Research On Overseas Business Model Of China Mobile Game Industry

Since 2016,mobile games have dominated the global game market.With the fierce competition in the domestic market,mobile game companies start to focus on the overseas game markets,which are broader,more mature and more relaxed policy control.At present,the export of mobile game enterprises is facing the problems of homogeneity of products,insufficient financial strength,and lack of overseas operation and maintenance experience.The prudent choice of business model can avoid some risks for enterprises in advance.Compared with mature game markets such as Europe,America,Japan and Korea,China’s mobile game industry was still young.The academic has less research on its overseas business model and application.Therefore,the study of overseas business model of China’s mobile game industry has certain practical and theoretical significance.This paper combs the evolution of the definition of business model and the research direction of business model.Bibliometric method is used to analyze the existing business model of mobile game industry with four directions--product management,customer relationship management,infrastructure management and financial management.Secondly,this paper describes the development process of China’s mobile game industry business model from three perspectives of technology maturity curve,industry chain development and market development.Combining with the existing e-commerce business model,this paper makes adaptable adjustment,puts forward the composition of overseas business model of China’s mobile game industry with the explanations of the content and significance of each component.Subsequently,this paper makes a descriptive analysis of the high-frequency data of downloading and revenue of successful mobile games from overseas business models of China’s mobile game industry,and makes an empirical analysis of the profit models of its business models by using MF-DFA and MF-DCCA.Four types of mobile games are summarized accordingly.The main conclusions of this paper are as follows: in the business model of export mobile games,the profit models of strategy,multi-player online tactics,competitive and leisure have obvious multifractal characteristics,and the profit models of different game types are not completely independent.Finally,based on the theoretical and empirical results,this paper puts forward operational suggestions from the Chinese government,the mobile game industry and the mobile game enterprises to stimulate the development of overseas business model of mobile game industry.