Analysis Of Nintendo’s Brand Competitiveness In China’s Game Console Market

Today’s world has entered the era of brand competition,brand is becoming the most powerful weapon of enterprise competition,brand competitiveness has gradually become an important external performance of enterprise comprehensive ability;Companies maintain their market position by virtue of unique and imitable brands.Nintendo,the research object of this paper,is an excellent company that has been able to maintain brand competitiveness throughout its development history.As a long-term leader in the world video game industry,Nintendo still maintains its dominant position in the global market in the increasingly fierce competition in the game console market.At the same time,in the face of the increasingly saturated world game console market,Nintendo and other game companies are also looking to the Chinese market with good consumption potential.Although China game console market share accounted for only 4% of the domestic game industry overall share,but the large base of gamers indicates China’s large host game market potential,want in the future occupy the first mover advantage on the track,the present represented by Nintendo consoles enterprise must make more efforts in the brand competitiveness.In order to better explore the highlights of Nintendo’s game console brand and the differences with its competitors,this paper constructs a brand competitiveness evaluation index system for game consoles,combines the product characteristics of game consoles,and refers to domestic and foreign scholars on brand competitiveness indicators.The research on the source of factors forms the final model of the brand competitiveness index system.In the process of constructing the index system,from the perspective of product and factor market,this paper sorts out the relationship between consumers and enterprises,and the contractual relationship between the two provides the basis for the formation of brand competitiveness.This article deals with the source of brand competitiveness and identifies the constituent elements of a specific index system.In terms of determining the weight of the indicator system,this paper uses the AHP to divide the weights of the indicators under each dimension,and finally obtains the brand competitiveness scores of Nintendo and its competitors through the collection and calculation of relevant indicator data.The analysis results of this paper show that the brand competitiveness of Nintendo game consoles has a slight advantage in general,and has certain advantages in brand marketing,consumer brand attitude,and market performance,especially in terms of gameplay and brand loyalty.It has obvious advantages,but it lacks in brand innovation and enterprise operation capabilities.Overall,Nintendo faces the challenge of gradually increasing its competitors.In view of Nintendo’s performance in brand competitiveness,this article summarizes the development experience of Nintendo’s brand competitiveness,and provides suggestions for its development in the Chinese game console market.