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论文编号：	5874
作者编号：	2120112710
上传时间：	2013/12/5 20:11:39
中文题目：	盛大游戏公司手机游戏业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Mobile games of Shanda Games Company
指导老师：	薛有志
中文关键字：	手机游戏;价值链;竞争战略
英文关键字：	mobile game; Value Chain; Competitive Strategy
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，手机除了以通信功能为主，其随身轻便携带的特性慢慢的延伸出许多新的功能，比如把手机当成手表、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。在最近几年的野蛮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公司。盛大游戏公司面对激烈的市场竞争，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。本文以盛大游戏公司手机游戏业务为研究对象，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，运用波特五力模型揭示了手机游戏产业的市场机遇和威胁，运用SWOT分析方法找出盛大游戏公司优势和弱势，明晰企业的竞争态势。本文最后结合竞争战略理论，制定适合盛大游戏公司的手机游戏的差异化竞争策略，并对战略的实施提出建议。
英文摘要：	The mobile phone is already becoming the modern essential-carried electronic equipment，you can see everyone carrying this device. In addition to being a means of communication and being lightweight, it is used as a watch, a notepad, and even as an entertainment device. With the rapid development of the information technology，the communication function of mobile phones is already not the main theme. It is a convenient device to access the internet. It is massively used to gain access to music, videos, send email, surf websites etc. Among these resources, mobile games are the most entertaining because they provide better hardware, higher screen resolution and faster connections. Inevitably, a game industry based on mobile platforms are booming and it's expanding rapidly. After Apple Inc released the revolutionary mobile terminal products, the mobile game industry has gradually formed its own distinctive characteristic in the industrial chains. Developments naturally play a significant role in this industry and also, it is the most competitive section. In recent years, a large number of companies which are specializes in developing mobile games have emerged in great numbers. One good example is Shanda Games. In the face of intense competition within the industry, in order to develope and effective and efficient marketing strategy, Shanda Games has to make a full analysis of the market environment and the industrial chain as well as their own capabilities in order to build their own core competitiveness, gain a higher ground and be competitive. Firstly, Shanda Games makes use of the PEST analysis method in the Macro-environment of the mobile games industrial, then followed by the use of Michael Porter's Five Forces Model to reveal the opportunities and potential conjunctures, then using the SWOT analysis methods to identify competitive situation in order to identify the strengths and weaknesses. Finally, the author formulates appropriate strategies according to differentiation and provide implementations of proposals by combining the theory of competitive strategy.
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