【作者】 程晓君；

【导师】 韩英；

【作者基本信息】 山东大学 ， 文化产业管理， 2011， 硕士

【摘要】 中国网络游戏产业经过十一年的发展,已经形成了相对完善的产业链和相对成熟的产业发展环境,其市场规模的高增长性和行业发展的快速性引起了极大关注。但是,我国的网络游戏产业在具有高利润率、高增长性的同时也存在着高风险性。而且随着我国网络游戏产业步入了成熟期,市场集中度提高,行业竞争愈加剧烈,企业的生存与发展所面临的环境更加恶劣。在国内网络游戏企业数量众多,产业间竞争日益激烈的情况下,网龙公司要想在竞争中脱颖而出,就必须获得一定的竞争优势。如何制定切实可行的战略规划,使公司在激烈的市场竞争中实现持续发展,获取更多的利润与更高的市场份额,是网龙公司现阶段所面临的重要问题。本文首先介绍了网络游戏的相关概念,分析了中国网络游戏产业发展的现状;其次从宏观环境和竞争环境两方面对网龙公司的外部环境进行分析,发现网龙公司所面临的机遇在于国家及地方经济与政策支持、网络游戏市场规模、用户规模及消费额的扩大、合作关系延伸拓展,其威胁在于国内网络游戏市场竞争激烈、用户需求的多样化、国外网络游戏产品的威胁、私服外挂的威胁、公众对网络游戏的危害性认识；然后介绍了网龙公司的概况,探索公司内部所存在的优、劣势,发现网龙公司的优势在于自主研发、产业链的整合、人本型企业管理模式、资金充裕、销售渠道优势、平台建设与产品布局等方面,而其劣势在于人才流失严重、营销宣传的不足、产品线相对单一；在此基础上,运用SWOT矩阵和战略选择图,确定网龙公司的总体发展战略应为增长型战略。最后,结合波特的基本竞争战略理论,利用前面的分析结果,确定网龙公司现阶段应实施差异化竞争战略,并对实施差异化竞争战略的具体措施提出建议：强化品牌建设、打造差异化的产品和服务、差异化营销、加强人力资源建设、规避差异化战略实施过程中的风险。本文从竞争战略管理的基本理论和方法入手,密切联系网龙公司的实际情况展开研究,希望能为网龙公司的持续稳定发展提供一定的参考。更多还原

【Abstract】 After development for eleven years, Chinese online game industry has formed a relatively complete industrial chain and relatively mature industry environment. It is worth paying great attention to the online game’s high ration market scale increasing and the fast development. However, our country’s online game industry has the high profit and high growth as well as the high risk. And with Chinese online game industry going into the mature, the market concentration is increasing, the industry competition is getting fiercer, and the enterprise’s survival and development are facing the worse environment.In the condition that there are a large number of online game enterprises in China, and the industry competition is getting fiercer and fiercer day by day, NetDragon Websoft Inc would have to obtain a certain competitive advantage in order to succeed in the fierce competition. How to carry on a strategic plan effectively, leading to developing continually, obtaining the greater profit and the higher market share in the intense market competition, is the important problem which the NetDragon Websoft Inc faces at present.This thesis firstly introduces the concepts of online game and the development condition of the online game industry in China.Second, carries on the analysis to the NetDragon Websoft Inc’s external environment from the macroscopic and the competition environment both aspects, in order to discover the opportunity and threat what the NetDragon Websoft Inc faces.It’s opportunities are national and local economic and policy support,the expansion of online game market scale, users scale and spending.and the extension of cooperation. It’s threats are fiercer competition of the domestic online game market,the diversification of user needs,the threat of foreign online games, the threat of illegal procedure,and public awareness of the dangers of online game.Then introduces the general situation of NetDragon Websoft Inc, seeks for the strength and weakness in the NetDragon Websoft Inc interior.It’s strengths are independent research and development,integration of industrial chain,people-oriented enterprise management mode,ample funds,advantage of sales channels,and platform for building and product layout.It’s weaknesses are serious brain drain,lack of marketing and advertising,and the relative single product line.on this basis, uses the SWOT matrix and strategic choices map to determine that NetDragon Websoft Inc’s overall development strategyis growth strategy. Finally, using Porter’s competition strategy theory and the previous results to determine that NetDragon Websoft Inc should take the differentiation strategy, and put forward the specific proposal to its differentiation strategy:strengthening brand building,creating differentiated products and services,differentiated marketing,strengthening human resources.And it should avoid the risk in differentiation strategy implementation process.This paper proceeds with the basic theory of and methods of competitive strategy management unifies the actual situation of the NetDragon Websoft Inc closely to launch the research, makes every effort to provide a reference for the long-term stability development of the NetDragon Websoft Inc.更多还原