暴雪娛樂公司STP戰(zhàn)略--STP-strategy

1、STP strategy (By: Li Yu)Blizzards Market/product Matrix自我實(shí)現(xiàn)9101112感官沖擊5678休閑1234產(chǎn)品高級玩家中級玩家初級玩家為接觸市場Analysis of each marketMarket 1Sizeno curre nt salesGrowthlow growth ratesStructure attractive nesslow levelCompa ny objectives& resourceslow levelStructure attractive nessAggressive competitorsSubstit

2、ute productsPower of buyersPowerful suppliersCompa ny objectives& resourcesSkills and resourcesn eeded to succeedmiddle levelOffer superior value and gainadva ntages over competitorslow levelMarket 2SizeGrowthStructure attractive ness精選資料too many competitorslots of substitute productsbuyer con trol

3、whether to buy or not ourcompa ny can choose any supplierno curre nt saleslow growth rateslow level市場 3、4 和與市場 1、2 的分析內(nèi)容基本一致，唯一不同就是市場3、4 的 growth rates 會略微高出一點(diǎn)。所以在這里就不列出來做詳細(xì)的分析了，由分析可以知道這 場.Market 5Sizemany current salesGrowthnot high growth ratesStructure attractivenesshigh levelCompany objectives&

4、resourceshigh levelStructure attractivenessAggressive competitors Substituteproducts Power of buyersPowerful supplierswe are stronger than competitors littlesubstitute products buyer controlwhether to buy or not our company canchoose any supplierCompany objectives& resourcesSkills and resourcesCompa

5、ny objectives& resourcesStructure attractivenessAggressive competitorsSubstitute productsPower of buyers buywhich Powerful suppliersCompany objectives& resourcesSkills and resources needed tosucceedOffer superior value and gainadvantages over competitorslow leveltoo many competitorslots of substitut

6、e products buyer controlwhether to buy or not and toour company can choose any suppliermiddle levellow level4個市場都是在本公司條件下發(fā)展前景不大的市精選資料needed to succeedOffer superior value and gain advantages overcompetitors市場 6 、7 和市場 5 基本一致，不同在于 current sales ，但是差別不大Market 8Market 9Size highest current saleshigh le

7、velhigh levelSizeGrowth Structure attractiveness Companyobjectives& resourcesStructure attractivenessAggressive competitorsSubstitute productsPower of buyers PowerfulsuppliersCompany objectives& resourcesSkills and resourcesneeded to succeed Offer superior valueand gain advantages over competitors由以

8、上的分析我們可以得出這4個市場的市場吸引力展的目標(biāo)市場no current salesnot high growth ratesmiddle levelhigh levelwe are stronger than competitors lots of substituteproducts buyer control whether to buy or not ourcompany can choose any supplierhigh levelhigh level和相對競爭優(yōu)勢相對較高，具備發(fā)展前景，可以作為發(fā)Growthnot high growth rates精選資料high leve

9、lhigh levelwe are stronger than competitors not many substitute productsbuyer control whether to buy or not our company can choose anysupplierhigh levelhigh levelcurrent sales ，但差別不大。Market 12Sizeno current salesGrowthhigh growth ratesStructure attractivenesshigh levelCompany objectives& resourceshi

10、gh levelStructure attractivenessAggressive competitors Substituteproducts Power of buyersPowerful supplierswe are stronger than competitors notmany substitute products buyer controlwhether to buy or not our company canchoose any supplierCompany objectives& resourcesSkills and resourcesneeded to succ

11、eedhigh levelOffer superior value and gain advantages over competitorshigh level由以上的分析我們可以得出這4個市場不論在市場吸引力還是在相對競爭優(yōu)勢上都具有相當(dāng)大的優(yōu)勢，是我 們公司最為核心的市場。精選資料Structure attractivenessCompany objectives& resourcesStructure attractivenessAggressive competitorsSubstitute productsPower of buyers PowerfulsuppliersCompan

12、y objectives& resourcesSkills and resourcesneeded to succeedOffer superior value and gainadvantages over competitors市場 10 、11 和市場 9 的分析基本一致，不同在于對于我們的各個市場，以便清晰的了解它們的現(xiàn)狀，我們做岀了如下圖表來說明不同市場的發(fā)展前景市場吸引力根據(jù)圖表顯示以及每10、11、12。1005050100相對競爭優(yōu)勢4 個市場后的分析可以清楚的看到我們的目標(biāo)市場是市場Market positioning和其他的游戲產(chǎn)品相比，我們的產(chǎn)品是需要深度體驗(yàn)以及高操作要

13、求的，具體的對比圖表見附件Positi oning strategyPossible competitive adva ntages:Better pictureMore bala need game desig nTo en rich the eonno tati on of the gameThe more the real operati on experie nee根據(jù)游戲市場的現(xiàn)狀，好的畫面現(xiàn)在已經(jīng)比較普遍，真實(shí)的游戲體驗(yàn)也是現(xiàn)在游戲產(chǎn)品的一個通性，所以我們放棄了這個可能的競爭優(yōu)勢，選擇更有發(fā)展的競爭優(yōu)勢，因此我們選擇“More balaneed game design&To en ri