论文总字数：20286字

摘 要

1998年注定是电竞史上不平凡的一年，随着《星际争霸》在韩国的上市，电子竞技产业开始慢慢构建。从所谓的“电子鸦片”、“不务正业”到现在的电竞产业，普通人看来是游戏但是越来越多的人开始接受他为一项体育运动，它不只是供人消遣，还是不少人维持生计的方式，3月初央视发布了名为《电竞青春》的视频短片，也为它正名。至2018年，整整20年过去，经过20多年的发展，电子竞技行业已经逐渐形成一条完整的产业链条。根据目前的产业结构来看，电子竞技产业可以分为三个部分。以研发，运营商和代理商为代表的上游领域，中间部分是赛事的参与者：各大俱乐部，最后则是针对产业链的用户生态企业。

纵览欧美、日韩的发展历程，电子竞技非常有可能成为21世纪的支柱产业。依据Newzoo对电竞市场的相关统计数据，2017年世界电竞产业获益至12.20亿美元，与去年相比升高35.6%。其中，我国电竞市场收益总额达3.62亿美元，占总量的15%，屈居第二，第一则是占比37%的北美地区。预估2018年该项数据极有可能达到9.056亿美元。至2021年，甚至可能增至高达16.5亿美元。2017年，从9月23开始，历经一个半月英雄联盟全球总决赛陆续在中国的四个城市举行，中国的电竞战队与电竞产业也以此为契机为不少圈外人所知。数据表明，2017年国内的电竞用户规模总数达2.5亿人，增长率超100%，达到105%；市场规模有655亿元之多。随着电竞市场热门产品的广泛推广，我国电竞产业市场在2018年将再次迎来春天，2018年中国电竞市场的用户规模预计可达3.1亿人；以此为据保守估计其市场规模将达863亿元。

本文采用比较分析法、案例分析法、文献研究法、观察法等，以英雄联盟为例，阐述了电子竞技产业链的含义和目前状况，研究对比了国内外状况，对其盈利模式进行可综合分析。并为使电子竞技产业能够得到更好的发展而提出现存问题和发展建议。

关键词：电竞，英雄联盟，产业链，盈利模式

Analysis on the Profit Model of E-Sports Industry

-- Taking Heroic Alliance As An Example

Abstract

1998 was destined to be an extraordinary year in the history of e-sports. With the launch of "Starcraft" in South Korea, the e-sports industry began to build slowly. From the so-called “electronic opiates” and “doing nothing” to the current e-sports industry, ordinary people seem to be games, but more and more people begin to accept him as a sport. It is not just for recreation, but quite a lot. In the beginning of March, CCTV released a video short titled “E-Sports Youth” and named it. By 2018, a full 20 years have passed. After more than 20 years of development, the e-sports industry has gradually formed a complete industrial chain. According to the current industrial structure, the e-sports industry can be divided into three parts. The upstream area represented by research and development, operators and agents, the middle part is the participants of the competition: the major clubs, and finally the user ecological enterprises aiming at the industrial chain.

   Looking at the development history of Europe, the United States, Japan and South Korea, e-sports is very likely to become the pillar industry of the 21st century. According to Newzoo’s statistics on the gaming market, the world’s gaming industry in 2017 has benefited to US$1.22 billion, an increase of 35.6% compared to last year. Among them, China"s gaming market revenue totaled 362 million U.S. dollars, accounting for 15% of the total, ranking second, with the first being North America accounting for 37%. It is highly probable that this figure will reach US$905.6 million in 2018. By 2021, it may even increase to as much as 1.65 billion U.S. dollars. In 2017, starting from September 23, one-and-a-half months of the League of Legends global finals were successively held in four cities in China. The Chinese e-sports team and e-sports industry also used this as an opportunity to be known to many outsiders. The data shows that in 2017, the total number of e-sata users in China reached 250 million people, the growth rate exceeded 100%, reaching 105%; the market size was as high as 65.5 billion. With the widespread promotion of hot products in the gaming market, China’s e-sports industry market will usher in the spring in 2018. In 2018, the number of users in China"s e-sports market is expected to reach 310 million; as a conservative estimate of its market size. Will reach 86.3 billion yuan.

   This article uses comparative analysis method, case analysis method, literature research method, observation method and so on. Taking the League of Legends as an example, it expounds the meaning and current status of the e-sports industry chain, compares the domestic and international conditions, and synthesizes its profit model. analysis. And to make the e-sports industry able to get better development, raise existing problems and suggestions for development..

Keywords: E-Sports，LOL，Industrial Chain，Profit

目录

摘要 III

Abstract III

第一章 绪 论 5

1.1 研究背景 5

1.2 研究目的及内容 6

1.3 研究方法及思路 6

1.4 论文框架 6

第二章 文献综述 7

2.1电子竞技的含义 7

2.2电子竞技产业链 7

2.3电子竞技与其他游戏的区别 8

第三章 电子竞技产业盈利模式 9

3.1电子竞技产业的形成 9

3.2国外电子竞技盈利模式 9

3.3国内电子竞技盈利模式 11

第四章 案例分析——以英雄联盟为例 14

4.1英雄联盟概况 14

4.2英雄联盟的盈利模式 14

4.3英雄联盟主要存在问题 17

第五章 从英雄联盟看整个电竞行业 18

5.1 电竞行业商业模式存在的问题 18

5.2电竞行业商业模式的建议 18

第六章 总结 20

致 谢 21

参考文献（References） 22

第一章 绪 论

1.1 研究背景

2017年，是电竞产业蓬勃发展的一年，王者荣耀、绝地大逃杀等游戏一时风靡，中国更是作为英雄联盟S7赛季全球总决赛的主场，在全国四个城市进行了不同比赛，创造了大量产值。这也吸引了政府的注意，开始创办多个电竞小镇，目前已知的创办城市有芜湖市、重庆市、杭州市、河南孟州市、湖南宁乡市、江苏太仓市等地。韩国是电子竞技产业的始祖，自第一届WCG自2000年举办以来，开始辐射世界各国。我国由于环境的大因素的电竞产业虽然起步较晚，但如今势头正猛甚至在未来一段时间有可能力压欧美赶超韩国。中商产业研究院2017年公布的《2018-2023年中国电子竞技行业市场前景及投资机会研究报告》数据表明，从用户规模来看2017年我国电子竞技用户规模总数达2.5亿人次，增长率高达105%。从目前的势头来看，电竞市场产品不断的更迭换代并获得广泛推广，我国电竞产业用户预测2018年将再次获得迅猛增长，预计在2018年我国电竞市场用户规模将达到3.1亿人次。

图 1.1 2015——2018年中国电子竞技用户规模及预测

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