暴雪娛樂公司STP戰(zhàn)略

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

2、tituteproductsbuyercontrolwhethertobuyornotourcompanycanchooseanysuppliermiddlelevellowlevelnocurrentsaleslowgrowthrateslowlevellowlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedOffersuperiorvalueandgainadvantagesovercompetitorsMarket2SizeGrowthStructureattractivenessCompanyobjecti

3、ves&resourcesStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyerswhichPowerfulsuppliersCompanyobjectives&resourcesSkillsandresourcesneededtosucceedOffersuperiorvalueandgainadvantagesovercompetitorstoomanycompetitorslotsofsubstituteproductsbuyercontrolwhethertobuyornotandtobuyo

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

5、sbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierSizemanycurrentsalesGrowthnothighgrowthratesStructureattractivenesshighlevelCompanyobjectives&resourceshighlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel

6、市場6、7和市場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個市場的市場吸引力和相對競爭優(yōu)勢相對較高，具備發(fā)展前景，可以作為發(fā)展的目標市場Market9SizehighestcurrentsalesGrowthnothighgrowthratesStruc

8、tureattractivenesshighlevelCompanyobjectives&resourceshighlevelStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorsnotmanysubstituteproductsbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierCompanyobjectives&resourcesSkills

9、andresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel市場10、11和市場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個市

11、場不論在市場吸引力還是在相對競爭優(yōu)勢上都具有相當大的優(yōu)勢，是我們公司最為核心的市場。對于我們的各個市場，以便清晰的了解它們的現(xiàn)狀，我們做出了如下圖表來說明不同市場的發(fā)展前景。根據(jù)圖表顯示以及每4個市場后的分析可以清楚的看到我們的目標市場是市場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)品是需要深度體驗以及高操作要求的，具體的對比圖表見附件。PositioningstrategyPossiblecompetitiveadvantages:BetterpictureMorebalancedgamedesignToenrichtheconnotationofthegameThemoretherealoperationexperience根據(jù)游戲市場的現(xiàn)狀，好的畫面現(xiàn)在已經(jīng)比較普遍，真實的游戲體驗也是現(xiàn)在游戲產(chǎn)品的一個通性，所以我們放棄了這個可能的競爭優(yōu)勢，選擇更有發(fā)展的競爭優(yōu)勢，因此我們選擇“Morebalancedgamedesign&Toenrichtheconnota