Online Games Industry

The online games industry is a newly arisen culture contents industry that relies on modern information technique, especially electronics technique, hard-sofeware technique of the computer and network communication technique. Because of its product not only concentrates the favorites of traditional games, but also gathers the vogue, interact, contest and imitation etc. entertainment factors all in one . Which can meet the entertainment experiences needs of people more completely .With the increasing efficiency of social productivity and the extension of Internet ,The online games industry plays a more and more important role in economy and culture live of our society.However, numerous native companies in online games, still drive themselves into the same way of the original SHANDA mode—agent of Korean games. As a consequence, the central part of value chain has been flourished abnormally, which only imports and operates games. The domestic internet culture market having been flooded by the foreign culture products, which not only weakens the growth of the core competence that means R&D independently in Chinese online games industry. But also, threatens the expansion and promotion of native cultural directly.The paper commences from the research in culture, social value of the online games industry , evaluates the the management construction and policy trend of native online games industry. Quoting from "Flow" theories, the paper analyzes the morals and culture risk that the imports has to face, which our native self-manufacture can take advantage of. Consulting the advanced principles of foreign online games trade development, the paper analyzes the operation evolution method of each link in the native value chain , discusses the competition and multi-win project caused by business repetition, that commonly exists among native online game providers, service and platform providers and sales channels. Moreover, the paper proceeds the point to the present condition ofChinese online games industry three-role structure, combining the trend of industry resources headings up with the flat characteristics of the new economics industry, puts forward the future two-role model of the industry at the same time.Finally, through studying a concrete win-lose case of a typical native enterprise in the different realm of online games, analyzing mistakes he made in his agency line and the success in owning intelligent property rights product. Point out the creative product based on the excellent native cultural, is the right route of native online games development.