An Exploration Into The Present Situation And Countermeasures Of The Electronic Athletic Industry In China

Electronic athletics in China from the beginning of the 1998 embryonic development has been developed so far for more than a decade. Until 2015, China’s game industry output value has reached 140 billion yuan and the output value related to the electronic athletics has reached 27 billion yuan. Consequently, China has surpassed the United States to become the biggest country to play the game. There is no exaggeration to say that the growth of our generation has always been accompanied by electronic athletic games. My profound love for electronic athletic games has aroused my great interest and strong desire to make an exploration into this topic.This paper has referred to the literature, the investigation report and the news report in recent years and has used various methods including literature search, questionnaire survey, comprehensive analysis and PEST analysis. The first part of this paper serves as a preface which gives an introduction to the research background, significance, content, target and methods. The second part is the review of the related theories of electronic athletics which mainly gives the concept of electronic athletics and explains the differences between the electronic athletics and network games as well as describes present research into electronic athletics both at home and abroad.The third part of gives a brief introduction to the development of China’s electronic athletics. In this part, the authors mainly discusses the origin of electronic athletics, the outline of electronic athletics industry abroad, the development course, industry and industry chain of China’ electronic athletics and then makes an analysis of market demands. The last part of the paper is an analysis of the present situation and countermeasures of the electronic athletic industry in China. In the last part, the author elaborates the present situation and countermeasures of China’s electronic athletic industry by using PEST analysis and questionnaire survey. The author has found that there are quite a few problems in China’s electronic athletic industry. Namely, participants are numerous but their age is almost the same; People do not have high awareness of electronic athletics; Tournament homogenization phenomenon is obvious; The systematic and scientific player management rules and regulations have not been made out yet; The development of the electronic athletic industry in China’s east and west has not been balanced. Electronic athletic industry is faced with the threat of “bubble” and its publicity channel is too narrow. The low nationalization of electronic athletic industry is still a main factor to restrict the further development of China’ electronic athletic industry.Finally, the author of this paper has reached the conclusion that China’s electronic athletic industry needs to expand the government’s support and guidance and that the way in which the spread of electronic athletics also needs to be expanded and that the nationalization of electronic games should be further enlarged so as to achieve a healthy and sustainable development of the electronic athletic industry in China.