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1、天津大学仁爱学院2015届本科生毕业论文A Brief Analysis of Nintendos Marketing Strategy in The Global MarketAbstractNintendo is the worlds number one gaming machine company. In 1996, it ranked 294th among the 50 most valuable companies in the world. Nintendo, with only 850 people, has beaten a super company like Toyot
2、a to become the number one company in Japan, and has created a myth that each employee earns a net profit of $1.5 million. Nintendos game consoles sold 31.7 million units in 1991, entering more than one-third of American families; the ace game Super Marley series is popular in 150 countries around t
3、he world, and sold nearly 70 million boxes in 1991, with 1.2 billion. Super Mario fans; Tetris sold 32 million boxes in 1992 alone. As the background of the game, the Red Square Cathedral in Moscow is called Russian Tower by children all over the world. As a background music, Chaikov The works of Sk
4、evin became the song of Nintendo; the game kid sold more than 40 million units in 1996. US President George W. Bush once held the game boy to attend the military conference. The former Soviet astronauts once took the game boy to invite space. In 1995, 30% of Japans semiconductor production was used
5、in Nintendo products. In 1996, Nintendo had a turnover of 3.276 billion US dollars, a profit of 554 million US dollars, and a market value of 10.432 billion US dollars. Now every five seconds in the world, there is a box of Nintendo new game cards sold.Keywords: marketing strategy; Nintendo; market
6、situationOutline I. the relevant theoryA. Development of strategic management theoryB. Development of domestic strategic management theoryII. Nintendo product innovationA. Breakthrough and Innovation of Product Category and attributeB . Innovation in product features and gamer experiencC . Good serv
7、ice makes the product more valuable. Development measures of Game Source. Research on Operation StrategyB. Combination of industry standards and strategyC. To players paradise. . Inspiration to EnterprisesA. Establishing more efficient market research and feedback mechanismsB. Establishing the selec
8、tion Mechanism of CEO with keeping pace with the TimesNotesBibliographyA Brief Analysis of Nintendos Marketing Strategy in The Global Market. The relevant theory A. Development of strategic management theoryIn the early theory of enterprise management, there was no concept of strategic management. W
9、ith the development of market economy, the theory of enterprise management was constantly updated and updated, so the theory of strategic management emerged. Due to the ever-changing environment of the enterprise, strategic management theory has emerged. The development of strategic management theor
10、y is divided into three phases, as follows: 1. Early stage of strategic managementIn the early stage of strategic management, although there was no systematic strategic management ideology, many very important strategic ideas were generated, especially in the early 20th century. HenriFayal proposed
11、five functions of corporate management. This idea was adopted by Michael. E. PorterM is called the first view of strategic management.Barnards Functions of Managers is the first book on strategic management. Barnard believes that social organization is a collaborative system. The focus of management
12、 is on improving organizational efficiency. Other management tasks need to be The organization is adapted to the environment and this view is taken by Michael. E. Porter called the second point of view. Subsequently, Andrews discussed strategic management ideas from four aspects: market opportunitie
13、s, company strength, personal values and aspirations, and social responsibility. He also believes that companies can form a comparative advantage by rationally allocating resources and improving resource allocation efficiency, Michael. E. Porter called it the third view of strategic management think
14、ing.2. Competitive strategy management stageMichaeLE. Porter believes that the key tasks of strategic management are mainly to select high-profit industries and to implement strategic positioning in the industry. Michael. E. Porters strategic management thinking is the representative and mainstream
15、thinking of strategic management thinking in the 1980s.3. Competition and cooperation pay equal attention to strategic management stage. The focus of strategic management theory in the 1980s and 1990s was on how to help companies gain competitive advantage. However, by the end of the 20th century, t
16、raditional theories could not adapt to the rapid development of enterprises. Therefore, the concept of ultra-far competition was raised. B. Development of domestic strategic management theoryLiu Youjin and others have focused on the diversified development of Chinese enterprises; Hou Shengtian point
