从20计划看盛大运营体制的创新

 

最近就网游方面关注较多，因为目前网游股在资本市场的表现不是特别抢眼，然而从基本面上看，以盛大、巨人和网易为代表的网游企业在盈利上却可圈可点，而且从财报上看，三大网游巨头的盛大已经在07年重新占据头把交椅，突破了亿元大关，盛大缘何能取得如此耀眼的业绩呢？稍微分析一下我们就知道，击败网易和巨人的关键因素只在二字------“创新”。

家庭娱乐战略，风云计划，这些我们耳熟能详的词语诠释了盛大持续的创新精神和创新能力。08年2月下旬，盛大开始公开对外招募游戏运营经理，并在其中施行“20计划”，引起业内的广泛关注。之所以被成为“20计划”，是因为加入该计划的项目负责人最高可获得20%的收益分成，打破了传统固有的工资+奖金的激励模式。

分成只是一种形式，一个表面现象而已，深入分析我们不难得出这样一个结论，“20计划”将作为盛大平台整合中关键的一步，为盛大未来发展有至关重要的影响。

一，“20计划”为盛大做人才战略储备

网游界广泛存在着相互之间挖墙脚的现象，例如网易和金山之间就曾互挖人才结下梁子，也有离开网游公司自立门户的，结果就是人才流失，出不了好产品然后无法持续盈利。

为什么会有这样的情况呢？因为对很多游戏人才来讲，工资+奖金的模式并无足够的吸引力，一款成功的网游给一个企业带来的利润高达几千万甚至上亿美元，相较不菲的利润，他们获得的回报却不成比例，久而久之就产生“叛逃”的念头。而盛大提出的分成制度不失为公平合理的策略，20%的收益绝对是任何人都难以拒绝的大蛋糕。当然，这也直接使盛大能笼络更多优质人才，并为盛大做长远的人才战略储备。

二，“20计划”可提高收益降低风险

对任何一个项目来讲，风险和收益并存，风险越大收益也越大，但如果对两个甚至多个项目来讲，适当采用投资组合将降低风险，提高收益，在“20计划”中也体现了这一点。

“20计划”旗下涵盖多个项目，唐骏说过，盛大一年会出多款产品，所有产品都成功很难，但所有的产品都不成功也很难。但产品不成功也就意味着风险，盛大通过二八的收益分成方式巧妙的化解了部分风险，如果这样可以提升产品的成功率，盛大获得的收益将远远大于它在项目上的投入。而对这些游戏运营经理来讲，他们除了可获得20%收益分成，还可以享用盛大的平台，提升产品质量，实现个人价值的增长，对双方来说都可提高收益降低风险的两全其美的策略。

三，“20计划”可加强盛大平台化建设

这几年盛大贯穿始终的一个词是“平台”，从家庭战略到20计划，盛大对游戏平台的打造可谓到了登峰造极的境地。而且在众多网游厂商中，盛大第一个将平台概念从资源层面移植到了管理层面。因为对盛大讲，平台化产品很重要，平台化的管理更重要。

参与到20计划中的游戏运营经理对项目拥有控制权，但如果独立于盛大发展，和普通的创业就没有什么两样了。关键问题就在盛大这个平台，盛大的SDO部门提供了统一的销售服务、统一的计费系统、统一的客户服务、统一的技术保障和统一的账号管理。这为游戏运营团队解决了后顾之忧，对优秀的产品无异于如虎添翼。当然，这还只是看得见的平台，而看不见的呢？对那些运营经理来讲，盛大提供的成长空间，为个人和团队价值提供的平台才是最具价值的平台。

综上，我们可看出在20计划中，盛大有效实现了运营体制的创新化，预计在未来，凭借持续的创新精神和创新能力，盛大将扩大领先优势。

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Let’s talk about the innovation for operation system of SNDA from the plan of “twenty”

Recently I’ve pay a lot of attention on On-line Games because some of them are waning in the stock market. From the basic point, the corporation includes SNDA, Giant and NetEase flash in profit. From the financial report, SNDA has gained the first places in the market. Its profit reached more than 100 million. How did SNDA can get the glaring achievement? After the analyzing we can obtain the answer, the most important factor is innovation.

The strategy of Home Entertainment can explain the spiritual and ability of SNDA. At the end of Feb 2008, SNDA begins to recruit Operation Office. And it takes the plan of “twenty”, which attracts widely attention. Why it is called “twenty”? because the master of the project can get 20% profit. The especial mode break the discipline of classical mode which just includes salary and premium.

Of course it is not just one kind of encouragement. Through the analysis, we can know the plan is one key step for the integration of SNDA’s platform. So it is important for SNDA’s development.

It can store up human resources for SNDA

It is common for the enterprises to hunt talents from each other, for example NetEase and KingSoft. And some other talents left the companies to start up. The same result is that talents run off and then it can’t supply outstanding product then just can get little profit.

Why? For many talents, the mode of salary and premium is not so attractive. One successful product can bring about more than hundreds of million. But the talents can’t get the return from the product. So they begin to seek for other opportunities. The mode of SNDA is fair. 20 percent of the profit is one large cake anybody can’t refuse. So it is useful for SNDA to store up talents for future.

It can raise the earnings and low the risk

For any project, earnings accompanies with risk all the time, higher risk for more earnings. But if for several projects, it can take use of “investment assemble” to low the risk and raise the earnings.

The plan of “twenty” has covered several projects. Jun Tang said SNDA developed many products. It is difficult for every product to succeed and it is also difficult for them to fail. It includes some risk in some products. The mode in the new plan can neutralize some risk and raises the profits. For the operation managers, they can not only obtain the 20% profit but also share the platform of SNDA. For both parts it is one strategy to raise the profit and low the risk.

It can strengthen the construction of platform

The main strategy of SNDA is platform. There are many plans for SNDA to construct its platform. During so many Internet companies, SNDA is the first company to transplant the conception of platform from resource to management. For SNDA, management is more important than product.

The operation managers have absolutely control for the project. If they are independent, that’s to start up. So the key problem is the platform of SNDA. The department of SDO supplies uniform sales service and uniform system of charge and uniform client service and so on. The department has solved many difficulties. The more significant platform is the room and opportunities SNDA supplies can raise their ability.

So we can see, the innovation of SNDA is outstanding. In the future , SNDA will go on leading in the whole field, in the whole industry.

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