【文章內(nèi)容簡(jiǎn)介】 運(yùn)營(yíng)方將會(huì)著重解決用戶消費(fèi)結(jié)構(gòu)不平衡這一重要矛盾 .................................................................101 文化部在 2022 年的網(wǎng)絡(luò)游戲市場(chǎng)管理以完善和重點(diǎn)加強(qiáng)為主旨 ..................................................101 目標(biāo)客戶群基本屬性 .....................................................................................................................................103 網(wǎng)民游戲訴求分析 .........................................................................................................................................103 中國(guó)網(wǎng)民玩游戲的 8 大主要?jiǎng)訖C(jī) ........................................................................................................103 中國(guó)網(wǎng)民心儀游戲的重要依據(jù) ............................................................................................................104 中國(guó)網(wǎng)游的六大主流用戶群 ................................................................................................................104 中國(guó)網(wǎng)民對(duì)網(wǎng)游的不滿之處 ................................................................................................................106 網(wǎng)游與保險(xiǎn)結(jié)合點(diǎn)分析與建議 .....................................................................................................................106 中國(guó)網(wǎng)游項(xiàng)目營(yíng)銷 .........................................................................................................................................106 中國(guó)網(wǎng)游項(xiàng)目營(yíng)銷的核心力量 ............................................................................................................106 中國(guó)網(wǎng)游項(xiàng)目營(yíng)銷策略 ........................................................................................................................1061 研究范疇 ...........................................................................................................................................................1102 研究定義 ...........................................................................................................................................................110圖 目 錄（圖）中國(guó)網(wǎng)絡(luò)游戲用戶對(duì)游戲細(xì)分類型的偏好 ....................................................................32（圖）角色扮演類游戲普及率 .................................................................................................33（圖）角色扮演類游戲喜愛(ài)度 .................................................................................................33（圖）動(dòng)作格斗類游戲普及率 .................................................................................................34（圖）.動(dòng)作格斗類游戲喜愛(ài)度 ................................................................................................34（圖）休閑競(jìng)技類游戲普及率 .................................................................................................35（圖）休閑競(jìng)技類游戲喜愛(ài)度 .................................................................................................35（圖）游戲周邊產(chǎn)品購(gòu)買偏好 .................................................................................................36（圖）游戲周邊產(chǎn)品購(gòu)買場(chǎng)所 .................................................................................................36（圖）游戲周邊購(gòu)買價(jià)格 ........................................................................................................37（圖）中國(guó)網(wǎng)絡(luò)游戲用戶對(duì)收費(fèi)模式的偏好 ...........................................................................37（圖）不同性別網(wǎng)絡(luò)游戲用戶對(duì)游戲類型的偏好 ....................................................................38（圖）不同性別用戶對(duì)收費(fèi)模式偏好的對(duì)比 ...........................................................................39（圖）不同主流用戶群體對(duì)游戲類型的偏好對(duì)比 ....................................................................40（圖）不同主流用戶群體對(duì)收費(fèi)模式的偏好對(duì)比 ....................................................................41中國(guó)網(wǎng)絡(luò)游戲市場(chǎng)調(diào)研報(bào)告6（圖）中國(guó)網(wǎng)絡(luò)游戲用戶接受游戲廣告信息的途徑 ................................................................43（圖）中國(guó)網(wǎng)絡(luò)游戲用戶的游戲動(dòng)機(jī) ......................................................................................44（圖）中國(guó)網(wǎng)絡(luò)游戲用戶選擇游戲的標(biāo)準(zhǔn) ...............................................................................45（圖）中國(guó)網(wǎng)絡(luò)游戲用戶的游戲行為偏好 ...............................................................................46（圖）中國(guó)網(wǎng)絡(luò)游戲用戶青睞的游戲內(nèi)外活動(dòng) .......................................................................47（圖）中國(guó)網(wǎng)絡(luò)游戲用戶對(duì)服務(wù)器的選擇 ...............................................................................48（圖）中國(guó)網(wǎng)絡(luò)游戲用戶對(duì)游戲公會(huì)的認(rèn)知 ...........................................................................49（圖）網(wǎng)絡(luò)游戲娛樂(lè)頻率 ........................................................................................................50（圖）2022 年中國(guó)網(wǎng)絡(luò)游戲玩家日均游戲時(shí)間 ......................................................................51（圖）2022 年中國(guó)不同類型網(wǎng)絡(luò)游戲用戶黏著度對(duì)比 ...........................................................52（圖）2022 年中國(guó)網(wǎng)絡(luò)游戲玩家不同場(chǎng)所日均游戲時(shí)間對(duì)比 ................................................53（圖）中國(guó)網(wǎng)絡(luò)游戲用戶對(duì)網(wǎng)游不滿之處 ...............................................................................54（圖）中國(guó)網(wǎng)絡(luò)游戲用戶離開(kāi)前一個(gè)網(wǎng)絡(luò)游戲的原因 .............................................................55（圖）中國(guó)網(wǎng)絡(luò)游戲用戶對(duì)網(wǎng)癮的看法 ..................................................................................56（圖）不同主流人群游戲廣告接受差異 ..................................................................................57（圖）不同主流人群游戲動(dòng)機(jī)差異 .........................................................................................58（圖）不同主流人群選擇游戲的標(biāo)準(zhǔn)差異 ...............................................................................59（圖）不同主流人群游戲中進(jìn)行活動(dòng)差異 ...............................................................................60（圖）2022 年中國(guó)網(wǎng)絡(luò)游戲玩家消費(fèi)意愿 .............................................................................62（圖）2022 年中國(guó)游戲市場(chǎng)用戶消費(fèi)調(diào)查樣本性別結(jié)構(gòu) .......................................................63（圖）2022 年中國(guó)游戲市場(chǎng)用戶消費(fèi)調(diào)查樣本年齡結(jié)構(gòu) .......................................................63（圖）2022 年中國(guó)游戲市場(chǎng)用戶消費(fèi)調(diào)查樣本文化水平分布 ................................................64（圖）2022 年中國(guó)游戲市場(chǎng)用戶消費(fèi)調(diào)查樣本月收入結(jié)構(gòu) ....................................................64（圖）2022 年中國(guó)網(wǎng)絡(luò)游戲玩家消費(fèi)渠道排名 ......................................................................65（圖）中國(guó)網(wǎng)絡(luò)游戲用戶月度 ARPU 值 .................................................................................66（圖）2022 年中國(guó)不同類型網(wǎng)絡(luò)游戲月均消費(fèi)水