry,andhopestoinspireinfluenceandmodelchanges,shandanetworkinggameinotherindustriesfortheenterprisedevelopmentwillalsogetsomeenlightments.Alsohelpsustograspthefuturedirectionofnetworkgame;Helptounderstandthenetworkgamedevelopers,agentsprofitapproach;Ourcountrytothehealthydevelopmentofthenetworkgamesmarket.Keywords：ShanghaiSHANDAEntertainment；Onlinegame；Freepattern目录1引言..........................................................................................................................................................12盛大网络相关背景概述................................................................................................................12.1盛大网络简介............................................................................................................................12.1.1公司概况.........................................................................................................................12.1.2盛大的产品和服务.......................................................................................................22.2盛大网络的成长历程...............................................................................................................22.2.1代理起家.........................................................................................................................22.2.2转变为具有自主知识产权的网络游戏公司..........................................................33解析盛大网络游戏商业模...