A Study On The Profit Model Of Chinese Mobile Game Enterprise

In recent years,due to the continuous development of mobile Internet and the gradual popularization of smart phones,more and more people will move the game as one of the daily entertainment life,mobile game market has shown a good momentum of development.From 2014 to 2016 the entire mobile end of the game market maintained a high-speed and stable growth.Until the end of 2016,China Mobile's game market size has more than 80 billion yuan.Although China's mobile gaming market continues to expand,there are still a large number of enterprises can not obtain sustained profits,a large number of enterprises in its success after a moment soon disappeared in people's vision,the only implied behind it is mobile End game business is not able to short-term success,the stability of mind,develop long-term strategy and choose a reasonable profit model.Scientific and reasonable profit model is essential to the survival and development of enterprises.From the experience of the past,we can see that many potential enterprises have not been able to grasp the overall market development direction,blindly copied the way they have been profitable.Did not establish a scientific overall strategy,immersed in a short success,and finally from the market darling into the market abandoned child.This paper focuses on the current industry situation,combined with financial data,purposeful analysis of China's mobile end game business profit model,the entire mobile game industry,the steady and orderly development of a certain practical significance.This paper expatiates on the origin,definition and classification of profit model and the profit model of mobile industry in China.Based on the profit model theory,this paper combines the financial data of the Youzu network to study the profit model of the Youzu network,and compares it with the other two large enterprises in the industry.To find out the similarities and differences in the profit model and the change of the financial data,to explore the advantages and disadvantages of the profit model of the Youzu network,and put forward appropriate suggestions for its shortcomings,and then from the perspective of the case of the Youzu network Thinking analysis to the mobile end of the game industry,a reasonable profit model for China's mobile game companies to provide reference,so that the entire mobile game industry,steady and orderly development.In terms of the constituent elements of the profit model,the view adopted in this paper divides it into four points:profit point,profit source,profit leverage,profit barrier.For the Youzu network,its profit point is the value provided to the customer,including its various game products to provide users with a sense of satisfaction;its profit source that is willing or may be willing to pay for their products consumption Profit lever refers to a series of enterprises to earn income as the core of the implementation of the activities,its contents are product promotion,infrastructure,enterprises through these activities for its profit to provide access to the environment,Youzu network profit barrier the most important Is the customer's sticky to its products and its brand recognition.In view of the financial data from the financial point of view,we can see that there are a series of problems in the current profit model of the Youzu network,such as the low utilization of the whole funds,the excessive expenditure of large data,and the decline of profit margin.Many issues in the strategic period.Based on the above,this paper suggests that the Youzu network management authorities should focus on the impact of the new strategic layout on the enterprises in order to prevent the rapid expansion of the impact of long-term development of enterprises,and focus on the choice of business strategy and its own platform to build and other aspects of development.This paper suggests that other mobile game companies should focus on the use of intellectual property(IP)in the overall strategic planning and daily management of the mobile game,and do not blindly blindly.To create independent intellectual property rights,combined with their own conditions,appropriate attention to its own platform to build,step by step,to find their own development for the profit model.