任天堂进入移动游戏行业的战略研究
发布时间：2018-07-29 13:50
【摘要】：本文的主要内容是研究日本主机游戏厂商任天堂在面临主机游戏市场日益缩小,企业利润不断降低的情况下通过进军移动游戏市场进行战略转型的可行性,并且探讨了任天堂在转型过程中出现的失误以及失误的原因,最后得出了一些对于企业的战略管理的启示。本文首先通过数据分析,阐述了当前主机游戏市场日益萎缩的现状,随后通过分析任天堂自2014年至2016年不断恶化的财务状况,阐述任天堂改革的急迫性和必要性。随后通过分析移动游戏行业近年来的巨大增长,表明任天堂向移动游戏市场转型具有可行性。之后本文首先运用数据分析和波士顿矩阵分析移动行业吸引力,指出移动游戏行业是当下最具有吸引力的行业之一,并在此基础上对移动游戏的宏观环境和竞争状况进行分析和评价,指出移动游戏行业既有游戏市场保持高速增长等机会,也有消费者谈判能力增强等威胁,运用外部因素评价矩阵得出移动游戏行业对任天堂来说是机会大于威胁。运用内部因素评价矩阵对任天堂进行分析,得出任天堂既有对游戏市场不熟悉等劣势也有良好的公司信誉等优势,并通过评价得出任天堂的资源能力表现在进入移动游戏行业方面是优势大于劣势。之后本文通过匹配度分析得出任天堂可以进入移动游戏行业的结论。在综合分析了任天堂的案例后,本文对企业的战略管理提出了一些建议。
[Abstract]:The main content of this paper is to study the feasibility of Japanese host game manufacturer Nintendo's strategic transformation by entering the mobile game market under the condition that the host game market is shrinking day by day and the profit of the enterprise is decreasing. It also discusses the mistakes and causes of Nintendo in the process of transformation, and finally draws some enlightenment for the strategic management of enterprises. In this paper, firstly, through the data analysis, the paper expounds the current situation of the shrinking computer game market, and then through the analysis of Nintendo's deteriorating financial situation from 2014 to 2016, expounds the urgency and necessity of Nintendo's reform. Then, by analyzing the huge growth of mobile game industry in recent years, it shows that Nintendo is feasible to transform to mobile game market. After that, this paper first uses data analysis and Boston matrix to analyze the attraction of mobile industry, and points out that the mobile game industry is one of the most attractive industries. On this basis, the macro environment and competitive situation of mobile games are analyzed and evaluated. It is pointed out that the mobile game industry not only has opportunities to maintain high growth in the game market, but also has threats such as enhanced negotiating power of consumers. Using the external factor evaluation matrix, it is concluded that the opportunity is greater than the threat to Nintendo in the mobile game industry. Using the internal factor evaluation matrix to analyze Nintendo, it is concluded that Nintendo not only has disadvantages such as not familiar with the game market, but also has the advantages of good corporate reputation, etc. And through the evaluation, Nintendo's resource ability is stronger than inferior in entering the mobile game industry. Then this paper draws the conclusion that Nintendo can enter the mobile game industry by matching degree analysis. After a comprehensive analysis of Nintendo's case, this paper puts forward some suggestions on the strategic management of enterprises.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6
本文编号：2152878
[Abstract]:The main content of this paper is to study the feasibility of Japanese host game manufacturer Nintendo's strategic transformation by entering the mobile game market under the condition that the host game market is shrinking day by day and the profit of the enterprise is decreasing. It also discusses the mistakes and causes of Nintendo in the process of transformation, and finally draws some enlightenment for the strategic management of enterprises. In this paper, firstly, through the data analysis, the paper expounds the current situation of the shrinking computer game market, and then through the analysis of Nintendo's deteriorating financial situation from 2014 to 2016, expounds the urgency and necessity of Nintendo's reform. Then, by analyzing the huge growth of mobile game industry in recent years, it shows that Nintendo is feasible to transform to mobile game market. After that, this paper first uses data analysis and Boston matrix to analyze the attraction of mobile industry, and points out that the mobile game industry is one of the most attractive industries. On this basis, the macro environment and competitive situation of mobile games are analyzed and evaluated. It is pointed out that the mobile game industry not only has opportunities to maintain high growth in the game market, but also has threats such as enhanced negotiating power of consumers. Using the external factor evaluation matrix, it is concluded that the opportunity is greater than the threat to Nintendo in the mobile game industry. Using the internal factor evaluation matrix to analyze Nintendo, it is concluded that Nintendo not only has disadvantages such as not familiar with the game market, but also has the advantages of good corporate reputation, etc. And through the evaluation, Nintendo's resource ability is stronger than inferior in entering the mobile game industry. Then this paper draws the conclusion that Nintendo can enter the mobile game industry by matching degree analysis. After a comprehensive analysis of Nintendo's case, this paper puts forward some suggestions on the strategic management of enterprises.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6
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