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论文编号：	4703
作者编号：	2120102627
上传时间：	2012/12/10 23:16:25
中文题目：	我国网络游戏企业竞争战略研究——以完美世界公司为例
英文题目：	Exploring of Competitive Strategy for China Online Game Companies：The Case of Perfect World Co., Ltd.
指导老师：	赵伟
中文关键字：	网络游戏;环境分析;竞争战略;完美世界
英文关键字：	Online Game; Environment Analysis; Competitive Strategy; Perfect World Co., Ltd.
中文摘要：	网络游戏是一种新兴休闲娱乐方式，它将多种文化元素如美术、音乐、历史、文学等融为一体。随着互联网的高速发展，网络游戏产品在全球的消费，甚至已经超过人们对音乐、电影、电视等传统娱乐方式的消费，网络游戏已经成为一种休闲娱乐的主流。在我国，经过十年的发展，网络游戏已经形成了较为完整的产业链，产业初具规模，并成为中国互联网经济的中流砥柱。网络游戏产业一方面具有高利润、高增长的特性，另一方面也存在着高风险。这一产业的发展周期与其它传统产业相比极为缩短，行业发展、企业的内外部环境都变化得极为频繁而迅速。面对这一情况，如何做好战略定位、如何选择好竞争战略，都是中国网络游戏企业发展壮大中的关键问题。本文主要对我国网络游戏企业的竞争战略进行了研究，首先回顾了网络游戏的发展历程，然后对我国网络游戏目前的市场状况和竞争态势进行分析，并分析和探讨网络游戏企业的发展方向，为企业健康持续发展制定决策提供依据。在分析过程中，本文综合运用了一些管理理论和具体的管理工具，对中国网络游戏产业发展的内外部环境进行了综合的分析。结合我国网络游戏产业的变化趋势及战略管理理论，并选取了行业较有代表性的民族网游企业完美世界公司作为案例，对网络游戏企业的竞争战略做出了选择，提出了这些战略在企业实施中应关注的一些问题。本文的价值在于，采用pest分析法和五力模型，从宏观和产业内部，综合分析了我国网络游戏企业的竞争环境。采用案例研究法，对代表性企业进行剖析，弥补了产业宏观分析的不足，为其它类似企业提供了经验。针对我国网络游戏企业竞争战略实施中的一些具体问题，结合实际情况进行了具体分析，具有一定的可操作性。论文提出了差异化、纵向一体化、战略联盟、国际化等企业竞争战略，及实施的具体举措，以期为我国网络游戏企业打开新局面，提供一个可行的思路和战略规划，同时也希望本研究能对其他类似新兴产业企业的竞争战略选择有一定的参考价值。
英文摘要：	Online game is a new form of leisure and entertainment. It’s a fusion of art, music, history, literature and other cultural elements. From a global perspective, with the development of the Internet, the consumption of online games has been more than the consumption of traditional entertainment such as video and music products. Online games have become an important way to kill time. In China, after a decade of development, the online game industry has begun to take shape, and formed a relatively complete industrial chain. It has become an indispensable pillar industry in China's Internet economy. Online game industry is in the growth of high profits, but also has a high risk. Its life cycle is greatly shorter than the other traditional industries, the development of the external and internal environments changes very rapidly. In such a situation, how to conduct the strategic positioning and the choice of competitive strategy is a big question for the online game industry. Intends to exploring competitive strategies for China online game companies, this thesis has reviewed the history of online games, analyzed and explored China's online game market conditions and competitive situation, provided the basis for the industry to make decisions. During the analysis, the integrated use of management theory and management tools and comprehensive analysis of internal and external environment for China's industry online gaming companies. Finally, the thesis combines the trend of online game industry and the theory of strategic managements, illustrated by the case of perfect world Co., Ltd, chose the competitive strategies for online game companies, and find out some specific issues of the strategy and its protection. The value of this thesis is to considering the online game companies as an entire object, the use of the PEST analysis and Five Forces Model to analyzing within the industry and the macro environment. And the research of typical company，make up for the lack of macroeconomic analysis. The thesis presents some competitive strategies such as differentiation strategy, differentiation focus strategy, vertical integration strategy and strategic alliance. By the selection research of competitive strategy and its practical application, this thesis aims to open new prospects and provide a viable ideas and strategic planning for China online game companies, but also hope this study can provides some reference value to other similar emerging industries for companies’ choice of competitive strategies.
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