论文总字数：17257字

目 录

1 绪论 1

1.1 研究背景 1

1.2研究意义 1

2 相关概念阐述 1

2.1 手机游戏产业链 1

2.2 手机游戏发展概况 2

3 手机游戏行业现状及分析 3

3.1全球手机游戏行业现状 3

3.2 中国手游市场现状 4

4手机游戏竞争结构分析 7

4.1 潜在竞争者 7

4.1.1移动游戏研发商 7

4.1.2移动游戏发行商 8

4.1.3移动游戏分发渠道商 8

4.2替代品 8

4.3现有竞争者竞争格局 10

4.3.1移动游戏研发商市场 10

4.3.2移动游戏发行商 10

4.3.3移动游戏分发渠道市场 10

4.4议价能力分析 11

5手机游戏产业面临的困境..............................................................................11

5.1手机游戏产业面临的外部困境.....................................................................11

5.1.1海外手机游戏的入侵........................................................................11

5.1.2国内专业人才的缺失........................................................................12

5.2手机游戏产业面临的内部困境......................................................................12

5.2.1手机游戏企业市场定位混乱..............................................................12

5.2.2手游发行商与开发商矛盾重重..........................................................12

6 手机游戏产业发展战略 12

6.1海外扩张战略 12

6.2人才培养战略 13

6.3通过大数据开展精确运营.............................................................................13

6.4加强与开发商联合运营 14

参考文献 14

致谢 15

浅析中国手机游戏产业现状及其发展战略

摘要：手机游戏在我国飞速发展，给行业企业和社会都带来了巨大的经济收益，为国民经济增长做出了积极贡献。然而互联网是一把双刃剑，在信息透明化的今天，手游行业的竞争也日趋激烈。笔者基于当前环境，综合国内外研究现状，对手机游戏产业的现状与前景展开了分析。首先对手机游戏产业链及其特点以及手机游戏的发展不同阶段进行了分析，其次对手机游戏行业现状进行了分析，包括全球和我国手机游戏行业。重点对我国手机游戏产业市场现阶段的竞争竞购进行了分析。最后按照上述分析，找出手机游戏产业存在的问题，并对我国手机游戏产业发展战略提出了四点建议：海外扩张战略、人才培养战略、通过大数据开展精确运营、加强与开发商联合运营。

关键词：手机游戏产业；产业现状；发展战略

Analyses the current situation of cell phone game industry and its development strategy

Abstract: Mobile gaming has been developing rapidly in China, which has brought huge economic benefits to industry, business and society, and has made positive contributions to national economic growth. However, the Internet environment is changing rapidly, the mobile game industry has a low threshold, and the market of our country is big and the profit is high. The domestic and foreign enterprises all pay close attention to the Chinese market, and the competition in the hand tour industry is becoming increasingly fierce. Based on the current environment, the author has integrated the domestic and foreign research status, and the competition and cooperation of the mobile game industry has been divided into two parts. Analysis. First of all, the mobile game industry chain and its characteristics, as well as the different stages of the development of mobile games are analyzed. Secondly, the status of the mobile game industry, including the global and China's game industry, is analyzed. This paper focuses on the analysis of the current competitive competition in mobile phone game industry in China. At last, according to the above analysis, four suggestions are put forward for the cooperation and development strategy of mobile game industry in China: overseas expansion strategy, talent training strategy, accurate operation through large data, and joint operation with developers.

Key words: mobile game industry; industry status; development strategy.

1 绪论

1.1 研究背景

随着技术的进步和用户需求的多样化，基于互联网和多媒体的各种信息化，用户的娱乐方式逐渐丰富起来，而游戏作为一种现阶段热门的消遣手段，逐渐成为人们平时娱乐消费的重要方式之一。游戏按照类型来分，包括传统的PC客户端游戏、轻型的PC网页游戏以及体验不受时间空间限制的手机游戏。

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