从红海到蓝海:任天堂Wii U在游戏行业的销售策略

Q4 Business, Management and Accounting South Asian Journal of Business and Management Cases Pub Date : 2023-01-08 DOI:10.24203/ajbm.v10i6.7132
Murtaza Hussain Shaikh, Pashmina Soomro
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引用次数: 0

摘要

自从推出家用游戏机“Wii”以来,任天堂运用蓝海战略,基本上成功地在游戏市场击退了竞争对手。蓝海战略是指通过差异化、低成本和创新,创造没有竞争或竞争最小的新市场空间。它的理念不是与竞争对手竞争,而是创造新的需求,使竞争变得无关紧要。任天堂追求蓝海战略的第一步是走出红海,创造以前没有的需求,让竞争变得无关紧要。要做到这一点,任天堂需要颠覆市场。本研究旨在从蓝海战略的角度分析任天堂从任天堂Wii的成功到不太成功的任天堂Wii U,再到其混合主机任天堂Switch目前的成功。它是如何创造出创新理念,社交游戏,健康,以及简单但却最重要的游戏乐趣元素(游戏邦注:这是它的主要目标),并经常与主流理念背道而驰,在重塑自身的同时保持对核心用户的忠诚。这些因素,丰富的软件目录和广泛的可用游戏,以及瞄准休闲玩家,促成了任天堂的成功,使其重新成为游戏行业的佼佼者。
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Out of Red Ocean and Soaring into Blue Ocean: The Wii U Nintendo Selling Strategy in Gaming Industry
Since the release of its home console, the "Wii," Nintendo had fought mostly successfully off the competition in the gaming market by using a blue ocean strategy. The blue ocean strategy is the idea to create new market space with no or minimal competition through differentiation, low cost, and innovation. It is the idea to not compete against the competition but to create new demand and make the competition irrelevant instead. Nintendo's first step in pursuing the blue ocean strategy was to get out of the Red Ocean, to create demand where there was none before, and making to competition primarily irrelevant. To do this, Nintendo needed to disrupt the market. This study intends to analyze Nintendo's journey from the Nintendo Wii's success to the less successful Nintendo Wii U, to its hybrid console Nintendo Switch's current triumph from the point of view of the blue ocean strategy. How it made innovative ideas, social gaming, health, and the simple but most important factor of gaming fun, its primary goal, often going against mainstream ideas, reinventing itself but still staying loyal to its core customers. These factors, a significant software catalog with a broad spectrum of available games, and targeting casual gamers contributed to Nintendo's success that brought it back to the gaming industry's top.
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来源期刊
South Asian Journal of Business and Management Cases
South Asian Journal of Business and Management Cases Business, Management and Accounting-Management of Technology and Innovation
CiteScore
1.70
自引率
0.00%
发文量
19
期刊介绍: South Asian Journal of Business and Management Cases (SAJBMC) is a peer-reviewed, tri-annual journal of Birla Institute of Management Technology, Greater Noida (India). The journal aims to provide a space for high-quality original research or analytical cases, evidence-based case studies, comparative studies on industry sectors, products, and practical applications of management concepts. The journal likes to publish problem-solving, decisional and applied types of cases. Such cases must have linkage with theory, at least one dilemma (also known as case issue) and a protagonist around whom the case issue will revolve. Publication of pure research, applied research and field studies with empirical data do not fall under the domain of SAJBMC. Fictitious cases are not welcome.
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