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网页游戏web-game可行性研究报告.doc
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网页游戏web-game可行性研究报告.doc
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目 录
第一章 总论................................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ........................................................................................................................ 1
1.1 项目提要..........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................1
1.1.1 项目名称..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................1
1.1.2 建设单位概况..........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................1
1.1.3 项目概况..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................1
1.1.4 资金构成..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................3
1.2 可行性研究报告编制依据............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................3
1.3 主要技术经济指标..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................5
1.4 项目综合评价......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................6
第二章 项目背景............................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ........................................................................................................................ 7
2.1 项目的由来........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................7
2.2 项目建设的重要性与必要性及其意义................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................10
2.2.1 项目建设的重要性与必要性.............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................10
2.2.2 项目建设的意义.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................11
2.3 项目建设单位概况................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................12
2.4 项目建设区域及所在地概况.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................13
2.4.1 项目建设区域概况.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................13
2.4.1.1 自然地理条件.............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................13
2.4.1.2 基础设施.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................15
2.4.1.4 经济建设.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................23
2.4.1.5 历史沿革.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................30
2.4.2 项目建设所在地概况...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................35
第三章 市场分析............................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ....................................................................................................................... 37
3.1 概况.............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................37
3.3 项目市场分析.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................55
第四章 项目总体方案设计....................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ............................................................................................................................... ........................................................................................................................ 58
4.1 项目建设指导思想.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................58
4.2 项目规划原则.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................59
4.3 项目建设总体方案.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................61
4.4 项目建设内容.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................63
第五章 项目技术方案........................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ....................................................................................................................... 75
5.1 技术方案原则.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................75
5.2 生产技术.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................75
5.3 绿色准则.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................75
5.4 质量标准.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................78
5.5 质量标准.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................81
第六章 投资估算............................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ....................................................................................................................... 82
6.1 投资估算依据.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................82
6.2 项目建设投资估算.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................83
6.3 资金筹措.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................86
6.4 资金使用和管理...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................86
第七章 财务评价............................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ....................................................................................................................... 87
7.1 评价依据.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................87
7.2 基本数据.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................87
7.3 利润估算及分配...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................91
7.4 财务盈利能力分析.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................91
7.5 财务不确定分析...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................95
7.6 结论.............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................96
第八章 环境保护分析........................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ....................................................................................................................... 98
8.1 环境保护.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................98
8.2 节能............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................100
8.3 安全............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................101
第九章 项目风险及防范措施.................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ...................................................................................................................... 102
9.1 市场风险.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................103
9.2 筹资风险.........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................105
9.3 销售不确定性风险.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................106
9.4 项目开发的风险...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................108
9.5 成本控制的风险...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................108
第十章 组织机构与人力资源配置................................. ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ............................................................................................................................... ....................................................................................................................... 109
10.1 工程项目管理...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................109
10.2 组织机构......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................110
10.3 人力资源.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................110
10.4 员工培训.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................110
10.5 管理机构和设置.................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................110
10.5.1 组织架构...........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................111
10.5.2 岗位职责...........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................111
10.6 劳动定员.......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................122
第十一章 研究结论与建议....................................... ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ................................................................................................................................ ............................................................................................................................... ....................................................................................................................... 128
