2024年5月19日发(作者：win10黑屏只有鼠标箭头)

STP strategy (By: Li Yu）

Blizzard’s Market/product Matrix

自我实现

感官冲击

休闲

产品

9

5

1

10

6

2

11

7

3

12

8

4

高级玩家 中级玩家 初级玩家 为接触

市场

Analysis of each market

Market 1

Size

Growth

Structure attractiveness

Company objectives& resources

Structure attractiveness

Aggressive competitors

Substitute products

Power of buyers

Powerful suppliers

Company objectives& resources

Skills and resources

needed to succeed

Offer superior value and gain

advantages over competitors

Market 2

Size

Growth

Structure attractiveness

Company objectives& resources

no current sales

low growth rates

low level

low level

too many competitors

lots of substitute products

buyer control whether to buy or not

our company can choose any supplier

middle level

low level

no current sales

low growth rates

low level

low level

Structure attractiveness

Aggressive competitors

Substitute products

Power of buyers

which

Powerful suppliers

Company objectives& resources

Skills and resources

needed to succeed

Offer superior value and gain

advantages over competitors

low level

middle level

our company can choose any supplier

too many competitors

lots of substitute products

buyer control whether to buy or not and to buy

市场3、4和与市场1、2的分析内容基本一致，唯一不同就是市场3、4的growth rates 会略微

高出一点。

所以在这里就不列出来做详细的分析了，由分析可以知道这4个市场都是在本公司条件下发展前景不大的市

场。

Market 5

Structure attractiveness

Size

Growth

Structure attractiveness

Company objectives& resources

many current sales

not high growth rates

high level

high level

Aggressive competitors

Substitute products

Power of buyers

Powerful suppliers

Company objectives＆ resources

Skills and resources

needed to succeed

Offer superior value and gain

advantages over competitors

we are stronger than competitors

little substitute products

buyer control whether to buy or not

our company can choose any supplier

high level

high level

市场6、7和市场5基本一致，不同在于current sales,但是差别不大.

Market 8

Structure attractiveness

Size

Growth

Structure attractiveness

Company objectives＆ resources

no current sales

not high growth rates

middle level

high level

Aggressive competitors

Substitute products

Power of buyers

Powerful suppliers

Company objectives& resources

Skills and resources

needed to succeed

Offer superior value and gain

advantages over competitors

we are stronger than competitors

lots of substitute products

buyer control whether to buy or not

our company can choose any supplier

high level

high level

由以上的分析我们可以得出这4个市场的

市场吸引力

和

相对竞争优势

相对较高，具备发展前景，可以作为发

展的目标市场

Market 9

Structure attractiveness

Size

Growth

Structure attractiveness

Company objectives& resources

highest current sales

not high growth rates

high level

high level

Aggressive competitors

Substitute products

Power of buyers

Powerful suppliers

we are stronger than competitors

not many substitute products

buyer control whether to buy or not

our company can choose any supplier

Company objectives& resources

Skills and resources

needed to succeed

Offer superior value and gain

advantages over competitors

high level

high level

市场10、11和市场9的分析基本一致，不同在于current sales，但差别不大。

Market 12

Structure attractiveness

Size

Growth

Structure attractiveness

Company objectives＆ resources

no current sales

high growth rates

high level

high level

Aggressive competitors

Substitute products

Power of buyers

Powerful suppliers

Company objectives＆ resources

Skills and resources

needed to succeed

Offer superior value and gain

advantages over competitors

we are stronger than competitors

not many substitute products

buyer control whether to buy or not

our company can choose any supplier

high level

high level

由以上的分析我们可以得出这4个市场不论在市场吸引力还是在相对竞争优势上都具有相当大的优势,是我们

公司最为核心的市场。

对于我们的各个市场,以便清晰的了解它们的现状，我们做出了如下图表来说明不同市场的发展前景。

100

市

场

吸

引

9 10 11

50

1 2 3

4

0

50

5 6 7

8

12

力

100

相对竞争优势

根据图表显示以及每4个市场后的分析可以清楚的看到我们的目标市场是市场5、6、7、8、9、10、

11、12.

Market positioning

和其他的游戏产品相比，我们的产品是需要深度体验以及高操作要求的，具体的对比图表见附件。。。.。。。

Positioning strategy

Possible competitive advantages:

Better picture

More balanced game design

To enrich the connotation of the game

The more the real operation experience

根据游戏市场的现状，好的画面现在已经比较普遍，真实的游戏体验也是现在游戏产品的一个通性，所以

我们放弃了这个可能的竞争优势，选择更有发展的竞争优势，因此我们选择 “More balanced game design &

To enrich the connotation of the game" 作为我们目标竞争优势.

“More for more”

对于我们暴雪的产品，我们定位于更高的价格对应更多的利益，也就是所说的“More for more”。

在中国市场暴雪的游戏产品相对于国内大多数单机游戏产品，价格要高出5～10倍，但是我们提供更好的

游戏感受，在我们的游戏中玩家所获得的远不是其他游戏产品所能比拟的。所以我们更高的价格对应更多的利

益。