중국 온라인게임 시장에서의 새로운 장벽 연구

Abstract

The Study of the New Barriers in the Online Game Market in China Son, Sang-bum Ever since their branching out into the pay online game market in China, Korean online game companies had attained satisfactory results in the early stage, and extended their market share to even 90 percent. However, now their market share declined to 38 percent in 2004, and in 2005, it is expected to decline to 20 percent. What is worse, the Chinese government is protecting domestic game companies and raise entry barriers to foreign game companies. While constant Chinese official announcement of various inspection and restriction! and retroactive application of law restrict the growth of Korean game companies, Japanese and American companies, the late-comers, newly enter the Chinese online game market, based on their abundant experience. And Chinese companies which have been benchmarked Korean companies in the past, are growing very fast now, threatening Korean companies. Since the first mover's advantage in online game market is not obvious, it is the best way to localize their development of new product and service. Therefore, Korean companies need to reconsider the concept of localization and aggressive marketing strategy, and ultimately, consider developing new product in China as the next best thing.