2007年，台灣線上遊戲產業進入另一個戰國時期，在上一波線上遊戲熱潮中所存活下來的企業必須與新進之企業相互對抗，而勝利的主要關鍵，就是研發與行銷。線上遊戲萌芽期突顯出行銷的重要性，在上一波的熱潮中則發現研發所帶來的優勢，而現在的趨勢，則是要能夠整合研發以及行銷兩項利器。
因此，本研究以國內最大最成功的線上遊戲集團—智冠集團為例，並依循Yin（1994: 90-99）所提出的「六種證據來源」及「資料收集三原則」設計本研究之資料來源及類型，再配合深度訪談法，訪談智冠集團中各企業行銷部門的高階主管，發展出「直接內部整合」以及「跨組織整合」兩種研發與行銷整合模式。並依企業條件歸納出，若企業採取的策略為將資源集中發展於研發或行銷，則可以選擇跨組織整合之方式；而若企業的發展重點為研發與行銷兩部門，則可以採行直接內部整合之方式。兩種方式並無好壞之分，僅在於配合企業策略的篩選。
而透過本研究也發現，國際上，尤以日本、韓國為主的國家在培育線上遊戲發展不遺餘力，因此，在未來，台灣線上遊戲產業勢必走向產業整合之趨勢，才能集合眾人之力，抵抗日本、韓國線上遊戲，並發展出屬於本身文化特色之線上遊戲產品及行銷方式。

2007 is another stage of online game industry in Taiwan. The survivals must compete with the newborns. The key to success is integrating R&D and Marketing. In early stage, we learned how important marketing is. In the last stage, it showed advantage of R&D. Now, the trend is integrating R&D and Marketing.
This research takes the greatest and the most successful online game group in Taiwan— Soft-World group for example. I design my research construction according to the ways of case study by Yin (1994: 90-99). I interviewed the top manager of Soft-World group and developed “directly internal integration” and “cross-organization integration” these two models. If strategy of company focuses on only R&D and marketing, it will choice cross-organization integration to be the most suitable integration model; opposite, company will choice directly internal integration.
I also find that if online game industry in Taiwan wants to be advantaged, the companies in this industry must integrate themselves, because of the strength of Japan and Korea. Finally, I hope this research would be helpful to Taiwan’s companies and could create our own core competence.

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