STP strategy (By: Li Yu)Blizzard’s Market/product MatrixAnalysis of each marketMarket 1Size no current salesGrowth low growth ratesStructure attractiveness low levelCompany objectives& resources low levelStructure attractivenessAggressive competitors too many competitorsSubstitute products lots of substitute productsPower of buyers buyer control whether to buy or notPowerful suppliers our company can choose any supplierCompany objectives& resourcesSkills and resourcesneeded to succeed middle levelOffer superior value and gainadvantages over competitors low levelMarket 2Size no current salesGrowth low growth ratesStructure attractiveness low levelCompany objectives& resources low levelStructure attractivenessAggressive competitors too many competitorsSubstitute products lots of substitute productsPower of buyers buyer control whether to buy or not and to buywhichPowerful suppliers our company can choose any supplierCompany objectives& resourcesSkills and resourcesneeded to succeed middle levelOffer superior value and gainadvantages over competitors low level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 5Size many current salesGrowth not high growth ratesStructure attractiveness high levelCompany objectives& resources high levelStructure attractivenessAggressive competitors we are stronger than competitorsSubstitute products little substitute productsPower of buyers buyer control whether to buy or notPowerful suppliers our company can choose any supplierCompany objectives& resourcesSkills and resourcesneeded to succeed high levelOffer superior value and gainadvantages over competitors 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 8Size no current salesGrowth not high growth ratesStructure attractiveness middle levelCompany objectives& resources high levelStructure attractivenessAggressive competitors we are stronger than competitorsSubstitute products lots of substitute productsPower of buyers buyer control whether to buy or notPowerful suppliers our company can choose any supplierCompany objectives& resourcesSkills and resourcesneeded to succeed high levelOffer superior value and gainadvantages over competitors 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 9Size highest current salesGrowth not high growth ratesStructure attractiveness high levelCompany objectives& resources high levelStructure attractivenessAggressive competitors we are stronger than competitorsSubstitute products not many substitute productsPower of buyers buyer control whether to buy or notPowerful suppliers our company can choose any supplierCompany objectives& resourcesSkills and resources needed to succeedhigh levelOffer superior value and gain advantages over competitorshigh 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 12Size no current sales Growthhigh growth rates Structure attractivenesshigh level Company objectives& resourceshigh levelStructure attractivenessAggressive competitors we are stronger than competitors Substitute products not many substitute products Power of buyers buyer control whether to buy or not Powerful suppliersour company can choose any supplierCompany objectives& resourcesSkills and resources needed to succeedhigh level Offer superior value and gain advantages over competitorshigh 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。
5010050100相对竞争优势市场吸引力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 strategyPossible competitive advantages:Better pictureMore balanced game designTo enrich the connotation of the gameThe 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。
“M ore 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“M ore 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。