中国游戏产业的国际竞争优势和发展路径研究

Research on the International Competitive Advantage and Development Path of China’s Gaming Industry

摘要: 中国作为世界第二大经济体，其游戏产业在近二十年间经历了从无到有、从小到大的快速发展过程，产业规模不断扩大的同时，政策上也鼓励游戏产业“走出去”，在此背景下，游戏产业的国际竞争力和发展路径研究具有重大意义。近年中国游戏产业凭借强大的技术创新能力、丰富的文化资源和成本优势，出海规模不断扩大，在全球市场中占据了重要地位，同时也面对国际市场进入壁垒、文化差异与适应性问题以及法律法规限制等挑战。因此，中国游戏产业需要采取更加精准的国际化战略，谨慎选择市场以及重视产品本地化，同时加强产品本地化和深度营销，挖掘IP价值，扶持独立游戏，构建健康稳定的产业生态系统，促进产业链上下游的协同发展，提升整个行业的创新能力和国际竞争优势。

Abstract: China, as the world’s second-largest economy, has seen its gaming industry rapidly evolve from non-existence to a significant scale over the past two decades. Amidst the continuous expansion of the industry and government policies encouraging the “going global” of the gaming industry, studying the international competitiveness and development paths of the gaming industry holds great significance. In recent years, the Chinese gaming industry has leveraged strong technological innovation capabilities, rich cultural resources, and cost advantages to expand its overseas presence and secure an important position in the global market. However, it also faces challenges such as barriers to international market entry, cultural differences and adaptability issues, as well as legal and regulatory restrictions. Therefore, the Chinese gaming industry needs to adopt more precise internationalization strategies, carefully select markets, and focus on product localization. It is also essential to strengthen localized marketing, tap into the value of intellectual properties, support independent games, and build a healthy and stable industrial ecosystem to promote collaborative development across the industry chain and enhance the entire sector’s innovation capabilities and international competitive advantage.