豹变：猎豹移动进军轻游戏市场
案例编号：
CN_2020ZLGL_1927
被浏览次数：
2281
案例名称：
豹变：猎豹移动进军轻游戏市场
译名：
Cheetah Mobile’s Entry into the Light Game Market
案例作者：
易靖韬、王悦昊，李卅立，陈亮
作者单位：
中国人民大学商学院，南卡罗莱纳大学商学院，墨尔本大学商学院
译者：
-
案例企业：
猎豹移动
行业：
信息技术产业
学科领域：
战略管理、国际商务、其他
规模：
大型
案例语种：
中文
案例类型：
描述型
中文关键词：
-
英文关键词：
-
中文摘要：
随着互联网技术的发展与普及，移动应用已经成为我们日常生活中不可或缺的部分，快速变化的行业技术和用户需求对互联网企业的生存与适应能力提出了更高的要求。猎豹移动见证了我国互联网产业近十年的变迁，其主营产品完成了从早期的PC端安全软件到移动互联网娱乐应用的转变。本案例以猎豹移动进入轻游戏市场的历程为主线，探讨了互联网企业的进入方式、市场定位、竞争策略以及未来发展等问题，旨在帮助学生了解互联网行业的竞争格局与市场走向，引导学生对互联网企业的市场进入和流量竞争策略进行深入思考。
英文摘要：
The rise of modern digital economy has connected firms and users at an unprecedented level, resulting in a broad and unpredictable digital world. Technology, industry environment, user’s demand...everything is changing too fast to enable a firm to survive with single product or business model. This case draws attention to the challenges faced by digital firms moving to a new market by investigating on Cheetah Mobile’s entry into the light game market as a traditional tool apps supplier.
In the past decade, Cheetah Mobile has achieved three significant changes from a security software maker to an internet company, from the PC end to the mobile end, and from tools to internet entertainment. Up to now, Cheetah Mobile has established a new business model, attracting hundreds of millions of monthly active users through its various products. It provides tool applications on both the mobile end and the PC end, while it also offers access to internet entertainment through various light games. The case focuses on Cheetah Mobile’s entry into the light game market, investigating the opportunities and challenges, as well as the strategies to build leadership in the new market. While Cheetah Mobile has successfully entered the light game market, the new market also brought different challenges in the future. How would Cheetah Mobile keep its leading position in the increasingly saturated light game market? What is Cheetah Mobile’s future direction in the rapidly changing internet industry?
适用对象：
本科、硕士、MBA、EMBA
编写方式：
采编
开发时间：
2020
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