| This paper analyzes the R&D efficiency from the perspective of internal value chain with the example of 37 Interactive Entertainment.Different from the previous empirical analysis,it can analyze the status quo,output efficiency and influencing factors of each stage of R&D from the micro level.After in-depth analys is and understanding of the R&D process of the online game industry,the internal value chain approach is used to divide the R&D process of the 37 Interactive Entertainment into three phases: the project phase,the technology development phase,and the outcome transformation phase.In order to better divide the R&D process,it is necessary to have an in-depth understanding of the R&D status of the 37 Interactive Entertainment before the beginning of this case.In this case,the R&D of the 37 Interactive Entertainment is based on the proportion of employees' professional composition and the proportion of employee education.The team made preliminary judgments;meanwhile,the investment in research and development funds were also measured by the proportion of capitalized research and development expenditures to R&D investment.For the market performance of 37 Interactive Entertainment,the analysis was made from the aspects of sharing of the market,operating income and financial status.Among them,the DuPont analysis method was used to evaluate the financial status of the company.After quantitative analysis of various indicators,some problems existed in enterprise R&D which include the fact that the R&D team has a low proportion of R&D personnel and the education level is not high;R&D capital investment is large,and capitalized R&D expenditure is less;Mobile games The market share is unstable;the proportion of operating income from new R&D products is small.In order to test the relationship betweenthese existing problems in research and development and R&D efficiency,this paper evaluates the R&D efficiency of the three stages of the R&D process through a combination of financial indicators and non-financial indicators.In the evaluation of research and development efficiency,the following indicators were adopted: First,the project phase:strategic fit,market competitiveness;Second,technology development phase: technical asset rate,patent application number,development cycle;Competitive output,profitable output.This paper takes the 37 Interactive Entertainment as the research object,studies the research and development efficiency of the enterprise,and puts forward corresponding improvement suggestions.From the perspective of research and development,the inefficiency of the technology development phase has become a bottleneck for improving R&D efficiency.In the project establishment phase,the game types of 37 Interactive Entertainment R&D are in line with their own development strategies,and are consistent with market demand,which can enhance their market competitiveness;low efficiency,long development cycle,and reduced number of patent applications in the stage of technology development,leading to the growth of enterprises to be weak.In the stage of transformation of results,whether it is competitive output or profitable output,the overall performance of the company is better.From the perspective of the types of R&D products,the research and development efficiency of the 37 Interactive Entertainment web game is stable at a relatively high level,and the mobile game R&D efficiency is fluctuating and needs to be focused.Based on the above conclusions,this paper proposes the following suggestions: implementing equity incentives to attract high-level R&D talents,laying a talent foundation for improving R&D efficiency;strengthening government-enterprise cooperation,improving government-enterprise relations,and helping to improve R&D efficiency in the technology development phase. |
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