| On November18,2003, E-sports was approved as the ninety-ninth sports project by the China General Administration of Sports. E-sports, as a brain and computer combined new sports, conducts intelligence game among people in the Internet platform with high-tech equipment and software. With the development of Internet, E-sports develops rapidly and has become a sports game with the largest number of participants in China.Sustainable development of E-sports industry faces many challenges in China. According to industry estimates, the output value of E-sports industry, if not sponsored, is nearly zero. At present E-sports event has not been sufficiently accepted by hardware vendors and peripheral industry owing to its small scale of events and low efficiency of business operation in our country. Because of the lack of domestic originality the development of E-sports has been largely restricted not only in its events operation and the formation of industry chain. On the basis of the relevant literature and the SCP analysis framework this article analyzes the market structure, market barriers and problems of its sustainable development from the perspective of product supply&demand and external industry development policy respectively and puts forward relevant suggestions.By using the SCP paradigm it has been found that China E-sports market has been gradually formed in a middle (top) oligopolistic status. For its extensive operation behavior, single pricing, moderate advertising and marketing, China E-sports should be improved in the efficiency of market resources allocation.From the perspective of supply E-sports deprives from network games and its negative influence can not be eliminated. Meanwhile, the development of China E-sports industry remains problems such as low industrial accumulation degree, lack of brand effect, poor R&D ability, piracy and lack of intellectuals, etc.From the perspective of demand participants of China E-sports are mainly college students and teenagers, in which male proportion is higher; a considerable part of participants is without a fixed source of income, influencing their consumption ability, but is with an overall higher education level. Therefore, the E-sports paid game should be inclined to operating with low threshold, but high paying rate. The level of participants of college students in E-sports is higher, so the introduction of E-sports into the university sports curriculum certain is feasible, possible and necessary.From the perspective of external policy, although China has introduced some relevant laws and regulations as for E-sports industry, the actual support of policy is very less. These laws and regulations are not perfect and lacking operability. Administrative regulations are considerable but in chaos so that they are infeasible to carry out completely. As for the administration, it focuses more on administrative approach, but less on economic and technical method, lagging behind industry development planning.Based on the above analyses, in order to ensure the E-sports industry sustainable development, this paper firstly puts forward that enterprises should play a leading role by encouraging enterprises to self-discipline, maintain a long-term development of the industry, choose the localized and occupation way and pay attention to brand construction; Secondly, the media should play a driving role in popularizing the education, eliminating people misunderstanding; strengthening the concern and report of E-sports events. Media also should make programs related to E-sports, publicize it, at the same time, and improve the level of appreciation of people. Finally, the government should strengthen macro-guidance&services, highlight the protection of intellectual property rights, regulate the operating mechanism of industry, and increase the intensity of regulation in order to improve industry efficiency. |
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