Almost all people who have played computer games should be familiar with the name Blizzard; even if they don't know Blizzard, they should be familiar with Warcraft, Diablo, StarCraft, World of Warcraft and so on. These works are from a company that has become Blizzard. Among the game players, Winning is such a clear statement: Blizzard will be a boutique.
Blizzard is not a big game company. Whether it is turnover or profit, it is not very big. Of course, the profit margin is quite considerable. Blizzard is not a strong company. Blizzard also faces personnel turnover, company division and sum, On acquisitions and acquisitions, Jianghu also rumored that Blizzard's parent company, Davidson & Associates, is preparing to sell its Blizzard company due to poor profitability.
However, Blizzard is one of my personally respected brands. I am not a real gamer. Although I have been in contact with the game for a long time, I have been in the history of more than ten years since 1995. I am still able to occupy the hard disk or the Diablo of Blizzard. What kind of company can you make such a big and profound game? What are the unique features of Blizzard's success? What is Blizzard worth learning from in different industries? What is the success factor of Blizzard?
With these questions, let us approach Blizzard, learn about Blizzard, and learn Blizzard.
Due to cultural differences, industry differences, differences in profit models, and differences in marketing models, game software companies have a lot of specialities, but Blizzard still has a lot of things worthy of relevant, unrelated companies to learn. We are divided into three levels to explain one by one.
Front level: marketing level
1. Marketing concept
Blizzard’s success in marketing comes first from the success of the marketing concept. Almost all companies want great, immortal, all companies want excellent products, but when the real profit needs conflict with marketing ideas, it is often the marketing concept that is abandoned. In this sense, a firm marketing concept is quite important for a company. Blizzard's marketing philosophy is "fun". This is a realm that game companies must pursue, and Blizzard is precisely the consumer's demand, real and creative interpretation of this fun concept.
There are four levels of meaning in a good toy body:
A, the story is good, the plot should be attractive. This is a problem to be solved in the game background setting. The background information of Diablo is like a very wonderful novel that covers almost all the medieval myths and legends in Europe. I guess there are many people including many Chinese players who played Diablo before they started to medieval Europe. Interest in history. The film of the same name is said to be in the midst of preparations.
B, the game should be balanced. The so-called balance means that the game can neither be too simple nor too complicated, there can be too many shortcuts to go, and the balance and persistence in the confrontation should be guaranteed. Blizzard's game guarantees a good balance.
C, the game should be playable. There is something to be studied in the game, instead of chewing wax after playing, don't want to play again. Playing is the consistent style of Blizzard products. Playing for three months is still only the entry stage. It is very common for a game to play for a few years.
D, to have the function of connection. The player circulates: There is limited fun with Tiandou, and there is endless fun with people. Blizzard first opened the free battle network, and brought online sports into the game, which increased the fun of the game.
It is not an easy task to implement such a marketing concept. From the early experience of Blizzard's entrepreneurship, we can feel the difficulty of persistence. Once you have had a tough day, the blizzard is the continued success and glory.
2, boutique strategy.
The boutique strategy is the foundation of Blizzard's success and a firm extension of the marketing concept. Many companies may advocate quality strategies, but not all companies can implement and implement quality strategies. The boutique is precisely the pursuit of Blizzard. Because of the pursuit of quality, Blizzard's production is very low, basically three years of grinding a sword; because of the pursuit of quality, Blizzard's team is not large, and the team's mission is relatively focused; because of the pursuit of quality, Blizzard's works are almost none Listed as scheduled. It is precisely because of the pursuit of quality products that Blizzard's brand is getting brighter and brighter and become the anti-tripper in the game industry. Numerous boutiques, such as Warcraft, StarCraft, Diablo, World of Warcraft, have brought lucrative profits and great reputation to Blizzard. Blizzard's insistence has yielded a huge return beyond imagination.
To implement a boutique strategy, you must be able to withstand loneliness and resist the temptation. When too many companies succeed in one product, they are too eager to launch more new products, and after the new products fail, they can't wait to launch new products again. In addition to short-term filling sales, these products lacking product strength do not help the long-term development of the company and the brand accumulation of the company.
