Research For "Free Strategy" In Shanda Company

Strategy management is based on the internal capability and external environment, to research corporation's medium, long term strategy, by positive and active attitude and systematic method. And Blue Ocean Strategy is a strategically thinking method which based on innovation, it emphasizes how to guild strategic action by innovation and systematic method.The researching object of this paper is the process of how Shanda Networking Corp. decided the Free Strategy and brought it into practice. We stand on the theory and the method of strategy management, and Blue Ocean Strategy, probe into that how Shanda decided, practiced and evaluated Free Strategy in the difficult transition period. There has three chapters:The first chapter summarizes the development history and the present condition of Shanda Networking Corp. And descript the real meaning of the researching.The second chapter uses the strategy management model as study framework. First research and analyze the marketing condition and developing trend, then expound the mission of Shanda, and analyses the internal capability and external environment of Shanda. After this, uses Blue Ocean Strategy method, through "Create - Add - Delete - Reduce" four actions, draw Blue Ocean Strategy map, and institute the "Free Strategy".The third chapter discusses the decided, practiced and evaluated Free Strategy, then expound the sustainable development of Free Strategy. And describe the detail of company strategy of Shanda based on Free Strategy.