征途董事长史玉柱ChinaJoy演讲
文章摘要：第五届中国国际数码互动娱乐产业高峰论坛在上海举行，这是个人才聚集的盛会，新闻出版总署署长、国内众多知名企业CEO纷纷登台演讲。征途网络科技有限公司董事长史玉柱ChinaJoy也做了精彩演讲。
今天很高兴能够在这里演讲，给我定的主题是关于市场竞争的。实际上做市场竞争这个报告是最有说服力的应该还是陈天桥。其中他的传奇已经6年了，现在还可以保持这样的势头，这么高的销售，陈天桥本人对市场的认识是比较深刻的。我觉得应该是在我之上的。既然安排我来做这个呢，我就谈三点关于我对这个市场方面的体会：
第一个，我想谈一下关于市场与研发的问题。在一个市场没有达到充分竞争之前往往是研发推动市场。以前是研发出什么产品了，那市场上就有什么产品，到了市场充分竞争阶段他们的关系出现了反方面，应该是市场在推动研发。或者是市场在拉动研发。我想现在已经进入了市场拉动研发的阶段。
我就举几个例子吧，毫无疑问3D的技术含量远远超过2D，但是市场上超过1百万在线的量都是2D的。25岁亿的人仍然首选2D，而不是3D，但是如果让研发人员开发一款产品选2D，还是3D呢，研发人员往往认为只做3D，不做2D，关于2D、3D的问题上跟市场就会产生矛盾，但是我认为未来的趋势还是以3D的市场为主，因为不断发展，还是以3D为主，但是此时此刻，还是以2D为主。
我们刚准备进网络游戏领域时，06年我们定的是2D，07年2D，08年我们推3D，我们现在也是这么做的。我感觉这样基本上可以跟市场的发展趋势相吻合。比如说3D，实际上3D的游戏我们开发进度已经超过了2.5D了。但是我们不能推，我们认为现在还不是时候，可能明年、甚至是后年我们认为3D市场才会比较成熟，这是一个例子了。
第二个，不是说你有这个技术中国的玩家就可以接受它，这个玩法上是需要进行调整的，玩家是需要培养的，是有一个过程的，但是现在有人做这个事我觉得非常好，因为是先做是先驱吧，可以普及一些知识，给后面的人总结一些教训。这也是非常好的一件事。但是未来我相信若干年以后3D它在中国应该是大放异彩的。所以我们成立了这样的部门，但是一直没有去做。
再举一个例子是关于市场和研发的例子。任何一款游戏你想迎合这个解决办法，要把这个区的人数放得多一点。在这里它不亚于3D的研发。你是在符合玩家的需求，政府的一个区实际上是传统的10区，这样的话就可以使每一个区在1万人以上的人在线，理论说是4万，实际上做到最高的是2.5万一个区，这样玩家就会觉得很热闹了。
像最初的时候我们上海有一个区，我感觉这样迎合了玩家需要热闹的市场需求。所以我认为在中国搞研发要多了解玩家的想法，策划人员多从市场上了解有关的信息来进行策划。
第三个，我要谈的是市场竞争归根到底还是人才的竞争。关于人才的问题无外乎有三个方面：找人、培养人、用好人。我认为在中国的网络游戏市场当中找人会比较难，我个人感觉挺难的，有的人可能还好找一些，比如说市场人员相对好找一些，研发人员就难了，尤其是研发的策划人员更难！
我在负责这个公司的时候，我就给人事部下过命令要找多少人，我招了几年以后我感觉也没有什么突破。后来我开的条件是你找得到一个好的，我给你1千万，就算这样他也没有找得到，但是我现在还在继续招，我感觉挺失望的，在中国网游行业的人才非常缺！
我刚才谈的是研发人才，实际上营销人才是不缺的。那营销人才难是难在培养和管理上。做网游我就有点朦了，这一块的管理有相当大的难度，我觉得员工向钱看比其他的行业更明显一些，所以给管理会带来不便，在培养人上面、用好人上、管理上，可能在管理方面还是需要做得更好一些，确实这方面有很多工作要做，而且我们有很多工作没有做好，但是归根到底吧一个公司要在市场上胜出，可能就是在人的根本问题上一定要做好。我想我们做了这个工作，但是离做的方面还是有很大距离的。
第四点，就是谈产品的生命周期问题。我下海差不多18年了，18年里我有接近10年一直在琢磨一个事，就是产品生命周期的问题。产品生命周期是我过去10年里所有考虑问题里最多的一个问题。
比如说刚做脑白金的时候，刚做黄金搭档的时候，别人说你的产品不可能过得了3年，因为是保健品不可能过3年，过了3年以后说一个保健品不可能过5年，主流是这样的概念，过了5年以后又改成7、8年，今年脑白金已经过了第10年了，而且今年上半年脑白金的销售额创造了历史的最高峰，打破了关于生命周期的一些定论。也就是说生命周期可以通过你的努力、通过你的思索来解决的。
同样地网络游戏来看，我进入这个行业首先关注的就是生命周期的问题，会不会哪一天就完了，当想明白的时候才开始做，所以人家问可以做多少年，我说做10年没有问题，不断研究过了以后，我突然发现网络游戏实际上是跟保健品行业还不一样，网络游戏是很长寿的，生命周期是很长的，凡是在线人数能够撑过一年的话，你看一下现在一个都没有死掉，像传奇已经6年了，现在每个月还在创造1亿多的销售收入。至少还没有下跌，在这样的情况下，它还可以保持这样的势头。中国网游历史上，只要过40万，而且1年之内没有掉下来的，就没有死的迹象，就没有衰退的迹象，所以我建议陈天桥应该教育教育华尔街的投资分析家们，他们为什么给中国网游企业这么低的信誉，原因他们认为网游产品做不长，应该教育教育他们，应该改变他们的观念。我感觉网游产品生命周期是众多行业里相当长的一个，属于老寿星级的。
最后呢，我再提一点建议。给各位领导提一个建议，我希望早一点能对网络游戏实行分区管理。妖魔化这个行业的特点呢，我认为还是在对未成年人的保护上，成年人的自控能力。最好是分一下哪一个游戏是一级的，哪一个游戏是二级的，哪一个游戏是三级的，这样一分了以后，对网络游戏妖魔化情况有所改变了。
