暴雪娱乐公司STP战略

1、no current saleslow growth rateslow levellow leveltoo many competitorslots of substitute productsbuyer control whether to buy or notour company can choose any suppliermiddle levellow levelno current saleslow growth rateslow levellow levelSTP strategy (By: Li Yu)Blizzards Market/product Matrix自我实现感官冲

2、击休闲910111256781234产品场高级玩家中级玩家初级玩家为接触Analysis of each marketMarket 1SizeGrowthStructure attractivenessCompany objectives& resourcesStructure attractivenessAggressive competitors Substitute products Power of buyers Powerful suppliersCompany objectives& resourcesSkills and resources needed to succeed O

3、ffer superior value and gain advantages over competitorsMarket 2SizeGrowthStructure attractivenessCompany objectives& resourcesStructure attractivenessAggressive competitors Substitute products Power of buyers whichPowerful supplierstoo many competitorslots of substitute productsbuyer control whethe

4、r to buy or not and to buyour company can choose any supplierCompany objectives& resourcesSk川s and resources needed to succeedmiddle levelOffer superior value and gain advantages over competitorslow level市场3、4和与市场1、2的分析内容基本一致，唯一不同就是市场3、4的growth rates会略微 高出一点。所以在这里就不列出来做详细的分析r,由分析可以知道这4个市场都是在本公司条件下发展

5、前景不大的市 场.Market 5many current salesnot high growth rateshigh levelhigh levelSizeGrowthStructure attractivenessCompany objectives& resourcesStructure attractivenessAggressive competitors Substitute products Power of buyers Powerful suppliers we are stronger than competitorslittle substitute productsb

6、uyer control whether to buy or not our company can choose any supplierhigh levelhigh levelCompany objectives& resourcesSkills and resourcesneeded to succeedOffer superior value and gainadvantages over competitors市场6、7和市场5基本一致，不同在于current sales,但是差别不大。Market 8Size no current salesnot high growth rate

7、smiddle levelhigh levelGrowthStructure attractivenessCompany objectives& resourcesStructure attractivenessAggressive competitors Substitute products Power of buyers Powerful suppliers we are stronger than competitorslots of substitute productsbuyer control whether to buy or not our company can choos

8、e any supplierCompany objectives& resourcesSkills and resources needed to succeedOffer superior value and gain advantages over competitorshigh levelhigh level由以上的分析我们可以得出这4个市场的成场殁引力和橱箔多优势相时较高，具备发展前景，可以作为发 展的目标市场Market 9SizeGrowthStructure attractivenessCompany objectives& resourceshighest current sa

9、lesnot high growth rateshigh levelhigh levelStructure attractivenessAggressive competitorsSubstitute productswe are stronger than competitors not many substitute productsPower of buyersPowerful suppliersCompany objectives& resourcesSkills and resources needed to succeed Offer superior value and gain

10、 advantages over competitors buyer control whether to buy or not our company can choose any supplierhigh levelhigh levelhigh growth rateshigh levelhigh level市场10、11和市场9的分析基本一致，不同在于current sales,但差别不大。Market 12Size no current salesGrowthStructure attractivenessCompany objectives& resourcesStructure a

11、ttractivenessAggressive competitors Substitute products Power of buyers Powerful suppliers we are stronger than competitors not many substitute products buyer control whether to buy or not our company can choose any supplierCompany objectives& resourceshigh levelhigh levelSkills and resources needed

12、 to succeedOffer superior value and gain advantages over competitors由以上的分析我们可以得出这4个市场不论在市场吸引力还是在相对竞争优势上都具有相当大的优势，是我 们公司最为核心的市场。对于我们的各个市场，以便清晰的了解它们的现状，我们做出r如下图表来说明不同市场的发展前景.100050相对竞争优势100根据图表显示以及每4个市场后的分析可以清楚的看到我们的目标市场是市场5、6、7、8、9、10、 11、 12。Market positioning和其他的游戏产品相比，我们的产品是需要深度体验以及高操作要求的，具体的对比图表见附件。Positioning strategyPossible competitive advantages:Better pictureMore balanced game designTo enrich the connotation of the gameThe more the real operation experience根据游戏市场的现状，好的画面现在已经比较普遍，真实的游戏体验也是现在游戏产品的个通性，所以 我们放弃这个可能的竞争优势，选择更有发展的竞争优势，因此我们选择,More balanced game design & To enrich