Research On The Main Influencing Factors Of Product "Going Out" Of China's Small And Medium-sized Mobile Game Enterprises

The actual sales revenue of mobile games in China began to grow rapidly in 2014.As of the first half of 2017,the actual sales revenue of China's self-developed games in overseas markets was as high as 26 billion yuan,a year-on-year increase of 57.7%.However,mobile games are a key growth point.The domestic mobile game market share is almost completely divided by large enterprises such as Tencent and Net Ease,and the survival of small and medium-sized mobile game companies is particularly difficult.Due to the limitations of internal factors such as capital,resources and technology,and the pressure of homogenization of external products,how to survive and sustain the development of small and medium-sized game companies has become an urgent issue.However,the rapid growth of the global mobile game market has indeed brought unlimited opportunities for small and medium-sized mobile game companies in China.Faced with an attractive and unfamiliar overseas market,small and medium-sized mobile game companies want to successfully promote game products “going out”.They need to consider various aspects such as host country policies,game industry chain,cross-cultural differences,etc.They should try to get the main factors of the product "going out",and then make reasonable planning.Therefore,this paper screens two representative small and medium-sized mobile game companies as case enterprises,conducts research and analysis,data collection,and combines theory and practice to deeply explore the main influencing factors of mobile game enterprise products “going out” in the future and provide a theoretical reference.The author combines the research of domestic and foreign scholars,extracts the relevant research with the theme of “Influencing Factors of Enterprise Going Out” and summarizes the research ideas of this paper.This author will gradually analyze small and medium-sized mobile games from the enterprise level,industry level and national level.The main influencing factors of enterprise products “going out” are to analyze the deep theoretical explanation behind the phenomenon of “going out” of such enterprises through case analysis.For the enterprise level,this paper will explore the basic competitive advantages and strategic choices;for the industrial level,it will be analyzed in turn from the mother country's industrial chain and the host country's industrial chain;for the national level,the system will be from the home country and the host country.Factors to study the "going out" of small and medium-sized mobile game products.This article has five chapters.The first chapter introduces the research purpose and the research significance,and puts forward the research ideas and innovation points of this paper.The second chapter first defines the related concepts of the research topic of this paper,mainly explaining the strategic game and the long tail effect.Secondly,it summarizes the relevant research results at home and abroad,mainly on the following four aspects: 1?Influencing factors of “going out” of enterprises;2.Influencing factors at the enterprise level and the relationship of “going out” 3.The relationship between the influencing factors at the industrial level and the “going out” of enterprises;4.The relationship between the influencing factors at the national level and the “going out” of enterprises.According to the analysis and summary,this paper will gradually analyze the main influencing factors of “going out” of small and medium-sized mobile game enterprise products from the enterprise level,industry level and national level.For the enterprise level,this paper will separately explore from the basic competitive advantages and strategic choices;for the industrial level,it will be analyzed in turn from the parent country's industrial chain and the host country's industrial chain;for the national level,it will be from the home country and the host country.Institutional factors study the “going out” of small and medium-sized mobile game products.The three chapters mainly focus on the research methods of this paper,expounding the main research methods,the selection rules of the samples,the collection of data,and the basic analysis framework for the subsequent research.The fourth chapter is the case analysis,first introduces the current domestic and international mobile game market.The current development situation,clear case background,followed by the basic introduction and internal case analysis of individual cases,combined with the previous single case analysis for cross-case analysis,from the enterprise,industry,national level deep analysis,The corresponding conclusion.The fifth chapter studies the conclusions and recommendations,expounds the research conclusions of this paper and puts forward three suggestions.Finally,it supplements the limitations and research prospects of this paper.This research will help small and medium-sized mobile game companies in China to recognize the development form of the industry and their own situation,and help them to understand the current development of the global game market and help enterprises realize when they push products out.The importance of various factors influencing factors,carry out multi-faceted analysis and consideration,and clarify the timing,development direction and strategic deployment of the enterprise itself.