中国网络游戏企业竞争战略研究.pdf

对外经济贸易大学
硕士学位论文
中国网络游戏企业竞争战略研究
姓名:全振海
申请学位级别:硕士
专业:工商管理
指导教师:王智慧
20050401
中文摘要
我国网络游戏产业的高速发展在短短的几年时间内便成为互联网上最耀
眼的一环成为网络经济新的增长点网络游戏产业在高利润高增长同时也具
有高风险性网络游戏行业发展的周期与其它行业相比大大缩短行业的发展和
企业的内外部发展环境变化十分迅速在这样的状况下如何进行战略思考战
略定位和以及进行竞争战略的选择对网络游戏企业则提出了很高的要求
本文为了对网络游戏进行研究对网络游戏的定义分类和网络游戏的发展
历史进行研究分析了网络游戏在国内外的发展状况和目前的市场规模并分析
和探讨网络游戏产业的发展趋势为网络游戏企业制定决策提供依据在分析过
程中综合运用了一些管理理论和知识具体的管理工具主要包括分析法
分析模型价值链分析模型等利用这些分析工具对中国网络游戏企业发
展的内外部环境进行了综合的分析同时本文也分析了目前的网络游戏行业的产
业链对几种典型的商业模式进行了详细的分析分别指出了各自的优缺点并
结合我国网络游戏产业的变化趋势结合了战略管理理论提出了网络游戏企业
的几种竞争战略以便企业在根据自己的特点进行战略的分析和制定时进行参考

关键字竞争战略网络游戏
Abstract
With the high-speed development of online game in China, the online game
es one of new growth profit point in the industry within these few years.
The online game’s characteristic is high profit, high growth rate and high risk. The
product cycle of the online game industry is shorter than other industry. The situation
in this industry changes very quickly, so does the environment of online game
companies. In such situation, how to keep the strategic thinking, how to position
themselves strategically, and how to petitive strategy are great challenges
to the on line panies.
In this paper, the author first focuses on the characteristics of online game, in order
to let readers know the definition of online game and the development road of online
game. Then the paper analyzes the current status of online game from the worldwide
and domestic view. In the mean while, the paper discusses the trends of online game
industry, thus to provide the solid evidence to decision-maker for online game
companies. The author applies some managerial theories and tools in this study, such
as PEST analysis, SWOT analysis model and industry value chain analysis model. The
paper points out several typical business models in details, analyzing their advantages
and disadvantages separately. Linked with the trends of the online game industry in