从盛大的成功看国内网络游戏企业的核心竞争力构建

^论文编号:DZ060  ^论文字数:9573,页数:15

摘   要

     随着互联网技术的逐步兴起和普及,作为新型休闲娱乐活动的网络游戏表现出了强大的生命力和发展潜力。网络游戏产业在我国得到了迅速的发展,网络游戏市场已初具规模,以网络游戏开发、运营为主体的产业链也初步形成,创下了许多令世人惊诧的经济效益, 并造就了如盛大这样的巨型运营商。尽管如此,我国目前的网络游戏市场却有60 %以上被韩国、日本、美国等国家的产品所占据,中国的网游企业大多数为运营商,缺乏自身的核心技术.核心竞争力的缺乏成为我国网游企业发展的瓶颈。
本文从分析我国网络游戏企业的发展现状入手，将盛大作为网游企业的一个代表，分析它的成功发展经验以及它的核心竞争力构建。在此基础上，对我国网络游戏企业如何构建核心竞争力进行了初步探讨，并提出了自己的思考和建议，以此来得到一些有利于我国网络游戏企业发展的启示。

〔关键词〕 网游企业　盛大  核心竞争力　　

Abstract

   In line with the popularization of Internet and the progress of computer technology, as a new type of leisure entertainment, Internet games have gradually showed tremendous vitality and development potential .The industry of Internet game, in today’s China, are rapidly developing. And the markets of Internet game are already of the commercial scale .Internet game industry chains mainly which consist of Internet game exploitation and operation have also basically formed. Meanwhile, the industry of network game has created great economic returns. On the basic of the development and trend of network game, sixty percents of the Internet game markets of our country have occupied by foreign Internet game products ,especially like Korean、 Japanese and American ones. Chinese Internet game enterprises are still staying at the stage of action for foreign merchants, and are short of core technology. The lacking of the core competence has becoming the block of development for Chinese Internet game enterprises.
    In view of the current development situation of  Internet game enterprises in our country， this paper briefly analyzes the successful experience of Shengda and the construction of the core competence by making Shengda as a deputy. On the basic of content above, this paper briefly discusses the systematic construction of the competence of Internet game corporations. Moreover, this paper puts forward some suggestions of my own; I hope that this paper can offer enlightenments for the development of Internet game enterprises in the future.

[key words] Internet game enterprises；Shengda；Core competence powe

目   录

1.  核心竞争力概念和特性 .......................................1
1.1 核心竞争力的概念 ...........................................1
1.2 核心竞争力的特性 ...........................................1
2.  国内网络游戏企业的发展特点 .................................2
2.1 网络游戏企业发展迅猛 .......................................2
2.2 自主研发能力弱 .............................................2
2.3 网络游戏专业人才匮乏....................................... 3
2.4 商业模式单一 ...............................................4
2.5 企业资金来源不足 ...........................................4
2.6 网络游戏周边产品开发不足 ...................................4
3.  国内网游企业发展面临的挑战 .................................4
3.1 传统社会价值观的挑战 .......................................4
3.2 市场环境的挑战............................................. 5
3.3 国外同行的挑战............................................. 5
4.  盛大核心竞争力构建的成功经验............................... 5
4.1 拥有强大运营能力 ...........................................6
4.2 拥有自主研发的能力 .........................................6
4.3 提供良好的客户服务和技术支持 ...............................7
5.  国内网游企业构建核心竞争力之路 .............................7
5.1 明确主导业务 ...............................................7
5.2 选择适合自己的经营模式 .....................................7
5.3 提高销售渠道建设和地面推广能力 .............................8
5.4 提高自主研发和技术创新能力 .................................9
5.5 提高客户服务品质 ...........................................10
5.6 加强对专业人才的挖掘和培养 .................................11
5.7 处理好吸收和引进的关系 .....................................11
参考文献 .......................................................13
致谢 ...........................................................14

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