任天堂公司场竞争战略探析.doc

WORD文档下载可编辑 专业技术资料分享 毕业设计（论文） 题 目： 任天堂公司市场竞争战略探析 任天堂公司市场竞争战略探析 摘要 电子游戏行业是一个近年来快速发展的行业，并具有极大的市场影响力。电子游戏市场多年来由微软公司﹑索尼公司和任天堂公司三大巨头掌控，各公司通过成本控制、技术创新等方法，在各自的竞争战略指导下，通过激烈的竞争，推动了游戏市场的市场结构的变化。 本文通过对电子游戏市场上的巨头之一的任天堂公司在面临经济、技术发展快速的新的市场环境所遭遇的问题的分析入手，分析使任天堂陷入困境的原有竞争战略的不足，对比重新确立任天堂领导地位的新竞争战略的优势，总结任天堂成功的原因。它的成功值得广大同行业公司借鉴与推广。 本文还总结出任天堂公司成功的经验，也将提及这种竞争战略使用过程中存在的潜在风险，体现市场竞争战略的应用过程中会出现的问题与对策。 关键字：任天堂；竞争策略；市场 THE ANALYSIS OF NINTENDO’S MARKET COMPETITION STRATEGY ABSTRACT Electronic game industry is a fast-growing industry in recent years and has great influence on the market.Electronic game market is occupied by Microsoft, Sony and Nintendo for years. Under their own strategy, they compete with each other fiercely. Thanks for this, they have changed the structure of the Electronic game market by means of cost-control, technology innovation. This article focuses on the problem which Nintendo meet in economic and rapid technology development new market environment. It analyzes the shortage of original competition strategy which cause Nintendo got into trouble. Besides, this article works out the advantages of new competition strategy which would rebuild Nintendo’s leadership status. It explains why Nintendo so successful. This is very important to other companies in Electronic game industry.It also mentions the potential risky when this competition strategy put into practices and solutions of this risky. Key words: Competition strategy; Nintendo; Market 目 录 1 绪论………………………………………………………………………………………1 1.1 研究背景与目的………………………………………………………………………1 1.2 研究思路与方法………………………………………………………………………1 2 任天堂公司原有竞争战略选择…………………………………………………………2 2.1 电子游戏行业市场竞争特点…………………………………………………………2 2.1.1 市场竞争环境特点………………………………………………………… 2.1.2 企业竞争策略特点……………………………………………………………3 2.2 任天堂公司原有市场竞争战略………………………………………………………4 2.2.1 产品策略………………………………………………………………………4 2.2.2 渠道策略………………………………………………………………………4 2.3 任天堂公司原有市场竞争战略存在的问题…………………………………………5 2.3.1市场进入时机选择的局限性…………………………………………………5 2.3.2 市场定位