An Investigation on Chinese Mobile Game Market Entry Strategy
This paper explores the Chinese market entry strategy for an independent mobile game company. The Chinese mobile games market has attracted worldwide attentions for its unprecedented growth. However, the industry is fairly complicated and incumbents have established some barriers for new entrants. T...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2015
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| Online Access: | https://eprints.nottingham.ac.uk/29942/ |
| _version_ | 1848793887153324032 |
|---|---|
| author | Ying, Hong |
| author_facet | Ying, Hong |
| author_sort | Ying, Hong |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This paper explores the Chinese market entry strategy for an independent mobile game company. The Chinese mobile games market has attracted worldwide attentions for its unprecedented growth. However, the industry is fairly complicated and incumbents have established some barriers for new entrants. The purpose of the paper is to discover the mobile game landscape in China and form tailored entry roadmaps for the client company. Relevant academic literatures was consolidated to form a theoretical framework on the methods of breaking into well-guarded markets. Investigations basing on the framework was conducted with primary and secondary data. The findings reveals that the industry and the market is unique. In order to profitably enter the Chinese market, the company needs to address two key problems: localised publishing strategy and localised product by utilising the combination of three approaches from the theoretical framework. The paper recommends an entry strategy of establishing partnership with suitable domestic publishers to launch the game. |
| first_indexed | 2025-11-14T19:07:26Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-29942 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:07:26Z |
| publishDate | 2015 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-299422021-06-11T13:15:13Z https://eprints.nottingham.ac.uk/29942/ An Investigation on Chinese Mobile Game Market Entry Strategy Ying, Hong This paper explores the Chinese market entry strategy for an independent mobile game company. The Chinese mobile games market has attracted worldwide attentions for its unprecedented growth. However, the industry is fairly complicated and incumbents have established some barriers for new entrants. The purpose of the paper is to discover the mobile game landscape in China and form tailored entry roadmaps for the client company. Relevant academic literatures was consolidated to form a theoretical framework on the methods of breaking into well-guarded markets. Investigations basing on the framework was conducted with primary and secondary data. The findings reveals that the industry and the market is unique. In order to profitably enter the Chinese market, the company needs to address two key problems: localised publishing strategy and localised product by utilising the combination of three approaches from the theoretical framework. The paper recommends an entry strategy of establishing partnership with suitable domestic publishers to launch the game. 2015-09-11 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/29942/1/Hong%20Ying%20%282015%29%20MBA%20-%204235272%20An%20Investigation%20on%20Chinese%20Mobile%20Game%20Market%20Entry%20Strategy.pdf Ying, Hong (2015) An Investigation on Chinese Mobile Game Market Entry Strategy. [Dissertation (University of Nottingham only)] |
| spellingShingle | Ying, Hong An Investigation on Chinese Mobile Game Market Entry Strategy |
| title | An Investigation on Chinese Mobile Game Market Entry Strategy |
| title_full | An Investigation on Chinese Mobile Game Market Entry Strategy |
| title_fullStr | An Investigation on Chinese Mobile Game Market Entry Strategy |
| title_full_unstemmed | An Investigation on Chinese Mobile Game Market Entry Strategy |
| title_short | An Investigation on Chinese Mobile Game Market Entry Strategy |
| title_sort | investigation on chinese mobile game market entry strategy |
| url | https://eprints.nottingham.ac.uk/29942/ |