暴雪娱乐公司STP战略

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

2、tituteproductsbuyercontrolwhethertobuyornotourcompanycanchooseanysuppliermiddlelevellowlevelnocurrentsaleslowgrowthrateslowlevellowlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedOffersuperiorvalueandgainadvantagesovercompetitorsMarket2SizeGrowthStructureattractivenessCompanyobjecti

3、ves&resourcesStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyerswhichPowerfulsuppliersCompanyobjectives&resourcesSkillsandresourcesneededtosucceedOffersuperiorvalueandgainadvantagesovercompetitorstoomanycompetitorslotsofsubstituteproductsbuyercontrolwhethertobuyornotandtobuyo

4、urcompanycanchooseanysuppliermiddlelevellowlevel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growthrates会略微高出一点。所以在这里就不列出来做详细的分析了，由分析可以知道这4个市场都是在本公司条件下发展前景不大的市场.Market5StructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorslittlesubstituteproduct

5、sbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierSizemanycurrentsalesGrowthnothighgrowthratesStructureattractivenesshighlevelCompanyobjectives&resourceshighlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel

6、市场6、7和市场5基本一致，不同在于currentsales，但是差别不大。Market8SizeGrowthStructureattractivenessnocurrentsalesnothighgrowthratesmiddlelevelCompanyobjectives&resourceshighlevelStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorslotsofsubstituteproduct

7、sbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel由以上的分析我们可以得出这4个市场的市场吸引力和相对竞争优势相对较高，具备发展前景，可以作为发展的目标市场Market9SizehighestcurrentsalesGrowthnothighgrowthratesStruc

8、tureattractivenesshighlevelCompanyobjectives&resourceshighlevelStructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorsnotmanysubstituteproductsbuyercontrolwhethertobuyornotourcompanycanchooseanysupplierCompanyobjectives&resourcesSkills

9、andresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel市场10、11和市场9的分析基本一致，不同在于currentsales，但差别不大。Market12StructureattractivenessAggressivecompetitorsSubstituteproductsPowerofbuyersPowerfulsupplierswearestrongerthancompetitorsnotmanysubstituteproductsbuyercontr

10、olwhethertobuyornotourcompanycanchooseanysupplierSizenocurrentsalesGrowthhighgrowthratesStructureattractivenesshighlevelCompanyobjectives&resourceshighlevelCompanyobjectives&resourcesSkillsandresourcesneededtosucceedhighlevelOffersuperiorvalueandgainadvantagesovercompetitorshighlevel由以上的分析我们可以得出这4个市

11、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，我们做出了如下图表来说明不同市场的发展前景。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。Marketpositioning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。PositioningstrategyPossiblecompetitiveadvantages:BetterpictureMorebalancedgamedesignToenrichtheconnotationofthegameThemoretherealoperationexperience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一个通性，所以我们放弃了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“Morebalancedgamedesign&Toenrichtheconnota