比如说在搞防沉迷系统，未成年人上来第一分钟就疲劳了，打怪没有经验，我们还是要远离未成年人，从客观上来说未成年人的自我控制能力比较差，我们的游戏多少对他们是有一点影响的，我想我们还是要尽量在这方面多做一些工作，所以我希望国家早一点实施，这样我们就可以更轻松一点。好，谢谢大家。
Journey of chairman Shi Yuzhu ChinaJoy speech
Abstract: the Fifth China International Digital Entertainment Industry Summit Forum held in Shanghai, this is a talent aggregation event, the General Administration of press and publications, many well-known domestic enterprises CEO appearance in succession speech. Science and technology limited company chairman Shi Yuzhu ChinaJoy has made splendid speech.
Today I am very glad to be here to give my speech, the topic is about the market competition. Actually doing the market competition the report is the most convincing should or Chen Tianqiao. One of his legend has been for 6 years, can still maintain this momentum, so high sales, Chen Tianqiao's knowledge of the market is more profound. I think it should be in my top. Since the arrangements for me to do this, I'll talk about three points on the market:
First, I want to talk about market and development problem. In a market did not achieve full competition before is often driven market research. Previously developed what product, the market has what product, the market competes adequately stage their relationship appeared to oppose, the market should be in the promotion of research and development. Or is the market in stimulating research and development. I think now has entered the market driven development stage.
I'll give you a few examples, there is no doubt that 3D technology is much better than that of 2D, but the market for more than 1 millions online content is 2D. 25 billion people still preferred 2D, rather than 3D, but if the R & D personnel to develop a product 2D, or 3D, R & D personnel often think only do not do 3D, 2D, 2D, 3D about problems with the market will produce conflict, but I think the future trend is to 3D market, because of the constant development, is mainly to 3D, but for the moment, or based on 2D.
We just getting ready to step into the field of network game, 06 years we are 2D, 2D for 07 years, 08 years we push 3D, now we are doing. I feel so basically can follow the market development trends coincide. For example, 3D, actually 3D game we development progress has surpassed 2.5D. But we cannot push, we believe that now is not the time, maybe next year, even after we think 3D market will be more mature, this is an example of the.
