【摘要】：本文的主要內(nèi)容是研究日本主機(jī)游戲廠商任天堂在面臨主機(jī)游戲市場(chǎng)日益縮小,企業(yè)利潤(rùn)不斷降低的情況下通過進(jìn)軍移動(dòng)游戲市場(chǎng)進(jìn)行戰(zhàn)略轉(zhuǎn)型的可行性,并且探討了任天堂在轉(zhuǎn)型過程中出現(xiàn)的失誤以及失誤的原因,最后得出了一些對(duì)于企業(yè)的戰(zhàn)略管理的啟示。本文首先通過數(shù)據(jù)分析,闡述了當(dāng)前主機(jī)游戲市場(chǎng)日益萎縮的現(xiàn)狀,隨后通過分析任天堂自2014年至2016年不斷惡化的財(cái)務(wù)狀況,闡述任天堂改革的急迫性和必要性。隨后通過分析移動(dòng)游戲行業(yè)近年來的巨大增長(zhǎng),表明任天堂向移動(dòng)游戲市場(chǎng)轉(zhuǎn)型具有可行性。之后本文首先運(yùn)用數(shù)據(jù)分析和波士頓矩陣分析移動(dòng)行業(yè)吸引力,指出移動(dòng)游戲行業(yè)是當(dāng)下最具有吸引力的行業(yè)之一,并在此基礎(chǔ)上對(duì)移動(dòng)游戲的宏觀環(huán)境和競(jìng)爭(zhēng)狀況進(jìn)行分析和評(píng)價(jià),指出移動(dòng)游戲行業(yè)既有游戲市場(chǎng)保持高速增長(zhǎng)等機(jī)會(huì),也有消費(fèi)者談判能力增強(qiáng)等威脅,運(yùn)用外部因素評(píng)價(jià)矩陣得出移動(dòng)游戲行業(yè)對(duì)任天堂來說是機(jī)會(huì)大于威脅。運(yùn)用內(nèi)部因素評(píng)價(jià)矩陣對(duì)任天堂進(jìn)行分析,得出任天堂既有對(duì)游戲市場(chǎng)不熟悉等劣勢(shì)也有良好的公司信譽(yù)等優(yōu)勢(shì),并通過評(píng)價(jià)得出任天堂的資源能力表現(xiàn)在進(jìn)入移動(dòng)游戲行業(yè)方面是優(yōu)勢(shì)大于劣勢(shì)。之后本文通過匹配度分析得出任天堂可以進(jìn)入移動(dòng)游戲行業(yè)的結(jié)論。在綜合分析了任天堂的案例后,本文對(duì)企業(yè)的戰(zhàn)略管理提出了一些建議。
[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.
【學(xué)位授予單位】：延邊大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F416.6

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