对于上述问题,本文以锐战网络为分析对象,首先使用PEST分析得出企业各
方面利好,唯独整体经济增长有些放缓。然后运用进退壁垒分析得出网页游戏企
业进入、退出行业较容易。再通过五力模型得出企业需要和运营平台合作;网页
游戏行业增速放缓;替代品威胁大;以及大企业的优势地位。最后通过SWOT分析
得出企业的优势是创新和对网页游戏的专注;劣势是企业缺乏外部资金;威胁有
很多;机会是市场前景广阔。
通过上面的分析得出锐战网络的竞争战略是集中化战略,应专注于网页游戏
这一细分市场。并根据企业情况设定了企业的战略目标,并找出战略重点。同时
为网游企业产品同质化严重的问题提出解决方案,并且为将来的新市场制定了企
业的“蓝海战略”。
最后,本文对锐战网络的竞争战略实施提出七点保障措施,分别是品牌、创
新、集中化、人力资源、运营、组织构架和资金。
本论文的亮点主要是对中小型网络游戏企业战略的研究和制定,以及模仿和
创新的平衡理论,还有网络游戏企业的“蓝海战略”。
关键词:网络游戏;中小型网络游戏企业;战略管理;竞争战略;
分类号:
ABSTRACT
ABSTRACT:
In current online game industry of China, Netease,Tencent, Shanda Games, Giant
Interactive Group,Changyou and Perpect World, which have occupied 80% market
share. At the same time, our online game products also have some questions, such as
excessive imitation, serious homogeneity, and high failure rate. And lead the small and
medium-sized online game enterprises more difficult to survive. Let's take game reign
network as an example and find out What is competitive strategy right for the small and
medium-sized online game enterprises
Aiming at the above-mentioned problems, the thesis chooses Game Reigh Network
as the object of study, analyzing that there are good macro environment for medium and
small-sized gaming enterprises except the slow growing economic by PEST, and it is
easy for gaming companies to enter or exit the industry by using the entry and exit
barrier model. Then,the thesis practices the baud five powers model theory to work out
some conclusions: Enterprises should cooperate with the operation platform; The
webpage gaming industry are growing slowly; There are big threat of Substitution;
Large enterprises have better position in this market. Finally, applying the SWOT
analytic,the thesis use SWOT to analysis that, the company's strength is Innovation and
the Focus on Webpage Game; the weak is lacking of financing channels; the opportunity
is the market prospect of Webpage Game is capacious; and the threats are numerous.
With the analysis of above, the thesis comes to the conclusion: Game Reigh
Network should take Centralization strategy as competition strategy, that is to say, the
company should only focus on one market segment what is webpage gaming. In
addition, the thesis sets the enterprise's strategic goal and strategic emphasis According
to the situation of the company. Then,there are recommended solutions for the problem
of serious product homogeneity, and the Blue ocean strategy for the company's new
market.
In the end, Security at seven measures are put forward to guarantee the competition
strategy for Game Reigh Network, which are branding, innovation, centralization, the
human resources, operating, organizational structure and capital.
The highlights of this paper are that, the research and develop strategies for
medium and small-sized gaming enterprises, the balance theory of imitation and
ABSTRACT
innovation and Blue ocean strategy of webpage gaming enterprises.
KEYWORDS : online games; small and medium-sized online game companies;
strategic management; competitive strategy;
CLASSNO:
1绪论
1.1研究背景
在当前我国网络游戏行业中,网易、腾讯、盛大游戏、巨人网络、畅游以及
完美世界六家企业的市场份额已超过八成。
而中小型网络游戏企业在大型企业的竞争下生存变得越来越艰难。其客户被
腾讯等(QQ有9亿多注册用户)竞争对手抢走。腾讯通过QQ账号密码登陆各种
游戏、QQ广告、QQ会员在游戏内的VIP服务等各种经营手段把对手的用户抢走。
中小型网络游戏企业内部资金缺乏,企业几乎都未上市。而且作为小型的私
企在我国当前的环境下很难获得银行贷款。企业的人才相对缺少,技术水平一般。
尤其是小型的网络游戏企业,其产品线单一,只要一款或几款核心产品的研发或
运营达不到预期效果,游戏研发或营销的高额费用就会导致企业资金链断裂,公
司面临破产的命运。
据市场调查显示,70%以上的游戏产品上市几个月就会退市。每年还未研发完
成就被迫取消的游戏数不胜数,退出网络游戏市场甚至破产的公司也有很多。
以昆企在线公司为例,其公司内部的产品研发成功的几率并不高。其中2010
年到2011年这段时间内,其研发的游戏产品模仿盛行,大胆创新因风险很大,故
不易被公司领导层所接受。公司很多产品在研发中途夭折或者在上线后几个月内
就被迫下线,高额的研发费用和营销费用很难收回成本。而运营一款其他公司好
的游戏的风险好像相对较小,毕竟已经完成的游戏可以完整的体验到其游戏性、
画面、系统等内容,而且有些游戏已经经过了市场的检验。比如《傲视天地》这
款游戏,在中国大陆创下了非常好的业绩。昆仓在线取得其在台湾地区、日本等
国的运营权后运营的结果也相当不错。2011年公司的战略也从自己研发向运营其
他公司的游戏产品转移。
一些不如昆企在线规模大的中小型网络游戏企业,其抗击风险的能力更弱,
行业竞争激烈,产品同质化严重,企业生存越发艰难。
1.2选题意义
有资料表明,世界上倒闭企业85%是因战略失误造成。然而战略制定和战略
规划的实施却一直是我国企业的弱项。
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