| Mobile game according to the need for communication network can be divided into single mobile gaming and online mobile game; this article will study single mobile game out to sea from two aspects of market strategy and operating strategy.Games are used longer than all application types. The length is about 34 minutes per day. In classic five applications, the Internet game application scale of 1.01 billion users ranked in the third.1.17 billion Social users ranked first,1.09 billion video game users ranked in second,900 million press users ranked fourth,870 million electricity users ranked fifth. Mobile game industry has become one of the main engines in the Internet industry.China's game market face increasingly fierce competitive environment, mainly displays in the following two aspects:1. The enterprise engaged in the development of the game become more and more. In 2015, China mobile game development companies are up to 2.77 million;2. Continued reduction in the number of the practical issue of the game. In 2015, after market income scale and CP scale continuous growth, but actual issuance of the number of games on the market since Q4 2014 start falling. In the first half of 2015, released game number is 3774.The reason on the one hand, the Chinese operators regulate on the game industry, on the other hand is user cost of distribution channels of the game increase and high quality requirements, the elimination game increased, from another side reflects only high-quality goods game on the market may have the chance to get value-added. In 2015, China card, leisure, role playing and strategy game occupies 87% market share, these types of games tend to be saturated red sea. In view of the current domestic mobile game industry, mobile game out to sea becomes the current chance, "don't out to sea, then out" and domestic mobile game developer swiftly moving has become the current trend in overseas markets.I will focuses on single mobile game out to sea from two aspects of overseas market strategy and overseas operations strategy, and explain risk, resources integration, common model, choice market, operations team construction, the implementation of operational model building and executing. Help China mobile game developers to quickly know the market and identify risks, and increase success rate.This paper contains six chapters. Chapter 1:is introduction, from the two aspects of research background and significance, research content and the method elaborates; Chapter2:the value chain theory and application, by quoting the value chain theory and the traditional value chain model, summarize to tour industry value chain model, and explains the characteristics of the industry value chain and the impact on the industrial structure; Chapter 3:mobile game industry overview, this chapter from two aspects of the current situation and trend of development of the Internet, global mobile game situation analysis; Chapter 4:Driving factors and risk analysis of H company's single mobile games on overseas market. This chapter introduces the inner and outer driving factors, the positioning of H company, the risks and risk avoiding measures of H company's single mobile games on overseas market. Chapter 5:The operation analysis of H company's single mobile games on overseas market. This charter introduces the market evaluation model, overseas market selection mechanism, H operation implementation, platform SWOT analysis of H company's single mobile games on overseas market.This study helps single mobile game developers to understand the current domestic platform and their mobile game integration of the value chain, and the basic situation of the overseas game market, provides feasibility study for single mobile game out to sea. |
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