Research On The Competitive Strategy Of Game Creative Enterprises

AfterAfter more than ten years of development,the game and creative industry in China has gradually matured.There are a large number of game development and operation companies,and game creative products have appeared one after another.In 2017,the overall revenue of China’s game market exceeded 200 billion yuan,making it the largest game market in the world.There are thousands of game companies in China,and thousands of game products are updated every year.However,the success rate of most game creative companies is low.The root cause lies in the fact that many game creative enterprises have extensive business models,lack of targeted competitive strategy guidance,inconspicuous market competition strategy intentions,and follow-up market hot spots,resulting in unreasonable allocation of enterprise resources and development of products that are not accepted by the market.It is worth considering what kind of strategic attitude the game creative company should take to cope with market competition.Gaining competitive advantage and cultivating core competitiveness have always been the core issue of strategic management of enterprises.Research on the theory of competitive strategy has penetrated into many industries.However,the research on the competitive strategy of game creative companies is still not perfect.On the one hand,the game creative industry is a newly emerging digital cultural industry,and there is less related research;on the other hand,the competitive situation of game creative industries has been easing and the actuality of competitive strategy research has been on the other.Insufficient urgency.After 2015,the demographic dividend of China’s game market has been exhausted,and the market has rapidly changed from the Red Sea to Blue Ocean.Many gaming and creative enterprises have been eliminated from the market and there is an urgent need for companies to conduct competitive strategic management.The theory of competitive strategy began with Michael Porter,and a large number of theoretical researches on competition strategy began in the academic circles.However,Porter’s competitive strategy theory was most recognized by the academic and industrial circles and was widely used for strategic management of various companies.However,in the 21st century,the arrival of the Internet economy era,the digital cultural industry represented by game creative industries and the traditional industry dominated by manufacturing industries have many differences in the logic and characteristics of industrial operations.The research base of traditional competitive strategy theory has changed..This requiresresearchers to start from the characteristics of emerging industries and make theoretical innovations in traditional competitive strategies to adapt to the industrial practice in the new era.The game creative enterprise belongs to the digital cultural industry,which integrates the characteristics of the Internet industry and the cultural and creative industries,and is the product of the integration of culture and technology.Therefore,from the aspects of the virtual nature of Internet products,the bilateral market effects of Internet platforms,the reproducibility of cultural products,and the content value of cultural products,this paper proposes a new competitive strategy for game creative companies,including high-matching strategies and experiences.Innovation strategy and community segmentation strategy.In the case analysis section,three creative game companies,Tencent,NetEase,and Mihayou,were used as examples to correspond to the three major innovation and competition strategies.The three companies selected Tencent,Netease and Mihayou in the market competition to explain the selection basis and implementation methods of the three major competitive strategies,providing reference for other players in the game market to select and implement strategies.At the same time,it sums up the problems of the three case companies in the competition strategy,and proposes that the current Chinese game creative enterprises are facing the difficult situation of continuous innovation,and in the last chapter,they propose a core innovation mechanism for Chinese game and creative enterprises to shape sustainable competitive advantages.Suggestions.