国际经济与贸易学院知识库

当今世界已经进入品牌竞争的时代，品牌正在成为企业竞争最有力的武器，品牌竞争力也逐渐成为企业综合能力的重要外在表现；企业凭借品牌独特、难以模仿的特性维持其市场地位，本文研究对象任天堂便是能够在其发展历史中持续保持品牌竞争力的优秀企业。作为长期的世界电子游戏产业的引领者，任天堂在当下愈演愈烈的游戏主机市场竞争中依然保持着其在全球市场中的优势地位。同时，在面对逐渐饱和的世界游戏主机市场时，任天堂等游戏公司也将目光投向了具备良好消费潜力的中国市场。尽管中国游戏主机的市场份额仅占国内游戏产业总体份额的4%，但庞大的玩家群体基数预示着中国市场巨大的主机游戏发展潜力，想要在这条未来的赛道上占据先发优势，当下以任天堂为代表的游戏主机企业就必须在品牌竞争力方面做出更多的努力。

为了更好地探究任天堂在游戏主机品牌方面的亮点以及与竞争对手的差异，本文构建针对游戏主机的品牌竞争力评价指标体系，结合游戏主机的产品特性，并参考国内外学者关于品牌竞争力指标要素来源的研究，形成最终的品牌竞争力指标体系模型。在指标体系的构建过程中，本文从产品和要素市场的角度出发，梳理消费者与企业之间的相互关系，两者之间的契约关系又为品牌竞争力的形成提供了基础，以此提出本文关于品牌竞争力的来源并确定具体指标体系的构成要素。在确定指标体系权重方面，本文采用层次分析法对各个维度下的指标进行权重划分，最后通过相关指标数据的收集与计算得到任天堂与其竞争对手的品牌竞争力得分。

本文的分析结果表明任天堂游戏主机品牌竞争力在总体上具有微弱的优势，在品牌营销力、消费者的品牌态度、市场表现力方面占有一定的优势，尤其在游戏性、品牌忠诚度指标下具有明显优势，但其在品牌创新力以及企业运营能力上表现有所欠缺，总体来看任天堂面临着竞争对手逐步加码的挑战。针对任天堂在品牌竞争力上表现，本文归纳总结了任天堂品牌竞争力的发展经验，并为其在中国游戏主机市场的发展提供建议。

Today's world has entered the era of brand competition, brand is becoming the most powerful weapon of enterprise competition, brand competitiveness has gradually become an important external performance of enterprise comprehensive ability; Companies maintain their market position by virtue of unique and imitable brands. Nintendo, the research object of this paper, is an excellent company that has been able to maintain brand competitiveness throughout its development history. As a long-term leader in the world video game industry, Nintendo still maintains its dominant position in the global market in the increasingly fierce competition in the game console market. At the same time, in the face of the increasingly saturated world game console market, Nintendo and other game companies are also looking to the Chinese market with good consumption potential. Although China game console market share accounted for only 4% of the domestic game industry overall share, but the large base of gamers indicates China's large host game market potential, want in the future occupy the first mover advantage on the track, the present represented by Nintendo consoles enterprise must make more efforts in the brand competitiveness.

In order to better explore the highlights of Nintendo's game console brand and the differences with its competitors, this paper constructs a brand competitiveness evaluation index system for game consoles, combines the product characteristics of game consoles, and refers to domestic and foreign scholars on brand competitiveness indicators. The research on the source of factors forms the final model of the brand competitiveness index system. In the process of constructing the index system, from the perspective of product and factor market, this paper sorts out the relationship between consumers and enterprises, and the contractual relationship between the two provides the basis for the formation of brand competitiveness. This article deals with the source of brand competitiveness and identifies the constituent elements of a specific index system. In terms of determining the weight of the indicator system, this paper uses the AHP to divide the weights of the indicators under each dimension, and finally obtains the brand competitiveness scores of Nintendo and its competitors through the collection and calculation of relevant indicator data.

The analysis results of this paper show that the brand competitiveness of Nintendo game consoles has a slight advantage in general, and has certain advantages in brand marketing, consumer brand attitude, and market performance, especially in terms of gameplay and brand loyalty. It has obvious advantages, but it lacks in brand innovation and enterprise operation capabilities. Overall, Nintendo faces the challenge of gradually increasing its competitors. In view of Nintendo's performance in brand competitiveness, this article summarizes the development experience of Nintendo's brand competitiveness, and provides suggestions for its development in the Chinese game console market.