基于SWOT分析法对动视暴雪公司的发展现状及对策研究.pdfVIP

基于SWOT分析法对动视暴雪公司的发展现状及对策研究 2022年 5 月25 日 1 摘 要 随着现在人民的物质生活日益丰富，文娱需求也在提高，电子游戏也作为新兴的第九艺 术进入了大众的生活里。因此，游戏产业的发展也越来越正规化，其相关产业也越来越具有 规模化。而在2000年到2018年是被称为“暴雪王朝”的时期，在此期间，动视暴雪的游戏 几乎占据了所有类型的电子游戏主流市场。但是2018年后的动视暴雪，相比于过去的逆流 而上，在市场前景大好的如今却渐显颓势。 面对动视暴雪的现状，本文通过相关文献以及企业官方网站的相关内容了解其企业的运 营模式、企业文化和企业状况再根据用户社区的消费反馈与消费心理进行分析。基于SWOT 分析法，从企业的内部运营和外部发展环境来分析动视暴雪公司目前发展所遇到的各种因 素，然后通过SWOT矩阵表得出四种方向的经营策略,希望这四种方向的策略可以帮助动视暴 雪走出目前的困境，并为相关行业提供理论指导。 关键词：电子游戏；SWOT分析法；动视暴雪；运营模式；组织文化 Abstract As peoples material life is increasingly rich, the demand for entertainment is alsoimproving,andvideogameshave enteredthepublicslifeasanewninth art.Asa result,the development ofthe game industry isbecoming more and more formalized, and its related industries are becoming more and more large-scale. The period from 2 2000to 2018wasknown asthe Blizzard dynasty,during whichActivision Blizzard gamesdominatedthemainstreamvideogamemarket in almost every genre.However, activision Blizzard after 2018, compared with the past upstream, in the market prospectsarenow declining. In the face ofthe current situation ofActivision Blizzard,thispaper learns about its operation mode, corporate culture and corporate status through relevant literature and the relevant content of its official website, and then analyzes the consumer feedback and consumer psychology of the user community. Based on the SWOT analysis method, from the enterprise internal operation and external development environment for analysis of activision blizzard company current development of various factors, and then through the SWOT matrix table four direction of business strategy, hope the four direction strategy can help activision blizzard out of the dilemma,andprovidetheoreticalguidancefor therelatedindustries. Key words: videogame;SWOT