China's Online Game Industry Research Organization Under The New Industrial Organization Theory

The network game industry is one of the indispensable part of the culture industry. The culture industry will be most important mission in the Twelfth Five-Year Plan of the country. At the same time, the growth of the network game market in china has been exceeded60%, which has caused the attention of people. It is essential to research how to develop the net-work game market more regulated and improve the market performance for the favorable development of the network game industry.The article was at the view of the new industrial organization, and described the industry organization condition of the network game market of our country from the market structure, market behavior and market performance. And so, the article analyzed the equilibration of the market conduct through establishing the mathematical model, in order to find out how the market structure and market performance influence the market behavior, and pointed out the way to promote the market performance.Through the qualitative description of market behavior such as advertising, pricing strategy, R$D, IPO and establishing equilibrium analysis of structure model, we found that the reason of high market concentration rate was the monopoly of resources after IPO, and the reason of low market performance were the more vulgar advertisements, the low resource allocation efficiency cause by blind listing, the low social welfare caused by harming the low purchasing power user, and low efficiency of technological progress.In order to solve above problems, we put forward5countermeasures for our users. Firs-tly, regulate the network market advertising environment. Secondly, increase the game exper-ience of the low purchasing power user, and increase the service quality. Thirdly, strengthen the game technology basic research. Fourthly, increase the dynamics of qualification review of IPO, actively guide the excellent enterprise listed. Lastly, improve the supervision and management of the listed companies. Thus, the network game industry can develop healthily and permanently.