联系我们

论文查询结果	返回搜索

论文编号：	10300
作者编号：	2220160618
上传时间：	2018/12/5 19:44:52
中文题目：	JQ移动游戏企业台湾市场进入策略研究
英文题目：	Research On Entry Strategy of JQ Mobile Game Company into Taiwan Market
指导老师：	严建援
中文关键字：	移动游戏；台湾市场；价值链；营销策略
英文关键字：	Mobile games; Taiwan market; Value chain; Marketing strategy
中文摘要：	经济全球化是当代世界经济发展的必然趋势,在此背景下,多地区的经济合作变得越来越广泛,企业之间的竞争也更加激烈。近年来,移动游戏行业作为新兴产业,得到飞速的发展,同时，随着中国移动游戏行业发展逐渐成熟，人口红利的优势逐渐消失，越来越多的移动游戏企业选择“走出去”,参与国际化竞争。 JQ移动游戏企业作为刚起步两年的企业，同样得到快速发展，但因行业的竞争态势进入白热化、政策的影响和企业自身的需求，开拓新目标市场则成了企业发展的必然诉求。 本文通过引用价值链理论、7Ps营销理论、产品生命周期理论和总成本领先战略理论，分析大量的理论文献和移动游戏行业报告，综合全球、中国大陆和台湾地区移动游戏发展现状，并分析JQ移动游戏企业发展情况，进而对企业提出台湾市场进入动因与企业战略目标作阐述。因此，JQ移动游戏企业如何进入台湾市场，及在台湾市场应采用何种策略，则成了重要的课题。 文中借助PEST分析工具，对台湾地区的政治法律环境、经济环境、社会文化环境和技术环境，作出台湾市场进入影响因素的重要分析。在这四种环境影响因素的基础上，JQ移动游戏企业制定相应的台湾市场进入布局策略，通过品牌策略建立用户对企业品牌的认知，借助产品策略提出对产品的要求和拓展产品源的方法，运用运营策略提出数据分析的重要性，建立数据模型和预警机制，保障企业商业活动的顺利开展，并使用团队策略建立其出口部门和一系列流程化工作关键要素。最后，JQ移动游戏企业制定营销策略，针对台湾市场进入，实施地区文化融合策略和营销渠道策略，重视台湾地区文化的差异性，并在当地市场的移动游戏行业商业闭环中选择合适的商业伙伴相互协作。 文末，论述JQ移动游戏企业台湾市场进入策略的研究结论成果与创新之处，指出其研究局限性、研究展望与建议。通过本文研究，对JQ移动游戏企业在台湾市场进入乃至全球市场的发展提供合理建议，以摆脱发展瓶颈、提高企业获取利润能力和提升企业核心竞争力优势，并寄以为更多的移动游戏企业“走出去”提供实用的借鉴与参考价值的愿景。
英文摘要：	Economic globalization is an inevitable trend of the development of the contemporary world economy. Under this background, economic cooperation in many regions has become more and more extensive, and competition among enterprises has become more intense. In recent years, the mobile game industry has experienced rapid development as an emerging industry. At the same time, as the development of China's mobile game industry matures, the advantages of demographic dividends gradually disappear. More and more mobile game companies choose to “going global” and participate in internationalization. competition. As a company that has just started two years, JQ mobile game company has also developed rapidly. However, as the competition situation of the industry has entered a feverish, policy-oriented and enterprise's own needs, opening up new target markets has become an inevitable demand for enterprise development. This thesis analyzes a large number of theoretical literature and mobile game industry reports by citing value chain theory, 7Ps marketing theory, product life cycle theory and total cost leadership strategy theory, integrating the development status of mobile games in the world, China Mainland and Taiwan, and analyzing JQ mobile game company the development of game companies, in turn, the company proposed the Taiwan market entry motivation and corporate strategic goals. Therefore, how JQ mobile game company enter the Taiwan market and what strategies should be adopted in the Taiwan market has become an important issue. With the help of PEST analysis tools, this thesis makes an important analysis of the factors affecting Taiwan's market entry into the political and legal environment, economic environment, social and cultural environment and technological environment in Taiwan. Based on these four environmental impact factors, JQ mobile game company has developed corresponding Taiwan market entry layout strategies, established user awareness of corporate brands through brand strategy, and proposed product requirements and product sources by means of product strategies. Use operational strategies to present the importance of data analysis, establish data models and early warning mechanisms to ensure the smooth development of corporate business activities, and use team strategy to establish its export department and a series of key elements of process work. Finally, JQ mobile game company develop marketing strategies to target the Taiwan market, implement regional cultural integration strategies and marketing channel strategies, and pay attention to the cultural differences in Taiwan, and select suitable business partners in the commercial closed loop of the mobile game industry in the local market. cooperation. At the end of the thesis, the research conclusions and innovations of the JQ mobile game company's Taiwan market entry strategy are discussed, and its research limitations, research prospects and recommendations are pointed out. Through the research of this thesis, we provide reasonable suggestions for the development of JQ mobile game company in the Taiwan market and even the global market, in order to get rid of the development bottleneck, improve the profitability of enterprises and enhance the core competitiveness of enterprises, and send them to more mobile game companies. “Going out” provides a practical vision and a vision of reference value.
查看全文：	预览  下载(下载需要进行登录)