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Research On The Development Strategy Of China Mobile Game Base Company

Posted on:2017-01-12Degree:MasterType:Thesis
Country:ChinaCandidate:C LiFull Text:PDF
GTID:2209330485958810Subject:Business management
Abstract/Summary:PDF Full Text Request
OTT internet business has huge impact on the traditional communication business of China Mobile, thus China Mobile should conform to the direction of industrial reform and rules of mobile internet, accelerate the promotion of strategic transformation and through the key measures of constructing intelligent type pipeline, establishing open and integrated platform, creating characteristic and intelligent business, show friendship, etc. so as to actively implement the innovative idea of development of communications operators and mobile internet. Analyze from the public data, the performance in the first three quarters of 2014 shows that, the operating net profit of China Mobile in the first three quarters is 86.6 billion RMB, which reduces for 9.7% than that at same period of last year. The downward trend of traditional voice and SMS MMS is difficult to reverse, the later one also reduces for 20.2% than that at same period of last year. Besides, private enterprises entering into communication industry has been an irresistible trend, which also becomes the industry direction that government and competent department stress to support. Since there is no dividend in policy level for the operators, operators can also stop the full penetration of OTT and other mobile Internet enterprises, it would be better for them to plan early, the sooner they turn around, the more able to reduce the late passive.As the enterprise that enter China mobile internet in early time, depends on Chinese abundant labor resources, strong mobile phone bill payment system, convenient infrastructure and various preferential policies of government, China Mobile Game Base got the advance by leaps and bounds in the past five years. At present, China Mobile Phone Game Base mainly operates various types of mobile phone games, including more than 1000 high-quality console games, mobile phone online games, and various characteristic game package product with rich rights and interests. But the transform of China Mobile Game Base in internet is still not thorough enough, subject to system and other reasons, China Mobile Game Base keeps exploring to conduct transformation in strategic aspect, so as to more deeply penetrate into internet industry.This paper starts from the basic theory of enterprise strategy management, then generalize and analyze the concept, task, evaluation standard, process and level of strategy management, so as to provide theoretical guideline for enterprise case analysis. During the process of analysis aiming at the detailed case of China Mobile Game Base, it analyzes the macro environment and competitive environment of enterprise through PEST analysis model and Potter’s five forces model, then applies external factors to evaluate matrix induction and judge the key factors that influence the future development of enterprise; thus deeply research the resources and capabilities of enterprise, then applies internal factor evaluation matrix to summary and evaluate the strengths and weaknesses in the related fields of enterprise; combines SWOT analysis tool to indicate the owned superiorities and weaknesses, the faced opportunities and threats by China Mobile Game Base. Then through strategic matching, it proposes the alternative strategies for development of enterprise; through quantitative strategic planning matrix evaluation, finally determines that mobile phone game releasing, IP copyright reserving, group subsidiary integration and marketing integration strategy are the best programs for enterprise to achieve the strategic targets in the future 5 years, and then determines the specific development targets and directions of these strategies within the future 5 years. At last, this paper make strong safeguard measures for enterprise from the aspects of research & development, marketing, organization & design, human resource management and enterprise culture. The research process and conclusion of this paper also have considerable reference significance for the transformation and upgrading of mobile internet industry of operator in Chinese native land.
Keywords/Search Tags:mobile internet, mobile phone game, strategic matching, strategy selection, mobile phone game releasing
PDF Full Text Request
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