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| 论文编号： | 5205 | |
| 作者编号： | 2120105018 | |
| 上传时间： | 2013/6/5 12:07:51 | |
| 中文题目： | BK公司的经营环境与营销策略研究 | |
| 英文题目： | Research On Business Environment And Marketing Strategy Of BK Company | |
| 指导老师： | 王迎军 | |
| 中文关键字： | 手机游戏,产业链,营销策略,核心竞争力 | |
| 英文关键字： | mobile game,industrial chain,marketing strategy,core competitiveness | |
| 中文摘要： | 手机已经是现代人随身携带必备的电子设备，基本上是人手一台的情况，手机除了以通信功能为主，其随身轻便携带的特性慢慢的衍申出许多新的功能，像是把手机当成手表、记事甚至是娱乐设备，随着信息技术的高速发展，手机的通讯功能已经不是最主要的功能了，透过便利的上网功能，手机可以在互联网上使用大量的网络资源，听音乐、看视频、发Email 看网站等等，其中发展最快速的就属于手机游戏，因为手机的硬件发展越来越好，画面分辨率越来越清晰，再加上能与互联网联网，一个在手机平台上发展的游戏产业孕育而生。作为一个新兴产业在短时间内市场规模迅速扩大，特别是苹果公司推出具有划时代意义的新型手机终端产品后，手机游戏产业已经逐渐形成特色鲜明的产业链，在产业链中手机游戏开发企业具有重要地位，并且是产业链上竞争最为激烈的环节。 在最近几年的膨胀式增长状态中涌现出大量的专门从事手机游戏产品开发业务的小规模公司，BK公司就是其中一个。 BK公司是一家从事手机游戏开发业务的专业公司，面对激烈的市场竞争，BK公司应该通过对市场环境，产业链环节以及企业自身特点进行充分分析，制定适合手机游戏市场的公司营销策略，在激烈竞争的市场中建立自己的核心竞争力，获得优势的竞争地位。 本文以BK公司为研究对象，首先运用PEST分析方法对手机游戏产业的宏观环境进行分析，运用波特五力模型结合苹果公司商业模式揭示了手机游戏产业的市场机遇和威胁，总结手机游戏消费者的需求特征。 运用SWOT分析方法找出BK公司优势和弱势，明晰企业的竞争态势。本文最后结合4P营销组合理论，制定适合BK公司的手机游戏的产品营销策略，并对公司未来的发展提出建议。 | |
| 英文摘要： | Mobile phone is the transmit tools that many people carry every day and almost everyone has it. In addition to the main function communication the mobile phone as the portable devices gradually have many new functions such as: watch, notepad, even entertainment devices. With the rapid development of information technology，the communication of the mobile phone is no longer the main function。Mobile phone can listen to new music, watch videos, send email , browsing the web and play game by fully utilize rich network resources and the mobile game grow fastest. With the development of hardware technology the sensitivity of the touch screen, sharpest image video, high computing speed CPU and large storage capacity and internet so the game industry develop on mobile phone platform. Because simplified development technology, Low start-up costs, huge market developing space and market-heat so a massive rush of capital and companies that follow in this boom state. Not only the companies of the Fortune Global 500 but also small firms even individual in intense competition. The mobile game industry in the exploding state and which have disparate characteristics comparing with other industries BK company is one of them. On the core competence theory, industrial chain theory, marketing theory and dynamic competition theory to analyze the BK company in this paper. BK company is a professional company engaged in mobile phone game development and main products and services was mobile phone game. The products are mainly face with foreign markets and develop by Chinese technology and labour power. Through the network to download customers at home and abroad get the user experience of the BK’s mobile phone game products. There are more customers at abroad and especial sales channel and form differ from other industry. special products and intense competition constitute the mobile phone game marketing environment. BK company should develop marketing strategies for the mobile phone game market By analyzing the mobile game market environment, part of the chain's and characteristics of BK company then establish core competitiveness and gain competitive advantage. | |
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