Research On Optimization Of China’s E-sports Industry Chain

Sports industry has entered a new era,The contradiction between the people’s growing demand for sports services and unbalanced and inadequate development has gradually emerged.The content of new events represented by e-sports has been favored by the general public,which is mainly youth groups.In order to support the high-quality development of the e-sports industry,government departments at all levels have successively issued policy documents on promoting the development of the e-sports industry and measures to implement the e-sports industry supporting service system.In recent years,although the ecological scale of the e-sports industry has been showing a growing trend,and the growth rate has gradually reached its peak,the market is mainly occupied by international Internet giants,our country’s e-sports industry must break through the restrictions of the international e-sports industry.Therefore,the focus of this article is to enhance the competitiveness of China e-sports industry,try to find and optimize the difficulties faced by our country’s e-sports industry,and aim to provide some suggestions for the high-quality development of the e-sports industry.Based on the literature review,this article first uses the SCP model to analyze China’s e-sports industry,discussing three aspects of market structure,market behavior and market performance to grasp the overall development of my country’s e-sports industry.It was shows that the e-sports industry chain is mainly composed of game manufacturers(upstream),event organizers(midstream)and live broadcast platforms(downstream).On the whole,it has extremely oligopolistic market,low product differentiation,high market barriers,low pricing,and mainly uses joint marketing and closed-loop marketing methods.The e-sports industry chain has low profit margins but is at the forefront of the use of technology.In order to further analyze e-sports industry chain,Tencent is used as a research case.It is found that the main difficulties in the development of the current e-sports industry chain are: the lack of high-quality games in upstream organizations,frequent expansion of new businesses,and quick success in operating ideas;lack of guidance for professionalization of midstream organizations,limited profit margins,and huge gaps in related talents;downstream organizations have a single monetization method.The C-end payment rate is low and the content homogeneity is serious.Finally,from the upper,middle,and downstream levels of the industry chain,suggestions for the optimization of my country’s e-sports industry chain are put forward.Upstream organizations should improve their independent innovation capabilities,horizontally connect the pan-entertainment sector,and enrich their operating profit models;midstream organizations should improve their professionalism through Crowdfunding enhances profitability and cultivates talents in the event industry;downstream organizations should develop diversified profit models,enhance operation,increase consumption levels,and content innovation to avoid homogenous products.