Research On The Development Of Chinese Online Game Industry

Chinese online game industry is developing in full swing, according to data from the "2012China Game Industry Report " issued by the Press and Publication Administration on2012China Game Industry Annual Conference:2012, actual sales revenue of Chinese game market was60.28billion yuan, has gone beyond the traditional entertainment industry and ranks first in the entertainment industry revenue, the online gaming industry rely solely on the characteristics of creative production in line with the sustainable development strategy proposed by Hu Jintao.In addition, a unique environment for the development of online games industry gave ita unique advantage in the theoretical study, combined with the background of paying attention tothe development of culture industry proposedon China’s "The Twelfth Five Year Plan" strategic, how to promote the healthy and quickly development of China’s online game industry must be in-depth study.In this paper, Bain proposed SCP paradigm for analysis of China’s online game industry, from the online game industry market structure, market conduct and market performance analysis of three aspects of China’s online game industry are the advantages and disadvantages, on the basis of theoretical support, based on the selected A typical case in depth. In terms of research on China’s online game industry marketstructure for analysis from market concentration, product differentiation and market barriers in three areas; in terms of research onChina’s online game industry market conduct, from the pricing behavior, advertising, merger behavior, price coordination and product complicity in five areas for analysis; market performance in the study, then select the technological progress and product innovation, consumer surplus, firm size and efficiency, excess profit rate index and expenses indicators in several areas for analysis. In the study of China’s online game industry, while select online game powerhouse-South Korea as a reference object, whichever is in the process of comparative analysis of the essence, eliminate dross, try to make some specific recommendations, make up the shortage of China’s online game industry exist, summarizes the development of the Korean online game industry during the lessons of failure and be a warning.