游戏给人们紧张的生活带来了无限的乐趣，是人们生活的调味料，而众所周知，移 动互联网是未来生活的主旋律，因此两者的结合，手机游戏将迎来广阔的市场。在此情 况下研究手机游戏运营商如何获利具有非常重要的价值。 作为 XH 公司手机游戏项目商业计划书，本文首先对该项目进行了外部环境分析， 包括宏观环境 PEST 分析、手机游戏产业价值链分析、手机游戏运营行业的行业环境分 析，并结合公司现有的资源能力进行了 SWOT 分析，明确了手机游戏运营商所处的外 部环境以及XH公司运营手机游戏的优势劣势机会和威胁；接着制定了公司的经营策略， 包括制定项目实施的差异化战略以及独特的盈利模式，从性别、年龄、职业等多个进行 市场细分，明确产品定位与市场定位，并紧接着利用 7P 模型从产品、价格、渠道、促 销、人员、环境、过程等各个方面制定了详细的营销组合策略；接着简单介绍了该项目 的扁平化的职能组织结构、人员构成以及具体的实施计划；然后对项目进行财务分析， 以市场预测为前提进行财务预测，并在财务预测的基础上对项目进行财务评价，探求该 项目在财务上的可行性；最后进行风险管理，通过风险识别、风险评估及风险应对三个 步骤力求将项目的风险将至最低。 经过研究得出以下结论，XH 公司在手机游戏项目中应当充当游戏运营商兼开发商 的角色；该项目的收入来源为道具收入、游戏广告、广告游戏；该项目具有非常好的抗 风险能力以及盈利性。 关键字，手机游戏；商业计划书；营销策略II Abstract Games bring infinite pleasure to people. Mobile internet is the theme of life in the future. So the mobile games, the combination of the two, will have a broad market. In this situation, studying how mobile game operators make profit is very important and valuable. As a business plan for the XH company’s mobile game project, this paper included five parts. First, this paper analyzed the project of the external environment, including the PEST analysis of the macroeconomic environment, the value chain of mobile games industry, the environment of mobile games industry, and SWOT analysis. We found out the external environment for the mobile games operators. Second, this paper developed the company's business strategy, including the development of different project implementation strategy and a unique profit model, after that, we tried to use different market segmentations to find out the product position and market position. Then we followed the 7P model to develop a detailed marketing mix strategy from the prospect of product, price, place, promotion, people, process and physical evidence. Third, this paper made a brief introduction of the project flat organizational structure and specific implementation plan. Forth, this paper made the financial analysis. On the base of market forecast, we made the financial projection and financial evaluation, which told the investors the feasibility of the project from the financial view. Finally, risk management. Through risk identification, risk assessment and risk response, we strived to low the risk of the project . After the study we made the following conclusions: XH projects should be both game operators and developers in mobile games industry. The income source of the project contains the props, games advertising, advertising game. The project has a very good anti-risk ability and profitability. Keywords: mobile games；business plan；marketing strategiesIII 目 录 摘要........................................................................................................................I Abstract .........................................................................................................................II 图表清单.......................................................................................................................V 第一章 绪论................................................................................................................. 1 1.1 研究背景与意义 .......................................................................................... 1 1.2 文献综述 ...................................................................................................... 2 1.3 研究内容与方法 ........................................................................................... 7 第二章 项目外部环境分析......................................................................................... 9 2.1 项目概述 ...................................................................................................... 9 2.2 宏观环境分析 ............................................................................................ 10 2.3 产业价值链分析 ......................................................................................... 12 2.4 行业环境分析 ............................................................................................ 15 2.5 SWOT 分析 ................................................................................................. 18 2.6 本章小结 ..................................................................................................... 20 第三章 项目经营策略............................................................................................... 22 3.1 战略规划 ..................................................................................................... 22 3.2 盈利模式 .................................................................................................... 23 3.3 市场细分与定位 ........................................................................................ 24 3.4 营销组合策略 ............................................................................................ 29 3.5 本章小结 ..................................................................................................... 41 第四章 项目管理与实施........................................................................................... 42 4.1 项目管理 ..................................................................................................... 42 4.2 项目实施 .................................................................................................... 44 4.3 本章小结 ..................................................................................................... 46 第五章 财务分析....................................................................................................... 47IV 5.1 投资与融资 ................................................................................................ 47 5.2 市场预测 .................................................................................................... 48 5.3 财务预测 .................................................................................................... 49 5.4 财务评价 .................................................................................................... 52 5.5 敏感性分析 ................................................................................................ 53 5.6 本章小结 .................................................................................................... 55 第六章 风险管理....................................................................................................... 56 6.1 风险识别 .................................................................................................... 56 6.2 风险评估 .................................................................................................... 58 6.3 风险应对 .................................................................................................... 60 6.4 本章小结 ..................................................................................................... 60 结 论......................................................................................................................... 61