本研究採用方至民(2011)的理論架構作內外分析,分為三部分,首先進行內外在分析,以界定個案處於外在環境中的機會與威脅、核心能耐,並瞭解個案公司本身的優劣勢;再根據前述分析歸納出該公司面臨的問題;最後依據該公司財務分析,分析該公司目前經營狀況。 經過本研究分析後,發現國內遊戲產業結構,目前是以線上遊戲為主流,雖然產值持續上升,但同時面臨市場飽和及國外廠商進入的壓力。 個案公司的SWOT分別為,優勢包括行銷能力強、產品線完整、遊戲服務品質佳、擁有良好銷售及金流平台與成功開發海外市場。;劣勢包括,缺乏開發出明星遊戲的能力、上游廠商提高簽約與授權金、營運利潤率低,國外子公司未達成損益平衡;機會包括,網路建設成熟、客源擴大市場成長、數位娛樂一元多用、行動遊戲帶動新客群;威脅包括,國外競爭者進入、玩家在線時間減少、人口負成長、大陸市場限制外來遊戲進入。而在策略的規劃上,採行「自製研發」、「搶占通路」、「發展行動遊戲」。
In this study, the theoretical framework of Fang Zhimin (2011) for both inside and outside analysis, divided into three parts, first of all internal and external analysis to define the cases in the opportunities and threats in the external environment, the core competence and understanding of the strengths and weaknesses of the case the company itself; based on the foregoing analysis, summed up the problems faced by the company; Finally, according to the company's financial analysis, analysis of the company's current operating conditions. After this analysis, the domestic game industry structure, is the online game for the mainstream, although output continued to rise, but at the same time facing a saturated market and foreign manufacturers to enter the pressure. The SWOT of the cases, respectively, the advantages include strong marketing capabilities, a complete product line, good quality gaming service, with good sales and cash flow platform and successfully developed overseas markets. ; Disadvantages include the lack of development of the ability to star game, upstream manufacturers to improve the signing license, operating profit margin is low, the foreign subsidiaries did not reach the break-even; opportunity to include mature network construction and customer base to expand the market growth of digital entertainment The multi-purpose, action games driven by new customer base; threats, including the entry of foreign competitors, online time is reduced, the negative population growth, the mainland market to limit the entry of foreign games. In the planning of strategy, adopted a "self-made R & D", "seize the pathway development action game.