| With the improvement of people's living standards and the increase of social production capacity,people's leisure time is also increasing.Leisure and entertainment have become an important part of people's lives.With the development of tertiary industry,now the three major industries in our country have shown a"tertiary-secondary-primary,pattern,and the tertiary industry has accounted for more than 50%of GDP.As one of the major ways for leisure and entertainment,the Internet has emerged numerous opportunities for entrepreneurs.As an important branch of the Internet culture,the game industry has achieved rapid development in recent years.In 2017,the actual sales revenue of the Chinese game market reached 203.61 billion yuan,with a year-on-year increase of 17.7%.In recent years,the actual sales revenue of the game industry has maintained a high-speed growth rate.Even during the time of the 2008 global financial crisis,the year-on-year growth rate of actual sales revenue of the Chinese game market can even reach 72.5%,which shows that the game industry is developing rapidly.The huge game market has brought great profit opportunities to people.Many Internet giants have invested in the game industry.Therefore,what kind of games can bring lucrative returms to their investors has become an urgent problem to be solved.At present,most researches on games are based on the bases of Industrial Economics.They study the development status and direction of the game industry.Others base on Communication and Marketing,and a few study the evaluation of game companies.There is almost no research on evaluation of games.Therefore,this paper takes evaluation of games as the research point,and the TBCI model is introduced into the evaluation of games from the perspective of Brand Economics.At the same time,due to the particularity of the games,the value assessment model for games has included policy factors.The first chapter of this thesis is the introduction part.It mainly introduces research background and question presentation,significance of research,research ideas and methods,the research innovation and shortcomings.Then the second chapter of the thesis is a systematic review of past research.Since there is little research on evaluation of games,this part first introduces the theoretical research on the value of cultural products,and then introduces the research on evaluation of games and TBCI model.Then the traditional three major methods of value evaluation including the cost approach,the market approach and the income approach are compared with TBCI model to analyze which one is more suitable for evaluation of games,and the reason why the TBCI model is selected as the evaluation model is illustrated.The third chapter is the part of model construction.Firstly,I analyze the factors influencing the value of the game,and then I theoretically prove the rationality of applying TBCI model to evaluation of games.Finally,I introduce the dummy variable of policy factors.The fourth chapter is the empirical part of this thesis,I take Arena of Valor as an example to explain the process of TBCI model applied to evaluation of games and analyze the investment value of Arena of Valor.The fifth chapter is a systematic summary of this thesis and I also provide suggestions on how to improve the investment value of Arena of Valor through brand building based on the value appraisal results of Arena of Valor. |
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