数字时代游戏企业出海策略研究——以米哈游为例

Research on the Overseas Strategy of Game Enterprises in the Digital Age—A Case Study of miHoYo

摘要: 在全球化与数字经济深度融合的背景下，中国游戏企业的“出海”已从可选项变为必选项。本文以上海米哈游网络科技股份有限公司为研究对象，深入剖析其成功的出海策略体系。文章从市场选择与定位、产品与IP战略、营销与渠道建设等方面系统阐述了米哈游的出海实践，并分析了其在法律法规、市场竞争等方面面临的挑战及其应对机制。研究认为，米哈游的成功根植于其“技术驱动 + 文化融合”的核心能力，通过精准的本地化运营、创新的多渠道营销和以用户为中心的社区生态构建，实现了从产品输出到文化输出的跨越。米哈游的案例为中国数字文化企业在全球市场中构建可持续的竞争优势提供了重要的实践启示。

Abstract: Against the backdrop of deep integration between globalization and the digital economy, the “going global” strategy for Chinese gaming companies has evolved from an optional choice to a necessity. This paper takes Shanghai miHoYo Network Technology Co., Ltd. as the research subject, conducting an in-depth analysis of its successful global expansion strategy system. The article systematically elaborates on miHoYo’s overseas practices from perspectives such as market selection and positioning, product and IP strategies, as well as marketing and channel development. It also examines the challenges faced by miHoYo in legal regulations, market competition, and other aspects, along with its corresponding coping mechanisms. The study concludes that miHoYo’s success stems from its core competencies of “technology-driven + cultural integration.” Through precise localization operations, innovative multi-channel marketing, and the construction of a user-centric community ecosystem, miHoYo has achieved a transition from product export to cultural export. The case of miHoYo provides valuable practical insights for Chinese digital cultural enterprises in building sustainable competitive advantages in the global market.