Research On The Development Strategy Of Game Translation And Localization Service Of Company Y

With the development of globalization,the importance of language service industry is reinforced.The improvement of China’s international status and the export of national brands have also promoted the development of China’s language service industry and further stimulated local language service providers.China’s language service industry has ushered in a transformation,from initially being a Chinese service outsourcer to a leading international enterprise of its own brand.Company Y,the research object of this thesis,is one of the companies that has grown up in the trend.The game translation and localization service is a key business at Company Y,and has achieved certain achievements and industry reputation.In the face of fierce competition,coming from multinational leading enterprises and local rookie enterprises,a development strategy suitable for Company Y is the research topic and purpose of this thesis.In terms of development strategy selection,this thesis takes SWOT-AHP as the research methodology.Firstly,though analyzing the internal environment of Company Y,the influencing factors are obtained: advantages and disadvantages.The second is to analyze the external environment of Company Y,the PEST methodology is used to obtain the influencing factors of the macro environment and the Porter’s five forces model is used to obtain the influencing factors of the micro environment,then it is combined with the influencing factors of the industrial environment and maps out all potential factors that had an impact on Company Y.Based on the above analysis results,the expert survey methodology is involved to refine and summarize the main influencing.Again,according to the SWOT methodology,10 managers and professionails of Company Y are invited to score the relative importance and factor strength of these 16 influencing factors in the questionannires.Finally,according to the AHP methodology,the strength of each factor is measured,the strategic quadrilateral and the strategic choice diagram are drawn,and the strategic choice conclusion is obtained.Company Y’s strategic selection should be an opportunistic strategy that adopts a pioneering strategic area,and its strategic intensity tends to be more active.In terms of development strategy implementation,this thesis refines the strategy implementation measures from the three dimensions of organization,operation and market.Organizational strategy is to optimize the organizational structure,deploy business operations with a vertical integration strategy,and serve customers through teamwork;at the same time,take into account the adjustment of organizational scale,build a scalable team size.Business strategy focus on consolidating the existing resource system and using the big data to enhance the quality assurance system.Market strategy points to aggressive expansion in sales team,encourage sales to cross-sell services;meanwhile,brand promotion is based on the unified company image,and each regional market have a specific brand position.