摘要
湖南斯普林科贸有限公司(简称斯普林公司)自从1996年以来一直是网吧行
业的软件系统服务提供商,在网吧欧亿·体育（中国）有限公司积累丰富的经验与口碑。近几年随着国内
娱乐平台市场的快速成长,特别是在国内网吧欧亿·体育（中国）有限公司有其巨大的市场容量和广阔的
市场发展前景,吸引了越来越多的厂家和商家进入到娱乐平台市场,斯普林抓住
自身的优势及娱乐平台在网吧市场的发展机会,在2008年成功推出斯普林娱乐平
台一一整合网络游戏、网络视频、音乐等在内平台软件产品。主要致力于服务1.63

亿中国网吧网民的娱乐需要,由网络游戏向其他服务延伸。通过近几年网吧渠道
客户推广,斯普林娱乐平台积累了 300多万网吧终端,并针对用户需求开展多项
增值服务,斯普林的增值服务是以什么样发展策略面临目前激烈的市场竞争既
有利于服务好上下游产业链,又有利于斯普林公司巩固其在欧亿·体育（中国）有限公司的优势,提高其
盈利能力,增进斯普林公司核心竞争力。

本文首先对斯普林公司娱乐平台现状进行分析,分别对其所处政治、经济、
社会、技术四个方面的宏观环境进行了分析,然后对公司娱乐平台增值服务的竞
争优势、劣势、机会和威胁以及娱乐平台目前存在几个问题进行了分析。紧接着
从娱乐平台用户群体规模、用户属性、用户娱乐需求等进行分析。在此基础上,
提出引导需求,实现更佳增值用户体验,拓展增值项目,加强对娱乐平台增值服
务控制,加快增值服务联盟的建设等策略。最后对上述公司增值策略实施后的效
果进行分析,发现斯普林公司能从细分市场上提高经济收益,更佳的增值策略组
合节省成本,为欧亿·体育（中国）有限公司树立标杆,娱乐平台增值服务能为帮助游戏商家拓展业务,
帮助网吧渠道发展事业,扩宽盈利,成为了一个客观、合理、可行的低成本、高
回报服务项目。

本文运用服务营销、运营管理等相关知识,结合相关实证研究,对网吧媒体
业务的宏观环境、竞争环境等分析的基础上,力求探讨现今斯普林公司娱乐平台
增值服务策略,其帮助公司决策层确立正确的娱乐平台增值策略指导思想,为公
司制定具体的适合增值服务方案,最终实现了用户、游戏商家、渠道客户、斯普
林公司四者共赢综合效益。

关键词:斯普林;娱乐平台;増值策略
工商管理硕」:学位论文

Abstract

Hunan the Spring Trade Co., Ltd. (referred to as the SPL) since 1996, has been a

the ISP software system of the Internet cafe industry, has accumulated a wealth of

experience and reputation in the Internet industry. With the rapid growth of the market

for domestic entertainment platform in recent years, especially in the domestic

Internet cafe industry has huge market capacity and broad market prospects, attracting

a growing number of manufacturers and merchants into entertainment platform market,

Split the forest seize the development opportunities of its own advantages and

entertainment platform in the market of Internet cafes, the successful launch in 2008,

the SPL entertainment platform - integrated online game platform software products,

including network video, music and so on. Committed to serving the entertainment

needs of the 163 million Chinese Internet cafes Internet users, online games extends

to other services. Cafes channels in recent years,consumer promotion, SPL

entertainment platform has accumulated more than 300 million Internet cafes terminal,

and the user needs to carry out a number of value-added services,value-added

services in SPL, facing fierce market competition based on what kind of development

strategyNot only conducive to the upstream and downstream industry chain, but

also conducive to the SPL company to consolidate its advantage in the industry to

improve its profitability and enhance the SPL company's core competitiveness.

This paper first analyzes the status quo of the corporate entertainment platform

in SPL each of its four macroeconomic environment in which the political, economic,

social,technical analysis, and value-added services for corporate entertainment

platform competitive strengths, weaknesses,opportunities and threats as well as

entertainment platform, there are several problems were analyzed. Next entertainment

platform user population size, user attributes, user entertainment needs analysis. On

this basis,the guide needs to achieve better value-added user experience, expanding

value-added projects, strengthen the control of the value-added services to the

entertainment platform, to accelerate the building of value-added services alliance

strategy. Finally, after the implementation of the above company value-added strategy

effect were analyzed and found to improve the economic benefits of SPL company

from market segments, better combination of value-added strategies to save costs and

to establish a benchmark for the industry, the entertainment platform for value-added

ill

斯普林公司娱乐平台增值服务策略研究

services to help the game businesses to expand business help Internet cafes channels

development career, widening earnings,as an objective,reasonable and feasible,

low-cost,high-return project.

In this paper, services marketing, operations management, and other related

knowledge,combined with relevant empirical research on the basis of the analysis of

the macroeconomic environment of the cafes media business,competitive

environment, SPL company entertainment platform for value-added services strategy

seeks to explore today, help corporate decision-making layer establish the right

entertainment platform for value-added strategy guiding ideology, specific fit for the

company to develop value-added services, and ultimately the comprehensive benefits

of the users,the game business, channel customers,SPL company four win-win.

Key words: Spring; the entertainment platform; value-added strategy

IV