Second, not to say that you have the technical Chinese game player can accept it, the gameplay is the need for adjustment of the game player, is the need to cultivate, is a process, but now people do this thing I feel very good, because it is the first pioneer, can popularize some knowledge, for the people to summarize some lessons. This is a very good thing. But I believe that some years later, 3D it in China should be shine. So we set up the sector, but has failed to do.
Another example is on the market and R & D example. Any game you want to cater to this solution, to this area the number placed a little more. Here it is not less than 3D R & D. You are in keeping with the game player needs, the government of a district is actually the traditional 10 area, so you can make each district in 10000 or more people online, the theory that is 40000, the highest is 2.5 actually do in case of a zone, it will feel very exciting game player.
Like the first time we have a district of Shanghai, I feel this game player needs to cater to the lively market demand. So I think in the Chinese R & D to understand the game player 's ideas, planning staff from the market on an understanding of the relevant information to carry out the planning.
Third, I want to talk about is the market competition in the final analysis is the competition for talented people. On the problem of talent outside notting have three aspects: to find people, train people, with good people. I think the Chinese network game market to find people would be more difficult, I personally feel pretty hard, some people may be good for some, such as the market staff relative to find some, R & D personnel is difficult, especially in the development of the planning staff more difficult!
I am in charge of this company, I will give HR had orders to find many people, I got a few years later I feel there is no breakthrough. Later I opened condition is that you can get a good, I give you 1 million, even though he did not find, but I still go to court, I feel disappointed, in China's online game industry professionals are very short!
I talked just now is a research and development personnel, marketing personnel is not short of actually. The marketing personnel is hard in training and management. Do online I is a bit dim, a piece of this management is quite difficult, I thought the staff money than other industry is more obvious, so give management will bring inconvenience, in cultured human above, with good people, management, probably in the management still need to do better, do this have a lot of work to do, and we have a lot of work, but in the final analysis, a company in the market to win, may be on people's basic problems must be well. I think we do this work, but it does still have a great distance.
In fourth, is about a product life cycle. I go for almost 18 years, 18 years I have close to 10 years has been working on a thing, is the product life cycle issues. The life cycle of the products is my past 10 years all consider the problem in a most problem.
For example, just do the melatonin when, just be the gold partner, others said that your product may not have had 3 years, because it is a health products could not live 3 years, some 3 years later that a health care products can not be over 5 years, is the mainstream of the concept, some 5 years later it changed to 7 this year, 8 years, melatonin has been for the past tenth years, and the first half of this year sales of melatonin created the historical highest peak, had broken on the life cycle of several inconclusive. That is to say the life cycle can be through your work, through your thinking to solve.
As the network game, I entered the industry 's first concern is the life cycle of the problem, will one day be finished, when trying to understand it, so they asked how many years can do, I said to do 10 years without problems, continued research after, I suddenly found that network game is actually with the health care industry is not the same, the network game is very long, life cycle is very long, usually the number of online live for a year, you see now no one died, as legend has been 6 years, is now a monthly also create 1 million-plus sales revenue. At least not falling, in this case, it can also keep this momentum. China online games in history, as long as 400000, and in 1 years not to fall, no signs of death, there is no sign of recession, so I suggested that Chen Tianqiao should education Wall Street investment analysts, why did they give Chinese net swims the enterprise so low credibility, that online games products do not long, should education they should change their ideas. I feel a net to swim the product life cycle is one of the many industries in a quite long, belonging to the old life of star.
Finally, I make a suggestion. For leaders to offer a proposal, I hope a little earlier to the network game area management practice. Demonizing the industry characteristics, I think in the protection of minors, adults self-control. The best is what a game is a game, which is a level two, where a game is three, the points after a game on the network, demonized situation has changed.
For example, in prevent indulge system, minor up first minutes of fatigue, Daguai without experience, we still have to stay away from minor, from go up objectively for minor self control ability is rather poor, our game number on them is a little effect, I think we still have to try in this respect do some work, so I hope the country earlier implementation, so that we can more easily. Good, thank you.
(责任编辑：演讲网 yanjiangcn)
