从微软与索尼在次世代游戏主机竞争中看中国游戏市场经营.doc

从微软与索尼在次世代游戏主机竞争中看中国游戏市场经营
摘要
虽然游戏机的发展有早在上世纪70年代以前就开始了,但游戏机时代真正的开端还得归结到1983年任天堂红白机的推出,随后的二十多年里,游戏机市场不断地推陈出新,从8位机到64位机,再到现在的次世代游戏时代,电视游戏产业在文化市场中所占有的份额也越来越大,在市场经济发展中的比重也越来越重。
作为次世代电玩业的领头羊,索尼主导着电视游戏业已近乎十年,而面对后起的微软来势凶猛的市场经营攻势,索尼似乎很难保持在这个行业压倒性的优势,究竟索尼在次世代前期是如何独霸市场,而微软虽然晚于索尼进入电视游戏行业却又如何能在短期内让消费者接受从而占据了更多的市场份额?两家公司在经营理念、策略和管理上有什么值得探讨的地方,带给中国这样一个电玩业尚未完全开放的市场又有什么样的启示与促进作用正是本文所要探讨的关键。

关键词:电视游戏;经营策略;中国游戏市场

MICROSOFT VS SONY:
THE NEW WAR OF TV GAME AND THE INSPIRATION TO CHINA
ABSTRACT
The TV game industry develops from early 1970s. But the golden time of TV game e to start in 1983 by the launch of Nintendo's puter, and then up to now, the next generation TV games exist. TV game industry shares a huge economical part of the cultural market. Although play an important role in the development of the whole market.
As the leader of next generation video games industry, Sony dominates the TV game market has been almost 10 years, as Microsoft join in petition of the TV game industry, Sony seems to be very difficult to maintain the dominant position in the industry. How Sony can dominates the market in the early time of the TV game? While Microsoft entered the video games industry late but how can people accept it in a short time? What is worth exploring of the panies in the business ideas, strategies and management? What kind of inspiration can be bringing to China is the key discussion of this paper to explore.
Key words:TV Game; Business strategy; China Game market
目录
3
3
不被看好的SONY 3
电视游戏界的黑马 3
新的挑战 4
新的主机 4
次世代战争的标志 4
(puter Entertainment)的经营 4
4
合作 5
宣传 5
成功的首发 5
新的阶段 6
颠峰 6
压力 6
7
XBOX 7
XBOX360 7
7
8
8
8
8
***事件的影响 9
9
9
9
创意与改革 9
良好的制作与宣传 10
软件制作水平的提高 10
品牌形象的建立 11
11
11