Structure-Conduct-Performance Research On China's Mobile Game Market

In recent years,with the development of the cultural industry,the Internet,and information technology,China's Mobile game industry has also shown a blowout development.As a subdivision of the game industry,mobile games have flourished and formed large-scale industries.It has become a new economic growth point for the game industry and plays an important role.The rapid development of mobile games has attracted traditional Internet companies to enter mobile games.However,only Tencent and Net Ease can account for nearly 60% of the sales revenue of China's mobile game market.China's mobile game market has shown the characteristics of oligopoly.This article wants to analyze the structure,behavior,and performance of the game market to analyze the reasons for the formation of the mobile game market structure in China,the efficiency of the entire market behind the high concentration,and the logical relationship between the three,and try to find a suitable health for the mobile game industry in China And long-term development.In terms of market structure,China 's mobile market has a high degree of concentration and is constantly increasing.Secondly,in terms of product differentiation,the types of games in China 's mobile game market are concentrated in action role-playing,card,and strategy games.The degree of product differentiation Lower,and market barriers are gradually increasing,specifically in terms of user acquisition,game content approval and sunk costs.In terms of market behavior,unlike traditional manufacturers' price competition or production competition,China's mobile game manufacturers mainly choose the game's profit model,and the value-added service charging model has become the mainstream profit model of the mobile game industry with many advantages.Secondly,China's mobile game market has a high rate of mergers and acquisitions,both in terms of the number of mergers and acquisitions and the amount of mergers and acquisitions have reached a high level,through a variety of mergers and acquisitions strategies to continuously improve their competitiveness in the industry.In the end,as players' taste and identification ability for games are getting stronger and stronger,mobile game advertisements are more about introducing products to game users,and what really leaves players is the quality of the game,the word of mouth and refinement of the players Operations.In terms of market performance,in the domestic market,the sales revenue of leading manufacturers is constantly increasing.In the international market,China's mobile game industry has continued to increase its share.Both mobile game manufacturers and mobile game products have shown strong competitiveness.At the same time,China's mobile gaming industry has continuously improved its technological capabilities and its product innovation capabilities have continued to increase.Finally,we propose corresponding countermeasures at the corporate and government levels for the mobile game market in China.Manufacturers can choose a differentiation strategy,actively implement overseas mergers and acquisitions,and accelerate the deployment of next-generation games to improve their competitiveness.The government can regulate the more efficient development of the mobile game industry by strengthening new game approvals,making hard rules for anti-addiction of mobile games,and adding protection for innovative gameplay.