Research On The Diversified Operational Performance Of Online Game Enterprises

The continuous and rapid development of my country’s market economy shows a trend of diversification.That is,in the fierce market competition,in order to seek better survival and development,enterprises have gradually implemented diversified development strategies and extended their business to all walks of life.In recent years,in the process of gradually integrating into people’s spiritual and cultural life,the online game industry has ushered in new development opportunities and has become a popular emerging industry by riding the wave of diversification.Affected by the epidemic,many companies have been shut down,and the real industry has been hit hard,but the "Otaku Economy" representing the online game industry stands out.It breaks through the limitations of geographical space and enriches people’s digital cultural life while creating high revenue.The continuous changes in user aesthetics,next-generation platforms,distribution models and the global game market also promote the orderly development of the game industry in the direction of quality,diversification and globalization.In fact,only with a sufficient product structure and a diversified brand strategy can an enterprise gain a firm foothold in this unique market and seek development.The diversification of the enterprise can give full play to the advantages of resource sharing,thereby promoting the rapid development of the enterprise.As a leading enterprise in the domestic online game industry,S Interactive Entertainment has achieved certain achievements after years of diversified operation and development.This thesis selects S Interactive Entertainment as a research case,analyzes the motivation of its implementation according to the process of its implementation of diversification strategy,and evaluates the financial indicators after the implementation of diversification,and analyzes its impact on corporate performance,in order to provide a certain reference for the diversification of similar enterprises.Firstly,this thesis combs and summarizes the relevant literature on diversification,financial performance and the relationship between them at home and abroad,and expounds them theoretically,which provides a certain theoretical basis for further analyzing the diversification performance of S Interactive Entertainment.Secondly,it analyzes the motivation of S Interactive Entertainment’s diversification strategy from two aspects: the external environment and the enterprise interior.Through the comparative analysis method,this thesis makes a quantitative and qualitative analysis on the financial performance of S Interactive Entertainment diversification from the perspectives of Balanced Scorecard performance evaluation system,economic value added(EVA)and enterprise value,in which the Tobin Q value is selected for enterprise value.The research results show that the internal motivation of S Interactive Entertainment’s implementation of the diversification strategy is: diversifying business risks and enhancing market competitiveness;replacing the market with enterprises to reduce transaction costs;strengthening internal collaboration and improving efficiency.Through the analysis of the financial indicators of S Interactive Entertainment,it is found that diversification has a positive effect on its financial performance.The reason why S Interactive Entertainment has achieved remarkable diversification results is that: relying on the core competitiveness of the enterprise to carry out diversification in an orderly manner,relying on the internal development of the enterprise to accumulate resources,and give full play to the synergistic effect of diversified operations.And based on the above content,it puts forward relevant suggestions to other similar enterprises.