Chinese network game service lack of awareness or norms

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Shanghai Information Service Industry Association proposed and drafted the domestic first and online game-related local standards: "Network Game Service Specification" (hereinafter referred to as "norms"). The "code" for people more concerned about the issue of casual game account, requiring the enterprise to explain the cause of the outage and the violation or the description of the dispute record, provided to the relevant institutions for review, and as a basis for quality of service assessment. The introduction of "norms" will undoubtedly be the current operator-led market position has a certain binding role to promote the improvement of service quality of operators, at the same time we also have to realize that the Chinese network game service problems are not limited to account, although the "norms" for the qualification, service time, etc. But it is the key to improve the service, win the users and how to improve the service consciousness of the whole network game operators.

The competition of online games has turned to spell service

Network game after more than 10 years of development, different periods of competition are also changing, the early domestic online game competition is mainly focused on products and operations. With the explosive growth of China's online game market, the expansion of each company's revenue scale and the listed financing of major companies, the role of capital in online game competition is becoming more obvious. On the current market situation analysis, with the network game products and the increase in the number of manufacturers, "service" to each operator in the role of the competition gradually emerged. According to the CNNIC analysis of the network game users, the game security, low customer service quality, plug-in games, such as "external factors" has replaced the game "its own factors" has become the user loss of the main three reasons, of which the low quality of customer service impact ratio of up to 74.2%. This shows that relying solely on the product itself to win users more and more difficult, product competition, marketing in the future of China's online game market impact will weaken, replaced by the quality of service will be good or bad.

Restricting the closure of the account does not solve the problem

The introduction of "norms" in Shanghai will undoubtedly promote the service quality of network game operators, but the actual impact on users will not be great. "The specification" clearly for the operator to stop the account of the behavior of the constraints, but for most users have a direct impact, the operator to stop the account on the one hand due to the game itself operation problems, on the other hand, due to user use problems, but the probability of two conditions relative to the overall Chinese online game market is very small, Often appear in the operator policy adjustment, game outage and the user improper enrichment and other reasons caused, therefore, for most players, there is no impact; however, it should be noted that the problem of Chinese online game service is not just "closure account", there are virtual transaction disputes, items stolen, network is not smooth and many other problems, As a result, there is still room for improvement in the code.

"Standard" for small and medium-sized manufacturers pressure greater

Analysis of the institutions involved in the formulation of norms, we can find that the "norms" is the Shanghai Information Services Industry Association Grand Network, Long Tour network, the Nineth city, 5173 and other online games enterprises, jointly drafted and formulated. In other words, in addition to industry associations and 5173 accidents, are in Shanghai and even the country a number of "leading" enterprises, these enterprises in the service has a sound system, compared to other small and medium operators have advantages, and for small and medium-sized manufacturers, if in accordance with the "norms" such as " Online games service enterprises should provide users with not less than 8 consecutive hours of communication services every day, among them 10 to 17 points must provide the communication service "and so on the provision service, inevitably will cause the cost to increase, moreover the regulation is the self-discipline rather than the law, therefore, this article to the Shanghai Small and medium-sized manufacturer's execution intensity still waits to observe."

To be conscious or to regulate

Network game operation has become the industry consensus, but because of the number of small and medium game operators in the industry, coupled with the early market competition more focused on products, most operators for marketing investment is much greater than the investment in services, and does not reflect the nature of the services: quality of service; And this situation relies solely on industry norms and cannot be completely pitted against as users of the use of game products in depth and the expansion of the choice of space, operators will be greatly increased attention to services, otherwise, will face the danger of elimination, and effective service, should be derived from the operator's service awareness, not the industry norms of mandatory requirements.

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