| The rapid development of network technology has given birth to multiple emerging industries.As its representative,online games,with the in-depth application of emerging technologies such as big data,cloud computing,artificial intelligence and blockchain,have become the new network economy growth point in recent years.The huge market potential and high profit returns have attracted more and more companies to join in.With the industry characteristics of fast technology iteration and short product cycle,under the background of rapid changes in the industry development environment and intensified intra-industry competition,it is considerable how to ensure that online game companies have a stable and long-term growth for their existing development strategies? Adjusting,optimizing,and further exploring feasible product strategies,marketing strategies and service strategies are issues that many online game companies need to solve urgently.On the basis of consulting domestic and foreign related documents,the paper analyzes the existing development strategy and strategic environment of TX game company,and uses strategic analysis methods to study the development strategy of TX game company.First,the paper analyzes the TX company’s current development strategy and its existing problems,and points out the reasons for the problems.Secondly,using the PEST analysis model and Porter’s five forces model to analyze the external environment of TX game company,and construct the external factor evaluation(EFE)matrix,the weighted average score of TX game company’s EFE matrix is 2.70 points,which is higher than the average score of 2.50 points.Which shows that the current TX game company’s grasp and response to the external environment is acceptable,but there is still a lot of room for improvement;at the same time,the company’s operating status,human resources,technical capabilities and financial status are analyzed,and internal factors evaluation(IFE)matrix,the internal factor evaluation matrix of TX game company’s products is calculated and the weighted average score is 2.85 points,indicating that the overall internal conditions of the company are at an advantage,especially the product development foundation and operating platform advantage,but the disadvantages are also more prominent,mainly talents lack and single product.Then,through analysis and demonstration,how TX game company chooses its development strategy,and combined with the company’s internal and external environment and strategic vision,goals,market segmentation,target market selection,product and brand positioning,the TX game company’s development strategy was carried out.System optimization,including product development strategy,marketing channel strategy,talent strategy,brand building strategy.Finally,it puts forward the safeguard measures for TX game company to implement the optimization of its development strategy,which mainly include the organizational level,the human resource management level,and the service level.Based on the basic theories,methods and tools of strategic management,the thesis is closely related to the actual situation of TX game company,closely following the development trend of the industry,and finding solutions based on problems,hoping to contribute to the sustained and stable development of TX game company and other peer companies provide a certain reference. |
