暴雪娛樂(lè)公司STP戰(zhàn)略

1、STPstrategy(By:LiYu)BlizzardsMarket/productMatrixnocurrentsaleslowgrowthrateslowlevellowlevelAnalysisofeachmarketMarket1SizeGrowthStructureattractivenessCompanyobjectives&resourcesStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierstoomanycompetitorslotsofsubs

2、tituteproductsbuyercontrolwhethertobuyornotourcompanycanchooseanysuppliermiddlelevellowlevelnocurrentsaleslowgrowthrateslowlevellowlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedOffersuperiorvalueandgainadvantagesovercompetitorsMarket2SizeGrowthStructureattractivenessCompanyobjecti

3、ves&resourcesStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyerswhichPowerfulsuppliersCompanyobjectives&resourcesSkillsandresourcesneededtosucceedOffersuperiorvalueandgainadvantagesovercompetitorstoomanycompetitorslotsofsubstituteproductsbuyercontrolwhethertobuyornotandtobuyo

4、urcompanycanchooseanysuppliermiddlelevellowlevel市場(chǎng)3、4和與市場(chǎng)1、2的分析內(nèi)容基本一致，唯一不同就是市場(chǎng)3、4的growthrates會(huì)略微高出一點(diǎn)。所以在這里就不列出來(lái)做詳細(xì)的分析了，由分析可以知道這4個(gè)市場(chǎng)都是在本公司條件下發(fā)展前景不大的市場(chǎng).Market5StructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorslittlesubstituteproduct

5、sbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierSizemanycurrentsalesGrowthnothighgrowthratesStructureattractivenesshighlevelCompanyobjectives&resourceshighlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel

6、市場(chǎng)6、7和市場(chǎng)5基本一致，不同在于currentsales，但是差別不大。Market8SizeGrowthStructureattractivenessnocurrentsalesnothighgrowthratesmiddlelevelCompanyobjectives&resourceshighlevelStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorslotsofsubstituteproduct

7、sbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel由以上的分析我們可以得出這4個(gè)市場(chǎng)的市場(chǎng)吸引力和相對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)相對(duì)較高，具備發(fā)展前景，可以作為發(fā)展的目標(biāo)市場(chǎng)Market9SizehighestcurrentsalesGrowthnothighgrowthratesStruc

8、tureattractivenesshighlevelCompanyobjectives&resourceshighlevelStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorsnotmanysubstituteproductsbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierCompanyobjectives&resourcesSkills

9、andresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel市場(chǎng)10、11和市場(chǎng)9的分析基本一致，不同在于currentsales，但差別不大。Market12StructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorsnotmanysubstituteproductsbuyercontr

10、olwhethertobuyornotourcompanycanchooseanysupplierSizenocurrentsalesGrowthhighgrowthratesStructureattractivenesshighlevelCompanyobjectives&resourceshighlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel由以上的分析我們可以得出這4個(gè)市

11、場(chǎng)不論在市場(chǎng)吸引力還是在相對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)上都具有相當(dāng)大的優(yōu)勢(shì)，是我們公司最為核心的市場(chǎng)。對(duì)于我們的各個(gè)市場(chǎng)，以便清晰的了解它們的現(xiàn)狀，我們做出了如下圖表來(lái)說(shuō)明不同市場(chǎng)的發(fā)展前景。根據(jù)圖表顯示以及每4個(gè)市場(chǎng)后的分析可以清楚的看到我們的目標(biāo)市場(chǎng)是市場(chǎng)5、6、7、8、9、10、11、12。Marketpositioning和其他的游戲產(chǎn)品相比，我們的產(chǎn)品是需要深度體驗(yàn)以及高操作要求的，具體的對(duì)比圖表見(jiàn)附件。PositioningstrategyPossiblecompetitiveadvantages:BetterpictureMorebalancedgamedesignToenrichtheconnotationofthegameThemoretherealoperationexperience根據(jù)游戲市場(chǎng)的現(xiàn)狀，好的畫(huà)面現(xiàn)在已經(jīng)比較普遍，真實(shí)的游戲體驗(yàn)也是現(xiàn)在游戲產(chǎn)品的一個(gè)通性，所以我們放棄了這個(gè)可能的競(jìng)爭(zhēng)優(yōu)勢(shì)，選擇更有發(fā)展的競(jìng)爭(zhēng)優(yōu)勢(shì)，因此我們選擇“Morebalancedgamedesign&Toenrichtheconnota