Research On Competitive Strategy Of LG Online Game Company

With the continuous development of the Internet Industry,the Online Game Industry has become a prosperous industry and an indispensable support for the Internet Economy and Cultural Entertainment Industry.Although the Game Industry started late in China,the expansion of the market and high profits attracted a large number of enterprises to pour in,resulting in fierce competition and centralization in the market.Within this context,as a small and medium-sized enterprise,LG Online Game Company wants to survive and develop,it must recognize the reality,and formulate feasible competition strategies through considering their operating conditions and objective market environment.This paper studies the competitive strategy of LG Online Game Company by using the theory of competition strategy.First of all,using PEST analysis model and Potter five force model to analyze the company's external and internal environment.Determine the overall competitive environment the company faces and the strategic position of the company in the industry and construct External Factor Evaluation Matrix.Secondly,on the basis of the analysis of the development status of LG Online Game Company,the internal environment of the company is analyzed from the aspects of organizational structure,human resources,technical ability,financial status.Then construct Internal Factor Evaluation Matrix.Moreover,according to the analysis of the internal and external environment of LG Online Game Company the company's market positioning and development goals have been revised.Combined with the analysis of the SWOT model of LG Online game company,discriminate the feasibility of several basic competitive strategy of LG Online Game Company one by one,and ultimately choose the differentiation strategy.Then put forward from the concept of technology,products,brand aspects of the implementation of differentiation strategy.Finally gives suggestions for HR,customer service,R&D,marketing and operation aspects.According to competitive strategy theory and combined with the practical situation of LG Online Game Company,the article provides some advices for the continued development of LG Online Game Company.