17、ed out that it is necessary to enhance the flexibility of corporate strategic management and the soft power of enterprises. Jie Wen and Zhang Liming have systematically studied the relationship between entrepreneurship and strategy, not only It analyzes the value of entrepreneurial strategy and poin
18、ts out the change of entrepreneurial strategy; Liu Dong explores the strategic management theory at the level of enterprise resources; Zhang Pingdi links industrial structure with competitive strategy and core competence; Liu Yusheng vigorously studied core competition The problem of force; Yuan Zep
19、ei and Chen Yu studied the strategic management theory through the research on organizational competitiveness; Chen Jixiang studied the balance between the external environment and internal environment of the enterprise, and further studied the strategic management theory through these researches. G
20、uo Bin, Wei Jiang and others believe that there are three ways to identify the core competitiveness of enterprises: 1. The core competitiveness identification of the concept type; 2. The evaluation method of enterprise core competitiveness of technology, such as the computer identification method pr
21、oposed by Chang Yonghua; The identification of core competitiveness at the level of AHP, such as the analysis and evaluation of core competitiveness proposed by Du Gang et al. Peng Jianxin proposed that core competence is the embodiment of the core competitiveness of enterprises; Zhang Wentao and ot
22、hers believe that the unique technical marketing technology and product capabilities of enterprise development are the embodiment of the core competitiveness of enterprises; Cao Ruzhong and Wu Guihong believe that the core competitiveness of enterprises is to enable enterprises to obtain The ability
23、 to survive and develop forever, with core products, technologies and capabilities. C. The significance of strategic management theory to enterprises1. The enterprise is a whole with all parts. When the enterprise determines the main goals of the future, all parts of the whole enterprise, from the m
24、anager to the ordinary employees, will know the future goals of the enterprise, so that they can unite their strengths. Produces an effect of 1+12. The various departments of the enterprise will also actively help other departments to achieve the overall strategic goals, and this decision will obvio
25、usly contribute to the coordination of the entire enterprise and cultivate the overall awareness of the employees, that is, cultivate the entrepreneurial spirit.2 .When the company confirms the strategic goals for a certain period of time in the future, he will use the science more and more purposef
26、ully to use and allocate resources, which can ensure the rationality and scientificity of the resource allocation of various departments of the enterprise, making the resource utilization efficiency of the enterprise greatly Improve, so as to maximize the efficiency of corporate organization.3 .When
27、 the company determines the strategic goals for a certain period of time, the company will coordinate the strategic activities of the branches, suppliers and major business units in each region, so that each part of the region can work hard to maximize the overall benefits. Let them be more motivate
28、d to complete the established strategic goals.4. The managers of the enterprise can quickly respond to the changes of the target consumers, competitors and the external environment of the enterprise according to the realization degree of the strategic objectives of each department and the efficiency
29、 of resource allocation, so that the enterprise can better adapt to the market and overcome The impact of changes in the corporate environment.5 Businesses need strategic management to manage innovation. Enterprises need to constantly use advanced technology, and companies need to continue to innova
30、te, so we need to develop a good corporate strategy to help achieve strategic goalsII. Nintendo product innovation A. Breakthrough and Innovation of Product Category and attributeIntroduced the hand-held game console and the living room game console combination mechanism. Nintendo SWITCH distinguish
31、es itself from any other game console in product categories and attributes. It is a combination of handheld and home game consoles that revolutionize the product. SWITCH means switching, switching. By modularizing the handles on both sides, the SWITCH host can easily switch between handheld game con
32、soles and home game consoles. Users can not only get a good game experience, but also gain the benefit of 1 2 customers. Nintendo has also changed its traditional closed-door experience to make this generation of SWITCH not only has the unique innovation advantage in the product experience, but also
33、 strengthens the basic service and improves the service quality. B . Innovation in product features and gamer experiencIn the new SWITCH handle, the skin tactile simulation of the real collision illusion, not only applied to the vibration of the game, but also widely used in the somatosensory game,
