【摘要】：隨著中國(guó)網(wǎng)絡(luò)寬帶應(yīng)用的普及,隨之而生的網(wǎng)絡(luò)游戲產(chǎn)業(yè)逐漸成為互聯(lián)網(wǎng)經(jīng)濟(jì)新的贏利支點(diǎn),同時(shí)中國(guó)網(wǎng)民的需求將更加個(gè)性化和多樣化,大的門戶網(wǎng)站地位被弱化,而地方社區(qū)及垂直社區(qū)將成為網(wǎng)民上網(wǎng)的首選。風(fēng)雷網(wǎng)絡(luò)公司即是這樣一家根據(jù)地方特色而設(shè)計(jì)網(wǎng)絡(luò)游戲的本地化網(wǎng)絡(luò)游戲企業(yè)。 本文首先介紹了風(fēng)雷網(wǎng)絡(luò)公司的發(fā)展現(xiàn)狀以及目前市場(chǎng)上游戲軟件企業(yè)的競(jìng)爭(zhēng)態(tài)勢(shì),并針對(duì)風(fēng)雷網(wǎng)絡(luò)公司的現(xiàn)狀提出所存在的問題。然后對(duì)整個(gè)游戲產(chǎn)業(yè)的行業(yè)背景進(jìn)行了分析,并分析了騰訊、網(wǎng)易、巨人等國(guó)內(nèi)知名網(wǎng)絡(luò)公司的競(jìng)爭(zhēng)策略、競(jìng)爭(zhēng)優(yōu)勢(shì),最后與這些國(guó)內(nèi)知名的網(wǎng)絡(luò)企業(yè)進(jìn)行對(duì)比,找出適合風(fēng)雷網(wǎng)絡(luò)的發(fā)展策略。 在公司經(jīng)營(yíng)環(huán)境分析方面,風(fēng)雷網(wǎng)絡(luò)要想實(shí)現(xiàn)跨越式發(fā)展必須豐富產(chǎn)品結(jié)構(gòu),實(shí)現(xiàn)多元化發(fā)展,除了跨地域發(fā)展本地化棋牌類網(wǎng)絡(luò)游戲以外,還應(yīng)發(fā)展原創(chuàng)動(dòng)漫、休閑游戲平臺(tái)、大型網(wǎng)游、中型休閑游戲、桌面養(yǎng)成游戲、對(duì)戰(zhàn)平臺(tái)等類型的游戲,多元化產(chǎn)品構(gòu)成,滿足用戶不同種類的需求。這樣才能滿足不同消費(fèi)者的需求。 在經(jīng)營(yíng)戰(zhàn)略規(guī)劃和設(shè)計(jì)方面,針對(duì)風(fēng)雷網(wǎng)絡(luò)公司的現(xiàn)狀,可以通過本地化、網(wǎng)吧推廣、并購(gòu)等方法實(shí)現(xiàn)擴(kuò)張和市場(chǎng)地域上的拓展。地域拓展是進(jìn)行客戶訪問量的增加和市場(chǎng)占有率的提升的風(fēng)雷網(wǎng)絡(luò)未來戰(zhàn)略的重要方面。只有進(jìn)行上述公司總體發(fā)展戰(zhàn)略的調(diào)整,才能滿足公司未來快速發(fā)展的需要,如果真正實(shí)現(xiàn)公司預(yù)期的戰(zhàn)略規(guī)劃,定能使風(fēng)雷公司成為地方網(wǎng)游的領(lǐng)跑者之一。 在戰(zhàn)略實(shí)施保障方面,風(fēng)雷網(wǎng)絡(luò)想要保留原有市場(chǎng)地位的同時(shí)又?jǐn)U大份額,開發(fā)新的市場(chǎng)領(lǐng)域,就要在原有基礎(chǔ)上進(jìn)行擴(kuò)充、調(diào)整和創(chuàng)新。具體保障措施包括,健全企業(yè)內(nèi)部組織結(jié)構(gòu),為開發(fā)新市場(chǎng)做好組織結(jié)構(gòu)上的準(zhǔn)備。同時(shí)應(yīng)該積極引進(jìn)網(wǎng)絡(luò)游戲開發(fā)人才,在產(chǎn)品、市場(chǎng)、財(cái)務(wù)等方面完善公司治理機(jī)制。任何戰(zhàn)略的實(shí)施,沒有保障措施的跟進(jìn)就無法實(shí)現(xiàn)預(yù)期的規(guī)劃和遠(yuǎn)景。 總體上講,在經(jīng)營(yíng)環(huán)境分析、戰(zhàn)略規(guī)劃和設(shè)計(jì)、以及戰(zhàn)略實(shí)施保障三方面的研究和探討,從根本上挖掘了風(fēng)雷公司的優(yōu)勢(shì)和劣勢(shì),也明確了公司的潛在勢(shì)力和發(fā)展前景。 因此,風(fēng)雷網(wǎng)絡(luò)力求以鮮明的本土特色吸引消費(fèi)者,贏得市場(chǎng),創(chuàng)建自己的游戲品牌。在大力發(fā)展本土網(wǎng)絡(luò)游戲軟件之外,還積極發(fā)展原創(chuàng)動(dòng)漫及由這些創(chuàng)意文化衍生出來的周邊產(chǎn)品。本文通過分析,找出了適合風(fēng)雷網(wǎng)絡(luò)擴(kuò)張以及地域拓展的方法,走出一條適合風(fēng)雷網(wǎng)絡(luò)的本地化道路。
[Abstract]:With the popularity of broadband network applications in China, the resulting online game industry has gradually become a new profit fulcrum for the Internet economy. At the same time, the needs of Chinese Internet users will be more personalized and diversified, and the status of large web portals will be weakened. And the local community and vertical community will become the first choice for Internet users. Fenglei Network Company is such a local design of local characteristics of online games online game companies. This paper first introduces the development status of Fenglei Network Company and the competition situation of game software enterprises in the market at present, and puts forward the existing problems in view of the current situation of Fenglei Network Company. Then it analyzes the industry background of the whole game industry, and analyzes the competitive strategies and competitive advantages of famous domestic network companies, such as Tencent, NetEase, Giant, etc. Finally, it compares with these well-known domestic network enterprises. Find out the development strategy suitable for wind and thunder network. In the company business environment analysis, Fenglei network to achieve leapfrog development must enrich the product structure, achieve diversified development, in addition to cross-regional development of local chess and card network games, but also should develop original animation, Leisure game platform, large-scale online games, medium-sized leisure games, desktop nurturance games, combat platform and other types of games, diversified product composition, to meet the needs of different types of users. This is the only way to meet the needs of different consumers. In the aspect of business strategy planning and design, aiming at the current situation of Fenglei network company, we can expand and expand the market area by localization, internet bar promotion, merger and acquisition. Regional expansion is an important aspect of the future strategy of Fenglei Network for increasing customer visits and increasing market share. Only by adjusting the overall development strategy of the company can it meet the need of the rapid development of the company in the future. If the company really realizes the expected strategic planning, it will enable Fenglei to become one of the leaders of local online games. In the aspect of strategy implementation, if the network wants to keep its original market position and expand its market share and develop new market field, it must expand, adjust and innovate on the basis of the original market. Specific safeguard measures include improving the internal organizational structure of enterprises and preparing for the development of new markets. At the same time, we should actively introduce online game developers, improve the corporate governance mechanism in product, market, financial and other aspects. The implementation of any strategy, without safeguards to follow up, can not achieve the desired planning and vision. On the whole, the research and discussion in three aspects of business environment analysis, strategic planning and design, and strategic implementation guarantee have excavated the strengths and weaknesses of Fenglei Company, and also clarified the potential power and development prospect of the company. Therefore, Fenglei seeks to attract consumers with distinctive local characteristics, win the market and create its own game brand. In the development of local online game software, but also actively develop original animation and from these creative culture derived from the peripheral products. Based on the analysis, this paper finds out the suitable methods for the expansion of wind and thunder network and the regional expansion, and finds out a local road suitable for wind and lightning network.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F49

