Research On The Strategy Of Small Online Game Enterprises

With the arrival of the Internet information age,online games have become a sunrise industry.Especially with the continuous expansion of the number and scale of online games,more and more capital has begun to flood into the online game industry.At present,the online game industry has become an important support industry for the network industry and the entire cultural and entertainment industry.Such development undoubtedly intensifies the business competition of the online game industry.At present,the market competition situation of the entire online game industry is quite severe.In particular,at present,China’s online game industry has entered a relatively stable stage from the high-speed development stage,and the market capacity is gradually saturated,so the entire online game industry is facing profound structural adjustment and industrial optimization problems.In such an environment,for the development of online game enterprises,in order to stand out from the fierce market competition,we must strengthen their core competitiveness.In the face of the competition in the same industry,online game enterprises should first clear their market positioning and strategic development goals,on this basis to determine the development strategy of the enterprise,and to formulate the strategic planning and implementation of the plan.Founded in 2003,Shenzhen Zqgame Co.,Ltd is a professional online game company with independent research and development,operation and agency capabilities.As the first online game company listed on A stock market in China,Zhongqingbao company has the ability of game development and operation.With the increasingly fierce competition in the online game market,what strategies should Zhongqingbao adopt to consolidate its advantages in the regional market is the main content of this paper.Taking Shenzhen Zqgame Co.,Ltd as an example,this paper analyzes the development status and problems of Zhongqingbao based on the strategic management theory,then analyzes the macro environment,industry environment and internal environment that the company is facing,according to the choice of middle treasure development strategic target,the strategic positioning of middle treasure company to adjust,and respectively from the technical competition strategy,product strategy,marketing competition strategy,talent strategy put forward the development strategy of the concrete implementation plan,and finally from the organization’s support,cultural support,human resources support and incentives support four aspects put forward the development strategy of security measures.The content of this article is mainly discussed from five aspects: The first part is an introduction,which specifically explains the research background,research significance and writing ideas of this article.The second part introduces the professional terminology related to online games and the theoretical basis of the research in this article,the current research status at home and abroad,etc.,and points out the strategic management concept and PEST analysis method based on this article.The third part is the development status and problems of Zhongqingbao company.The main problems in the development process of Zhongqingbao include the severe pressure on the development of the enterprise,the lack of quality games with market appeal,the gap of professional r&d personnel,and the technical innovation in the product development of the enterprise.The fourth part is the analysis of internal and external environment of Zhongqingbao’s development,including external environment,internal environment and SWOT matrix analysis.The fifth part is the formulation and implementation of the development strategy of Zhongqingbao.Firstly,the development strategy of Zhongqingbao is formulated,and then the formulation and implementation of its development strategy are analyzed.Finally,it is the safeguard measures for the implementation of the development strategy of Zhongqingbao.Taking Zhongqingbao as an example,this paper hopes to provide some reference for the strategic transformation of Zhongqingbao and similar online game companies through the research on the development strategy of Zhongqingbao.