Study Of Virtual Business Strategy Online Game Operator

The fast development of network technology impels many new industries' growth which take the network as the foundation. As a typical representation of new industries, the market scale of online game industry in our country rapidly expanded from 0.03 billion Yuan in 2000 to 6.54 billion Yuan in 2006. The rapid development of online game industry attracted a lot of enterprises to join in the online game operation industry, which leads that the competition of online game market becomes more intense day by day and the online game industry comes into the mature stage. How to make competition strategy, maintain the competition advantage, obtain the continues profits in the high growth, the high competition situation has become a key point to the online game operator.This article stands on the view of the online game industry value chain, reveals the core value activities of the operators, and brings up the new competition strategy based on the value chain - virtual operating strategy. This article first introduced the online game concept, the essential features, development course in our country and summarizes the present situation, the operation business competition pattern, the competition characteristics of online game industry in our country with statistical data of the online game industry. On the base of analyzing online game industry present situation in our country, the author begins with players' customer value, promulgates the game to play the family customer value the constitution, constructs the online game industry value chain, analyzes value chain members' main value activities, and further analyzes the online game operators' value activities by the reading massive online game industry correlation data and predecessor's research results.In view of the value chain constitution present situation of online game industry in our country, the author proposes new competition strategy mode based on the online game value activities improvements - virtual operating strategy mode. The mode take players as the center. Operators provide communication channels between players and cooperation parters through operating the online game platforms. The article finally analyzes the promotion of the value chain value activities by virtual operating strategy and the key points of virtual operator strategy.Through this article, the author hopes that online game operators can absorb the viewpoint which they may profit from and operate virtual operating strategy, constitute virtual corporation by uniting online game developers and intermediary merchants to provide services to players. Online game operators can concentrate in the main value activities, reflect fast to the market movements and opportunities, establish competitive advantage, obtain the lasting profit ability, meanwhile promote players' customer value.