广州移动游戏类业务分析

2013年广州移动流量经营项目研究报告-游戏类业务分析广州瀚信通信科技股份有限公司撰写人：保密级别：文件编号：审核人：日期：2013-12-1版本：V1.0页码：2/172013年广州移动流量经营项目研究报告-游戏类业务分析日期：2013-12-1页数：2目录1.背景····························································································································································31.1移动互联网行业背景·······························································································································31.2通讯行业背景···········································································································································31.3“流量经营”背景···································································································································32.方案概述····················································································································································42.1.分析目标···················································································································································42.2.分析时段、范围及数据源·······················································································································42.3.分析思路及分析方法·······························································································································52.3.1.分析思路···········································································································································52.3.2.分析方法···········································································································································63.方案内容····················································································································································73.1.游戏类业务热点分析·······························································································································73.1.1.热门游戏网站排名TOP20···············································································································83.1.2.热门游戏业务排名TOP20···············································································································93.1.3.游戏类业务网站流量价值分析·····································································································113.2.多维关联分析·········································································································································133.2.1.游戏类业务关联分析·····················································································································133.2.2.终端业务关联分析·························································································································153.2.3.用户业务关联分析·························································································································164.总结··························································································································································16撰写人：保密级别：文件编号：审核人：日期：2013-12-1版本：V1.0页码：3/172013年广州移动流量经营项目研究报告-游戏类业务分析日期：2013-12-1页数：31.背景1.1移动互联网行业背景在移动互联网爆发的背景下，国内手游呈现快速增长态势。据中国游戏产业最新调查报告显示，2013年上半年，中国移动网络游戏用户规模较去年上半年增长119.3%。经历着快速变革的手机游戏，跨界合作逐渐成为一种趋势。在近日的ChinaJoy高峰论坛上，游戏与影视联姻便成为本次论坛讨论的焦点话题。如今，智能手机已逐渐由通信终端转变为娱乐终端，这为手机游戏带来良好的发展契机，随着业内引来跨界组合，或促进手机游戏又一轮井喷。1.2通讯行业背景根据工信部最新数据，国内移动通信行业的发展现状主要呈现出“用户、收入齐增，但增速不均；传统、数据业务并存，但趋势迥异”的特点，具体表现如下：1、截至2013年7月31日，中国移动互联网用户规模达8.20亿户，对移动电话用户的渗透率达到69.2%，其中3G上网用户比重突破30%。2、数据业务收入方面，根据中国移动2012年财报显示，无线上网业务已成为中国移动收入增长的主要驱动力，其流量比上年增长187.6%，收入比上年增长53.6%。3、传统业务方面，2013年上半年中国移动语音业务收入首次出现下降，同比下降20.56亿元，降幅为1.2%；短信业务方面，2013年上半年同比下降12.27亿元，降幅较2012年相比进一步扩大，达到5.5%。1.3“流量经营”背景在认清未来通信发展主流趋势的基础下，在充分借鉴国内外相关同行经验的前提下，结合自身优势，中国移动集团提出了“存量经营”、“流量经营”、“集团客户经营”三大驱动力。其中“流量经营”正是解开自身移动互联困局的一把钥匙。撰写人：保密级别：文件编号：审核人：日期：2013-12-1版本：V1.0页码：4/172013年广州移动流量经营项目研究报告-游戏类业务分析日期：2013-12-1页数：4“流量经营”内涵解析如下：目的：释放流量价值。尤其是释放流量中隐含的行为数据价值和内容数据价值。方向：扩大流量规模、丰富流量内涵、提升流量层次。手段：扩大流量规模-业务与用户间的双向推广带来底层流量规模的扩大，即通过顶层的业务应用经营推动底层的流量经营。丰富流量内涵-通过提供个性化供给，实现流量内涵的丰富。提升流量层次-针对不同时间、地点、用户、场景，以智能管道为手段，提供异质化的流量服务，从根本上提升流量层次。2.方案概述综上所述，三大背景可简单概括如下：1、在移动互联网用户群体中，手机游戏行为典型、重要性高；2、数据业务即将并且已经开始成为拉动中国移动持续增长的重点；3、通过“流量经营”从“总量”，“内涵”，“层次”三个方面全面支撑数据业务营销已迫在眉睫，刻不容缓。2.1.分析目标在上述三大背景下，在广东移动“全面开展流量经营”的大方向下，结合广州本地数据业务结构和人群构成的特点，确定分析目标如下：以“游戏业务”为核心维度，开展覆盖时间、地域、用户、终端四个维度的多维关联分析，旨在充分融合“业务现状”，“网络质量”，“用户属性”，“终端属性”等多方面因素，全面、精确、有效地为针对移动游戏业务的市场营销工作提供数据支撑工作。2.2.分析时段、范围及数据源分析时段：2013-10-1713:00~14:00撰写人：保密级别：文件编号：审核人：日期：2013-12-1版本：V1.0页码：5/172013年广州移动流量经营项目研究报告-游戏类业务分析日期：2013-12-1页数：5分析范围：本报告分析范围涵盖广州下属全部小区，包括主城区及下属市县。数据源：广东省公司Gn平台广州地市2013-10-1713:00~14:00CDR数据广州TD终端营销宽表-10月；(缺)广州2/3G共覆盖列表-10月；(缺)基站镇区描述表10月份数据；(缺)2G工参表；(缺)3G工参表；(缺)省公司终端属性表；(缺)省公司终端识别表(缺)2.3.分析思路及分析方法2.3.1.分析思路本专题开展的核心分析思路为：由浅入深，由简单到复杂，由单维度分析到多维度分析，务必保证分析过程：逻辑关系紧密，避免主观主义；因素考虑全面，避免疏忽缺漏；数据使用准确，避免异常错误；具体内容如下：1、通过“热门游戏网站排名TOP20”，“热门游戏业务排名TOP20”，及“游戏类业务流量价值”分析四个主题从热点聚焦及流量价值两个角度考察广州地市移动游戏业务现状。2、通过“游戏类业务关联分析”考察“使用其它业务”与“使用游戏业务”的内在关联性；3、通过“终端业务关联分析”考察“操作系统”、“屏幕尺寸”、“键盘类型”与游戏业务以及与用户排名TOP3游戏的内在关联性；4、通过“用户业务关联分