34、so that the game is no longer limited to the visual presentation of the real screen. The integrated marketing of Nintendos Switch console also brings a novel experience in touch and somatosensory. In terms of graphics processing and product power consumption, Nintendo has partnered with Nvidia Corpo
35、ration, a maker of display chips and motherboard chipsets, to bring greater graphics processing power and lower power consumption to create cool graphics aesthetics. Speed experience, superStrong game performance and endurance ability. Nintendo adds brand stickiness, trust, and reliance to gamers by
36、 being emotionally connected to each player on a deep level, and goes beyond product attributes and product functionality. C . Good service makes the product more valuableWhether it is Japanese clothing, beauty clothing can not lag, do not fall off the line, free swimming, smooth and natural. Ninten
37、do has also launched a new mobile app, Nintendo Switch On and line, which allows players to connect with Switch games and improve the gaming experience through the APP,. Nintendo SWITCH to gamers to send online services, but also sent souvenirs, send some classic old games, these games are online su
38、pport for online, even if friends can not gather, we can also online experience the joy of the game together. Member players can also enjoy buyingDigital version of the game discount price with additional game content. High-quality after-sales service, super online service, strong cloud storage serv
39、ice, super active social platform, continuous gift of patterns, for players to provide an extremely high value, online one-stop game experience services. D.The superb art price strategy has greatly increased product sales.SWITCH is priced at $299 at the time of launch and 29,980 yen (equivalent to 1
40、800 yuan) at the Japanese version. This price is slightly lower than the price of Sony and Microsofts game consoles. This price is based on the fact that the product has great innovation and obvious product advantages, and the game player gains obvious over-expected benefits, which is the price when
41、 the brand feels far more than the competition. Due to the price anchor effect of competitors, this unexpected price/performance ratio has created a strong sales potential, which is a way to create explosive products, which is bound to become a powerful explosive product.In the gaming machine indust
42、ry, in addition to the sale of host hardware, more important is the sale of game software and physical cassettes. Compared with the other two mainstream game prices, the SWITCH platform has a slightly higher price. The advantage is that the powerful differentiated experience attracts players to cons
43、ume, and can experience the portability and switching that other platforms cannot provide on this platform. Advantages of the use of the scene. And because of the super-viscosity of the game itself, gamers are less sensitive to the price of the game itself. Therefore, the price of the SWITCH host is
44、 slightly lower, the game itself is slightly higher, and the premium of the game software is used to subsidize the revenue of the host. This price strategy avoids the resistance of the game player itself to the price of the game console and realizes the sales of the SWITCH host. It is hot, taking th
45、e lead in occupying the market, and can allocate more profits to game developers to achieve the strategic goal of attracting game developers. Development measures of Game Source A. Value-added service for game developersConsole is the platform, is props, the game itself is the core needs of gamers.
46、Nintendo has learned the lessons of the previous generation of WIIU hosts, providing third-party developers with a better development environment and greater distribution of benefits. Game pricing on switch platform is high, and Nintendo favours game developers in the distribution of benefits; Provi
47、des developers with a cheaper development machine than other platforms; provides a unique architecture and mode of operation; Conduct a variety of promotions for game developers and take a variety of promotional measures, for example, Nintendo will host a special new event for the game prior to the
48、launch of the gameProduct launch, etc. B. Vigorously support the development of independent games.Nintendo provides a variety of preferential policies for the majority of third-party game manufacturers, especially to support independent games so that the SWITCH game platform shows a variety of flowe
49、rs. Nintendo SWITCH as a new game platform, compared with other game platforms, independent games have better living space and focus than 3A-level large-scale games. In addition to this platform charm, good profit-sharing measures, mobile game developers revenue situation also provides Nintendo.In the second quarter of 2016, 1000 developers in 1000 countries earned an average of about $