我國網(wǎng)絡(luò)游戲營銷學(xué)年論文(已修改)
2025-07-04 21:36 本頁面
【正文】 學(xué) 年 論 文論文題目：我國網(wǎng)絡(luò)游戲營銷策略分析—以《LOL》為例姓名：江連波學(xué)號(hào)：1020720205班級(jí)：10207202年級(jí)：2010級(jí)專業(yè)：市場營銷學(xué)院：經(jīng)濟(jì)與管理學(xué)院指導(dǎo)教師：彭志紅 （講師）完成時(shí)間：2013年 6 月26日 我國網(wǎng)絡(luò)游戲營銷策略分析—以《LOL》為例 江連波 Analysis on China39。s online game marketing strategyset LOL as an exampleJiang, lianbo 2013年 6月26日 東華理工大學(xué)2013年學(xué)年論文 摘要摘 要 進(jìn)入21世紀(jì)以來，隨著互聯(lián)網(wǎng)與計(jì)算機(jī)技術(shù)的發(fā)展，網(wǎng)絡(luò)游戲產(chǎn)業(yè)已經(jīng)成為全球矚目的頂尖娛樂產(chǎn)業(yè)。在我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)正處于飛速發(fā)展時(shí)期，市場前景一片光明，大量企業(yè)和資本涌入網(wǎng)絡(luò)游戲市場，市場競爭激烈，然而卻缺乏有針對性的營銷方式。 上個(gè)世紀(jì)末的互聯(lián)網(wǎng)經(jīng)濟(jì)的起伏式發(fā)展后，2001年開始逐漸形成新的網(wǎng)絡(luò)經(jīng)濟(jì)模式，網(wǎng)絡(luò)游戲行業(yè)隨著互聯(lián)網(wǎng)經(jīng)濟(jì)的發(fā)展逐漸規(guī)?；?、產(chǎn)業(yè)化，并成為最具利潤的網(wǎng)絡(luò)產(chǎn)業(yè)之一，中國網(wǎng)絡(luò)游戲產(chǎn)業(yè)經(jīng)過十年的發(fā)展，已經(jīng)形成了巨大的產(chǎn)業(yè)規(guī)模。在如此快速發(fā)展背景下，我國網(wǎng)絡(luò)游戲市場上的營銷特點(diǎn)就顯得格外引人矚目。 網(wǎng)絡(luò)游戲產(chǎn)業(yè)逐漸發(fā)展成為我國支柱產(chǎn)業(yè)之一，在經(jīng)濟(jì)發(fā)展中起到越來越重要的作用。 本文首先介紹了我國網(wǎng)絡(luò)游戲的發(fā)展現(xiàn)狀，然后介紹了影響我國網(wǎng)絡(luò)游戲營銷的3個(gè)因素，并對當(dāng)前的四種較為常見的營銷模式進(jìn)行了闡述：定位營銷、廣告營銷、博客營銷和文化營銷。最后以現(xiàn)在最流行的對戰(zhàn)游戲《LOL》(英雄聯(lián)盟)為例，詳細(xì)介紹了我國網(wǎng)絡(luò)游戲可以采用的營銷策略，對我國網(wǎng)絡(luò)游戲產(chǎn)業(yè)制定營銷策略有一定的指導(dǎo)和借鑒意義。最后結(jié)合LOL英雄聯(lián)盟的成功在營銷戰(zhàn)略上給予了幾點(diǎn)建議。 關(guān)鍵詞：網(wǎng)絡(luò)游戲；現(xiàn)狀；LOL(英雄聯(lián)盟)；營銷策略 AbstractEnter since twentyfirst Century, the development of Internet and puter technology, the network game industry has bee the attention of the world 39。s top entertainment industry. In China39。s online game industry is in a period of rapid development, the market prospects for a bright, large enterprises and capital into the network game market, market petition is intense, but the lack of targeted marketing At the end of last century, the Internet economy and development, 2001 began to form a new network economy mode, network game industry with the development of Internet economy gradually scale, industrialization, and bee the most profitable network industries, Chinese network game industry after ten years of development, has formed a huge industry scale. In such a context of the rapid development, China39。s online game market marketing characteristic is particularly eyecatching. Online game industry has gradually developed into one of china’s pillar industries and is playing a more and more important role in the development of economic The article introduces the current situation of China’s online game introduces 3 factors of game of our country network marketing, and the four kinds of the mon marketing mode were described: the position of marketing, advertising marketing, blog marketing and cultural marketing. Finally, now the most popular battle LOL as an example, introduces the game of our country network can be used for marketing strategy, China39。s online game industry to develop a certain guidance and reference meaning to the marketing strategy. Finally, bined with the LOL League success in marketing strategy gives several suggestions. Key words: Online game: Current situation: LOL: Marketing strategyI 東華理工大學(xué)2013年學(xué)年論文 目錄目 錄引 言 1 一、我國網(wǎng)絡(luò)游戲的發(fā)展現(xiàn)狀 3 二、我國網(wǎng)絡(luò)游戲的營銷分析 4 （一）影響我國網(wǎng)絡(luò)游戲營銷的因素 4 (1)政策性因素 4 (2)競爭性因素 4 (3)消費(fèi)者因素 5 （二）我國網(wǎng)絡(luò)游戲營銷現(xiàn)狀分析 5 (1)定位營銷 5 (2)廣告
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