Research On Competitive Strategy Of Chinese Small And Medium-sized Online Games Company

In current online game industry of China, Netease, Tencent, Shanda Games, Giant Interactive Group,Changyou and Perpect World, which have occupied80%market share. At the same time, our online game products also have some questions, such as excessive imitation, serious homogeneity, and high failure rate. And lead the small and medium-sized online game enterprises more difficult to survive. Let’s take game reign network as an example and find out What is competitive strategy right for the small and medium-sized online game enterprises?Aiming at the above-mentioned problems, the thesis chooses Game Reigh Network as the object of study, analyzing that there are good macro environment for medium and small-sized gaming enterprises except the slow growing economic by PEST, and it is easy for gaming companies to enter or exit the industry by using the entry and exit barrier model. Then, the thesis practices the baud five powers model theory to work out some conclusions:Enterprises should cooperate with the operation platform; The webpage gaming industry are growing slowly; There are big threat of Substitution; Large enterprises have better position in this market. Finally, applying the SWOT analytic, the thesis use SWOT to analysis that, the company’s strength is Innovation and the Focus on Webpage Game; the weak is lacking of financing channels; the opportunity is the market prospect of Webpage Game is capacious; and the threats are numerous.With the analysis of above, the thesis comes to the conclusion:Game Reigh Network should take Centralization strategy as competition strategy, that is to say, the company should only focus on one market segment what is webpage gaming. In addition, the thesis sets the enterprise’s strategic goal and strategic emphasis According to the situation of the company. Then, there are recommended solutions for the problem of serious product homogeneity, and the "Blue ocean strategy" for the company’s new market.In the end, Security at seven measures are put forward to guarantee the competition strategy for Game Reigh Network, which are branding, innovation, centralization, the human resources, operating, organizational structure and capital.The highlights of this paper are that, the research and develop strategies for medium and small-sized gaming enterprises, the balance theory of imitation and innovation and "Blue ocean strategy" of webpage gaming enterprises.