我国游戏产业对外输出的问题及对策分析——以网易为例

摘要

中国游戏市场(包括网络游戏市场、移动游戏市场、单机游戏市场等) 实际销售收入达到1144.8亿元人民币(Newzoo统计的2014年中国游戏收入为17,866,677,000美元)，比 2013 年增长了 37.7%。经过十多年的发展，我国已成为世界的游戏产业输出国，随着中国拥有亚洲地区最大的游戏市场，产业实力正不断增强。

中国网络游戏发展至今近十一年，从引进国外游戏到原创占领市场，再到产品对外输出，中国网游产业市场从无到有，由起步已走向成熟，取得了长足的发展，成为了中国游戏市场价值创收的主力军。然而，随着全球经济的发展及游戏相关产业技术的更新换代，不断崛起的网页游戏及移动平台游戏开始逐步扩大其在游戏市场所占的份额。

本文立足相关理论基础，主要包括产业竞争力研究、SWOT理论分析、波特竞争理论等理论基础，结合本文查询的相关资料等，同时结合网易游戏介绍和对外输出现状，明确分析网易游戏对外输出的问题，主要包括竞争力明显不足、文化差异带来的影响、贸易逆差不断加大。针对性提出提升游戏产业对外输出竞争力的对策，主要包括强化国际贸易战略定位、提高企业技术管理水平、选择好的合作伙伴、抢先占领市场，提高市场影响力、连接市场与研发，提升品牌接受度。

关键词: 游戏产业；对外输出；问题；对策；网易游戏

Abstract

The actual sales revenue of China’s game market (including online game market, mobile game market, single game market, etc.) is 114 billion 480 million yuan RMB (Newzoo statistics shows that China’s gaming revenue in 2014 is 17866677000 dollars), which is 37.7% higher than that in 2013. After more than 10 years of development, China has become the world’s game industry exporter. With China’s largest gaming market in Asia, its industrial strength is growing.

Chinese network game development has nearly eleven years, from the introduction of foreign original games to occupy the market, to product output, China online game industry market from scratch, from the beginning has been mature, has achieved great development, has become the China game market value income is the main force. However, with the development of global economy and the upgrading of game related industries, the rising of webpage games and mobile platform games gradually expand its share in the gaming market.

Based on the relevant theoretical basis, including industrial competitiveness research, SWOT theory analysis, Potter competition theory, combining with the related data query etc. in this paper, combined with the NetEase and the game output status, clear output Game Analysis of NetEase, including the apparent lack of competitiveness, influence, cultural differences bring the trade deficit continue to increase. Put forward the countermeasures to enhance the competitiveness of foreign game industry output, mainly including the strengthening of international trade strategic positioning, improve enterprise management level, choose a good partner, the first to occupy the market, improve the market development and market influence, connection, enhance brand acceptance.

Key words: game industry; foreign output; problems; countermeasures; NetEase games

摘要………………………………………………………………………………………………………………. 1

Abstract………………………………………………………………………………………………………… 2

1引言……………………………………………………………………………………………………………. 5

2.1产业竞争力研究……………………………………………………………………………….. 5

2.2SWOT理论分析………………………………………………………………………………… 6

2.3波特竞争理论…………………………………………………………………………………… 7

3网易游戏对外输出的问题……………………………………………………………………………. 7

3.1网易游戏介绍…………………………………………………………………………………… 7

3.2网易游戏对外输出的现状…………………………………………………………………. 7

3.3网易游戏对外输出存在的问题………………………………………………………….. 8

3.3.1竞争力明显不足……………………………………………………………………… 8