Research On The Core Competence Of A Online Games Company

In the background of flourishing Chinese online game industry, the gaming company A grows by leaps and bounds and becomes one of the Chinese leading online game developers and operators in just 10 years. However, as the end-users step into the mature period of the market, the variety of games are aging, plus the increase of end-user is slowing down, and competition among thousands of new games crushing into the online games industry, gaming company A’s core competitiveness tends to be undermined. It is mainly because the company A does not pay attention to the improvement of the game quality, management efficiency, technology research as well as the enhancement of development and operational groups. The improvement of these management groups are critical factors to boost the enhancement of the core competitiveness. Therefore, to solve these problems and continue keeping market share, it is necessary for company A to seriously consider their core competencies situation, and take actions to foster and enhance the core competitiveness.This thesis takes gaming company A as the research object to analyse its core competitiveness improvement strategy. Firstly, based on theories of core competitiveness as well as the practical research in online gaming development and operational management, it defines the core competitiveness of online gaming business. Then according to the SWOT model to analyse inherent strengths, weaknesses, opportunities and threats of foreign presence of company A. Starting from company A’s main resources and capabilities, the thesis constructs the company A’s core competitiveness index system and analytical framework, identifying its core competencies by the technical capability, operational and management capacity of the three elements. Additionally, it analyses the status quo of company A’s core competitiveness in details, and proposes to cultivate and enhance the company’s core competitiveness as a strategy and specific measures including the improvement of technical innovation mode and mechanism, strengthen the technical talent pool; building operational effectiveness evaluation system on operational capabilities, the introduction of data operation thinking, and the formalization of an effective operation feedback system, the implementation of differentiated marketing strategies, innovation of marketing channels, restoring regional markets, establishing customer service rapid response mechanism and the introduction of personalized value-added services; extensive product line management capabilities and strengthen brand building, strengthening corporate culture and expand the talent pool.There are two innovations of this thesis:First, the online games business core competence theory research status quo is not mature, therefore, there is theoretical and practical significance to analyse the core competitiveness of company A and propose strategies to improve its current situation; Second, previous studies focus on the development or operation of online games business, while this thesis mainly concentrates on the company A which is featured by integration and operations.