Research On The Development Strategy Of Migu Interactive Entertainment Co.,Ltd.

With the improvement of people' s life standards and the popularity of smart phones,mobile games are very popular in recent years,and the market of mobile games is growing rapidly.As the market' s popularity and high income,a lot of traditional game companies and Internet companies are attracted to enter this industry,which leads to fierce competition.Industry giants have occupied the user and resource advantages,so small companies and new companies are more and more difficult to survive.In order to achieve sustained development in such a market environment,Migu Interactive Entertainment Co.,Ltd.as a new established mobile games publisher,needs to consider the future development of the company from a strategic perspective.This dissertation firstly introduces the research results at home and abroad,summarizing the basic theory of enterprise strategy,strategy formulation,mobile games industry chain,SWOT analysis tool and so on.After that,with the analysis of the company development,the business status and the mode of operation,the author discusses the existing problems of the current development of the Migu Interactive Entertainment Co.,Ltd..Then,based on the studying of the operating environment and internal resources,the author analyzes the strengths,weaknesses,opportunities and threats of the company,puts forward the company' s position as "the leader,innovator and associate of the Chinese game industry",and establishes recent and long-term strategic objectives,as the basis for the company's development strategy of "internal and external resources Integration,game diversification,focus on breakthroughs".Finally,in order to ensure the company' s development strategy is effectively implemented,the dissertation also puts forward cooperation,product mix,branding,user promotion and other specific implementation.