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 涂銳;;從騰訊游戲看網(wǎng)絡(luò)游戲差異化競(jìng)爭(zhēng)策略[J];東南傳播;2009年09期

2 鄭淑榮;中國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)持續(xù)發(fā)展的制約因素及其對(duì)應(yīng)策略[J];高科技與產(chǎn)業(yè)化;2004年05期

3 詹恂;;網(wǎng)絡(luò)游戲的經(jīng)營(yíng)走勢(shì)淺析[J];新聞界;2005年06期

4 吳蕾;;我國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)的SCP范式分析[J];全國(guó)商情(經(jīng)濟(jì)理論研究);2007年06期

5 付雪;;淺議網(wǎng)絡(luò)游戲產(chǎn)業(yè)發(fā)展和規(guī)劃[J];商場(chǎng)現(xiàn)代化;2005年29期

6 劉明;;網(wǎng)絡(luò)游戲廣告的傳播學(xué)分析[J];市場(chǎng)周刊(理論研究);2007年03期

7 周倜然;;網(wǎng)聚“網(wǎng)游”的力量——網(wǎng)易的SCP分析[J];中國(guó)商界(下半月);2010年04期

8 周國(guó)文;韓國(guó)網(wǎng)絡(luò)游戲與中國(guó)青少年[J];中國(guó)青年研究;2004年01期

9 黃漫宇;從盛大看網(wǎng)絡(luò)游戲運(yùn)營(yíng)企業(yè)的主要商業(yè)模式[J];中南財(cái)經(jīng)政法大學(xué)學(xué)報(bào);2005年04期

相關(guān)碩士學(xué)位論文 前4條

1 全振海;中國(guó)網(wǎng)絡(luò)游戲企業(yè)競(jìng)爭(zhēng)戰(zhàn)略研究[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2005年

2 陳慧敏;網(wǎng)絡(luò)游戲顧客滿意度影響因素研究[D];東華大學(xué);2007年

3 萬強(qiáng)勝;KS公司網(wǎng)絡(luò)游戲業(yè)務(wù)競(jìng)爭(zhēng)戰(zhàn)略研究[D];西南交通大學(xué);2008年

4 侯陽平;中國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)本土化發(fā)展策略探析[D];中南大學(xué);2009年

，

本文編號(hào)：2358330