| With the continuous development of The Internet industry in China,the mobile game industry has become a sunshine industry and a pillar of the digital entertainment industry in the Internet economy.Compared to countries with developed game industries,China’s mobile game industry started relatively late,but with the influx of capital and the improvement of the purchasing power of the new generation of young people,the scale of the game market is expanding,and the profits are also rising year by year.However,with the rapid increase of game production in recent years,as well as the changes and adjustments of various macro environments,the development gap between small and medium-sized game companies and game giants such as Tencent and Net Ease is getting bigger and bigger.As the mobile game market to the head of the enterprise sniper,small and medium-sized game companies generally suffered a relatively big impact.Therefore,the research on the development strategy of small and medium-sized game companies needs to be gradually deepened,and the development strategy and external competition challenges of game companies should be analyzed,and the feasibility development strategy should be formulated based on the internal operation of the company and the external environment of the game industry as the core.Guangzhou Tongwan technology Co.,LTD.(referred to as: Tongwan technology)is a small and medium-sized game company mainly engaged in game research and development,with a certain representative.Its main business: game development,publishing and operation,is still in the stage of rapid development of the young company.Due to its late establishment and low start-up capital,its core team members are all industry practitioners with years of cooperation experience.After years of rapid development,we also have stable target users and sustained growth in revenue.However,the company’s founding team is mostly technical personnel,whose main work experience is in the development of games and products,and they don’t have a good planning of the company’s development strategy,which makes the company’s development into a certain bottleneck,and even the trend of revenue decline in the foreseeable future.Based on this,this study analyzes the actual development of Guangzhou Tongwan Technology Co.,LTD.,which can be tailored to the case to put forward the appropriate development strategy,in order to achieve the corner overtaking in the market environment of fierce competition.This paper uses the relevant theory of strategic management,and draws lessons from the latest academic research results at home and abroad and the most cutting-edge data reports of the industry to conduct in-depth analysis of the internal and external environment faced by the company’s development,so as to put forward the company’s development strategy and implementation measures,and put forward the guarantee measures to ensure the smooth implementation of the development strategy.First of all,the internal environment and external environment of the company are analyzed,the competitive environment and strategic position of the company are described by PEST analysis model,and the external factors of the company are analyzed by matrix.At the same time,to play with the internal environment of science and technology,systematic analysis for the company’s positioning,development environment,goals and achievements of the existing research,and internal and external environment for the company by SWOT analysis,and for the company’s differentiation development strategy deployment,From the specific point of view of products,brands and technologies,effective development measures for service,marketing,talent,development,operation and other directions are analyzed.Finally,I hope this paper can provide practical guidance for the strategic planning and deployment of Tongwan Technology,and also provide certain reference value for the long-term development of small and medium-sized game companies that are facing similar problems. |
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