Research On The Enterprise Strategy Of The Single-Player Game Industry

In recent years,the video game industry of China has entered a new period.The development of domestic games is mainly concentrated in mobile games and online games.Domestic Single-Player Game products occupy a small proportion in the market,and the development of Single-Player Game manufacturers is difficult.However,based on the global Single-Player Game market share and the development trend of domestic Single Game industry,the domestic Single-Player Game industry contains great development potential.Therefore,it is necessary to explore the problems and challenges faced by the domestic single game industry,to analysis consumer demand,and put forward the corresponding strategies for the development of domestic single game enterprises.Firstly,this thesis applies SCP model to the data of domestic single game industry,according to the impact of external environment,market structure,enterprise behavior,enterprise performance and other factors.Though summarizing and analying the data,he common problems and challenges faced by Chinese single game enterprises in the current industrial environment are concluded,including insufficient policy supply,the immature industrial chain,and the solidified consumers’ payment habits.Secondly,this thesis bases on the research method of consumer questionnaire survey,verifies the influence degree of demand factors such as immersive experience,creative theme type,online combat function,traditional classic cultural elements,user’s praise rate on consumer’s willingness,and constructs the framework path of each factor influencing the final consumer’s purchase intention,so as to get the consumer’s characteristics and demand preference.Based on the theory of product life cycle,this thesis analyzes the short-term and long-term coping strategies of the current single game industry environment from the research and development stage;This thesis analyzes the product strategy in the market stage of product life cycle,including introduction stage,growth stage,mature stage and decline stage.Finally,this thesis puts forward the supplementary strategies for the future development of single game enterprises: developing intellectual property(IP)resources;operating the IP authorization mode and derivatives flexibly to meet differentiated needs.Through these research,this thesis provides support for the development strategy of domestic Single-Player Game enterprises,and provides ideas and reference for the development of Chinese Single-Player Game industry.