12.1 方案总体描述..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................128
12.2 结论与建议....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................128
12.2.1 结论...............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................128
12.2.2 建议...............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................129
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中国网页游戏可行性研究报告
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目录
第一部分 网页游戏调查背景 ..........................................4
1.1 网页游戏研究背景.............................................................................................................4
1.2 网页游戏研究范畴 ............................................................................................................4
1.2.1 产品研究范畴..........................................................................................................4
1.2.2 用户研究范畴..........................................................................................................5
1.3 网页游戏研究名词定义 ....................................................................................................6
第二部分 主要研究发现 ..............................................8
第三部分 网页游戏市场环境分析 .....................................10
3.1 中国网页游戏用户规模 ..................................................................................................10
3.1.1 网页游戏分类概述 ...........................................................................................10
3.1.2 总体网页游戏用户规模.....................................................................................10
3.2 分类型网页游戏用户规模..............................................................................................10
第四部分 网页游戏运营模式 .........................................12
4.1 运营模式分析...................................................................................................................12
4.1.1 联合运营...............................................................................................................12
4.1.2 独立运营模式......................................................................................................12
4.1.3 运营发展趋势......................................................................................................13
4.2 盈利模式分析 ..................................................................................................................13
第五章 网页游戏 PEST 宏观环境分析 ..................................15
5.1 政策环境 ..........................................................................................................................15
5.1.1 政府扶持文化产业 .............................................................................................15
5.1.2 网络游戏进入门槛提升......................................................................................15
5.1.3 网络游戏监管力度加大 .....................................................................................15
5.2 经济环境 ..........................................................................................................................16
5.2.1 经济危机对于网络游戏影响不大......................................................................16
5.2.2 游戏巨头进入行业加大竞争压力......................................................................16
5.2.3 相关互联网行业推动网页游戏发展..................................................................16
5.2.4 投资环境逐步改善 ............................................................................................17
5.3 社会环境 ..........................................................................................................................17
5.3.1 网民规模扩大,应用偏向娱乐..........................................................................17
5.3.2 网页游戏的媒体影响力加强 ............................................................................17
5.4 技术环境 ..........................................................................................................................18
5.4.1 三网融合成为网页游戏发展机会......................................................................18
5.4.2 Flash 技术提升网页游戏品质...........................................................................18
5.4.3 客户端网络游戏的技术升级冲击网页游戏......................................................19
第六章 网页游戏机遇与挑战 .......................................20
6.1 网页游戏市场机会 ..........................................................................................................20
6.1.1 社交网页游戏用户付费基础良好......................................................................20
6.1.2 手机 WAP 游戏的市场潜力待开发......................................................................20
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6.1.3 网页游戏的媒体价值潜力巨大..........................................................................20
6.1.4 2D 网络游戏用户基数较好 ................................................................................21
6.1.5 大型网络游戏与网页游戏融合..........................................................................21
6.1.6 跨平台合作有待挖掘 .........................................................................................21
6.1.7 单机网页游戏盈利模式变化创造市场空间......................................................22
6.2 网页游戏市场问题...........................................................................................................22
6.2.1 研发问题..............................................................................................................22
6.2.2 运营问题..............................................................................................................23
6.2.3 宣传问题..............................................................................................................24
第七章 网页游戏的分类以及分析 .....................................25
7.1 单机版网页游戏...............................................................................................................25
7.1.1 单机网页游戏简介..............................................................................................25
7.1.2 单机网页游戏分类..............................................................................................25
7.1.3 单机网页游戏利与弊..........................................................................................27
7.1.4 未来单机网页游戏发展空间..............................................................................27
7.2 社交网页游戏...................................................................................................................28
7.2.1 社交网页游戏简介..............................................................................................28
7.2.2 数款社交网页游戏成功和失败浅谈..................................................................28
7.2.3 未来社交网页游戏发展空间..............................................................................28
7.3 大型网页游戏...................................................................................................................28
7.3.1 大型网页游戏简介..............................................................................................28
7.3.2 数款大型网页游戏成功和失败浅谈..................................................................28
7.3.3 未来大型网页游戏发展空间..............................................................................28
7.4 网页游戏让我们了解到什么...........................................................................................29
7.4.1 网页游戏的潜力无限..........................................................................................29
7.4.2 我们在网页游戏上要发展的方向......................................................................29
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第一部分 网页游戏调查背景
1.1 网页游戏研究背景
中国网页游戏近两年发展迅速,尽管 在用户规模上与传统网络游戏还存
在很大差距, 但在我国整体网络游戏用户增长速度趋于放缓的情况下,网页
游戏却持续增长,已经成为带动网络游戏发展的新生力量。与此同时,网页
游戏出现了一些问题:首先,由于网页游戏的进入门槛相对于传统网络游戏
低,主要以中小企业为主,其自身原创力不足, 抄袭、复制问题严重,导
致盲目量产、同质化现象严重;其次,在发展过程中,企业缺乏清晰的盈利
模式,忽视社会责任和行业发展状况,仅仅考虑短期利益;第三,由于产 品
品质和服务等原因,造成个人用户生命周期短,更新换代速度过快,用户黏
性低。
在这种基础发展下,只要网页游戏有一个良好的筹备、策划和开发流程约束
下,它给带来的企业利润和社会财富将是巨大的。
1.2 网页游戏研究范畴
1.2.1 产品研究范畴
中国网络游戏产品按照不同维度分类也有所不同;按照中国网络游戏
市场特点,将网络游戏划分为三类:网页游戏(Browser Game)、大型多人在线
角色扮演游戏(MMORPG)、在线休闲游戏(Online Casual Game)详见下图
所示;本次产品研究范畴限定在网页游戏(Web Game/Browser Game)类型。
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