3. Competitive strategy.
An honest and open competition strategy is Blizzard's focus on consumers and an effective complement to the boutique strategy. In the competition, the competing members tend to pay more attention to what the opponent is doing, pay more attention to what kind of response or targeted action they need to do against the opponent's actions, and just forget one thing, research the consumer through the competitors, and study the consumption. The needs of the people. We often see which company did what, what product or activity, and then imitated, followed, copied, plagiarized, but really ignored the exploration of the reasons for success.
When Blizzard’s game designers took a break, they played the competitor’s product “csâ€. Competition means not only confrontation, but also means learning from each other and developing together, meaning collision and regeneration between different ideas. Blizzard will focus more on the deeper needs of consumers (game players), not just the products that competitors must look at to get listed first. Because of the focus, Blizzard often looks at the late products, but it has actually hit the leading companies, such as Westinghouse (a game company known for its sand dunes and red police), and has become a winner.
The second level: human resources level
Because of the characteristics of the game company, human resources are a big cost, and human resources are also a big asset. Blizzard's human resources concept is also quite unique. This unique concept of human resources has made Blizzard's products to a certain extent.
1. Selection criteria for talents
In Blizzard's employment standards, the more important one is: love games. This seemingly ridiculous standard is precisely the guarantee of Blizzard's success. In the field of software, there are many masters of programming, but there are not many people who really love games, and there are not many people who really know the players. Only those who love the game will pour their enthusiasm and wisdom into the work, and regard the needs of the players as their own mission. Only such people can make works that satisfy the players.
Blizzard is a standard gamer from top to bottom. Only when you have fun in the game (and not just a profit) will you let the staff work more forgotten. It is said that the StarCraft level designer completed the final checkpoint assembly before the wife's bed, which is not something that simple dedication can explain.
2. Incentives for talents
Employees who have served in Blizzard for five years will receive a special gift, a sword symbolizing honor – the sword of honor; employees who have served for ten years will receive an armor symbolizing loyalty – loyalty. Of course, due to the lucrative profits, the treatment of employees is very high, but Blizzard still uses a game to inspire its employees. In this way, these employees who love games and love game production can only get the fun of playing games and making games only in Blizzard.
Many employees leave Blizzard, have job-hopping, and start their own businesses. Almost all employees have a deep feeling for Blizzard and have a passion for giving up. In this way, Blizzard became the totem of the game industry and became the temple of all game designers.
The third level: corporate culture
A unique company must have a unique corporate culture. Blizzard's corporate culture is full of the taste of the game, and is as memorable as Blizzard's work. Marketing and management are all based on thinking about the value of the company. The two founders of Blizzard's thinking are - play games, around this purpose, they organized the team, developed the work, and acquired the company. They have incorporated fun into the blood of the entire enterprise, even in the tough times, they have not forgotten their original intentions; even in the more brilliant moments, they have not forgotten their original intentions.
Regardless of Blizzard's future, Blizzard's history as of today has been included in the history of the game.
An occasional opportunity to see a brief introduction to Blizzard, generated an interest in Blizzard. Because Blizzard is a very low-key company, most of the information is mainly from the Internet. In the process of getting closer to Blizzard, there is a word that has been repeated in my mind, that is - enthusiasm.
Enthusiastic entrepreneurs have organized a dedicated team to create great products with enthusiasm. This enthusiasm has not been analyzed and explained by economic factors alone. I personally think that for employees, dedication is a very rare realm, and enthusiasm is the realm that companies can't afford to employees. Blizzard did it, Blizzard employees are happy, because such a passionate experience is enough for them to have a material that will slowly relive in the years to come, the enthusiasm is enough to make them worthy of the word work.
I feel that employees who have never had a hard working experience are sad. That kind of work experience represents an ecstasy, an automatic self-sponsor, an input, a passion, a self-motivation and self-satisfaction; never let It is sad that employees are full of overheated companies, because such companies lack the charisma to make employees spurt a lot of energy, and such companies cannot have higher management efficiency.
It is true that Blizzard is not a perfect company and there will be many problems in the future. However, Blizzard has created history, Blizzard is a brand worthy of respect.
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