| Summary: | 碩士 === 南台科技大學 === 資訊傳播系 === 93 === According to the Taiwan pc game market is oversaturation, the companies competing are more and more intensely. This main goal of this study is to make a suitable manage strategy to case company. The case company will keep their competing advantage to against other competitor.
The theoretical frame of Asker is taken as the frame of the study. The whole frame of the study is divided into four phases. Phase 1 is to proceed in internal and external analysis to define opportunities and threats to be encountered in outer environment, and key factors to success in future so as to understand advantages and disadvantages, which the case company faces. Phase 2, based on the analysis above, is to induce the problems the company faces. Phase 3 is to provide some practical strategy, and then the business strategies with competitiveness can be carried out. Phase 4 is to provide recommendations to act on management strategies for the case company.
After the analysis of this study, it is found that more Taiwan pc game industries structured is, the achievement is getting higher. And the game industry mainstream is towards on-line game. The key factors to success in future are: (ⅰ) the software game they develop with higher level of stability, (ⅱ) the excellent marketing ability, (ⅲ) the valuable specialization of the game contents they provide, (ⅳ) better customer service provision, (ⅴ) the strength by first market entrance, (ⅵ) the well integration in related professionals, and (ⅶ) a plenty of marketing channels to sell game software.
The analysis of the case company in strength, weakness, opportunity, and threst (SWOT), is addressed as follows.
In the analysis of strength, the case company has the superiority in marketing channel, developing on-line engine themselves, good at tracing market trend, the company with high reputation, the provision of champion products with the Chinese culture and full of man power, and mulit-channel for promotion.
In the analysis of weaknesses, the case company has lacks of the ability to develop the popular game to develop high-end, 3D engines, to have enough source material of literature and art in game content, developing software with low cost, effective project management.
In the analysis of opportunities, the case company has opportunities in the growing Taiwan game market, in the growing china game market, mobile game service growing on people, in the trend of integration on heterogenous professionals in industry.
In the analysis of threats, the case company has threats in the keen competition among Taiwan game companies, in the china market difficult to manage, in bad software quality caused by keen competition in rapid production without effective project management, over imitating, and from the challenge of TV games with networking function.
The result of this study summarizes that the case company is strongly recommended to adopt “growing strategy” in principle, and takes valuable differemtiation as their competition strategies.
Keywords：manage strategy、SWOT、game software、five force analysis
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