Export And Strategic Research China's Online Game Industry

Nowadays, China gives aid to culture industry vigorously. The18th Chinese communistparty congress pledged to promote cultural progress. Online game industry, as one of cultureindustry,is extremely promoting the development of national economy. In America and SouthKorea,the output value of rapid growth of online game has exceed that of the film industry.The online game industry become a pillar of the culture industry. With the market slowdownin China,more and more online game companies with strong financial strength and researchand development strength framed out the go-out strategy. The oversea market is more like a“Blue Ocean” relative to the domestic market. So far, those companies of go-out strategy havegood results.Chapter one is the introduction, describes the background of writing, significance andresearch status at home and abroad. The go-out strategy of online game industry has hugepotential. However, it is in the initial stage at present. The research of foreign scholars arefocused on psychology, praxiology and the legal field, while the research of home scholars arefocused on the issues about how to develop the online game industry. The export issues arerarely mentioned.Chapter two is the summary of online game industry. This part introduces several relatedconcepts, classification of online game, characteristics of online game industry and thedevelopment of more developed regions on online game industry.Chapter three is the empirical analysis on the export of online game industry. This partanalyses the status and five operation modes of the export of online game industry. The fivemodes are the authorized agent mode, the overseas branch mode, joint venture mode,globalization management mode, operation platform mode. At the end of this part, a caseanalysis on Perfect World Network Technology Co.,Ltd. is used to explain these modes.Chapter four is the problems analysis of export on online game industry. This partdescribes five problems, including inadequate intellectual property protection, talent shortage,the overseas market imbalance, lack of understanding of overseas users, quality problems.The inadequate intellectual property protection leads to serious homogenization which gives aid to the lack of competitive advantage of the export products. Foreign agents would loweragency price for the reason of many homogeneous product for choice. The talent shortageleads to malicious hire. This phenomenon would result a vicious spiral----cultivation oftalents--be poached--don’t cultivate talents--talent shortage--poaching and not cultivatingtalents. The overseas markets is focused on Southeast Asia. The European and American withhigh market maturity have low market share. The lack of understanding of overseas users isharmful for he go-out strategy because those game companies can’t design products forspecific users.Because of the quality problems, companies in China have not designed oneinfluential products. Quality problems is a challenge for the online game industry. We shouldtake a heavy burden and embark on a long road. The part try to offer a proposal on how toimprove the quality with the introduction of boutique of Blizzard Entertainment.Chapter five is the ways to improve the export market share. Several specificrecommendations are proposed for the five problems in chapter four.