Research On Competitive Strategy Of NetEase’s Online Game Business

As a leader in China ’s game enterprises,Netease has many well-known game products.Under the strategy of encouraging and standardizing the development of the game industry in the country and the lack of incremental users in the domestic game market,Netease ’s online game business has implemented a diversified and global development strategy to achieve stable business growth.However,while developing its business,in the face of increasingly fierce competition from the industry,Netease needs to further enhance its core competitiveness and achieve healthy and sustainable development.Based on the theory of strategy,this paper uses PEST analysis,Porter ’s five-force model and SWOT analysis to deeply analyze the internal and external environment of Netease ’s online game business and the company ’s core competitiveness,clarifies the strategic objectives,and finds out the competitive strategy in line with the company ’s own characteristics.Competitive strategy plays a vital role in the development of enterprises.If Netease ’s online game business wants to make a breakthrough,the challenges it faces come from many aspects.In such a competitive environment,formulating appropriate competitive strategies can help Netease ’s online game business accurately understand market demand,find its own positioning,and adjust its operation mode in time.Improve market share and profitability,as well as guide the business direction of enterprises,improve the brand value of enterprises,so as to achieve long-term developpment.Netease ’s online game business started earlier and occupies an important position in China ’s game market.Through the study of Netease ’s online game business competition strategy,it can provide broader thinking on the competition practice of China ’s Internet game enterprises,and also provide certain research value for similar cultural and creative enterprises other than Internet game enterprises.