本文關(guān)鍵詞： 網(wǎng)絡(luò)游戲 品牌 品牌營銷　出處：《北京郵電大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 網(wǎng)絡(luò)游戲是一種娛樂,它正日益改變著人們的生活,讓越來越多的人都能夠領(lǐng)略到電腦游戲所帶來的全新體驗(yàn);同時(shí)網(wǎng)絡(luò)游戲也是一個(gè)產(chǎn)業(yè),自2003年以來,網(wǎng)絡(luò)游戲以每年超過30%的速度增長,5年間翻了2.5倍。2007年全球網(wǎng)絡(luò)游戲規(guī)模約86億美元,同比增長322%,預(yù)計(jì)在未來的4-5年間,全球網(wǎng)絡(luò)游戲市場規(guī)模還將保持兩位數(shù)增長。2007年中國網(wǎng)游市場規(guī)模已達(dá)到128億元,同比增長66.7%。隨著網(wǎng)游公司IPO與速效熱潮的持續(xù),預(yù)計(jì)中國網(wǎng)絡(luò)游戲市場規(guī)模將以每年20%以上的速度持續(xù)增長,網(wǎng)絡(luò)游戲產(chǎn)業(yè)高速的發(fā)展速度和巨大的市場規(guī)模讓世界震驚。 網(wǎng)絡(luò)游戲產(chǎn)業(yè)的高增長性,加上巨額的利潤,讓大量的資本不斷進(jìn)入網(wǎng)絡(luò)游戲市場,在近五年來中國網(wǎng)絡(luò)游戲行業(yè)發(fā)展迅猛,業(yè)務(wù)取得巨大發(fā)展,成為一個(gè)非常有活力的朝向產(chǎn)業(yè)。伴隨著中國網(wǎng)絡(luò)游戲商家的成長成熟,優(yōu)勝劣汰,行業(yè)環(huán)境亦發(fā)生了巨大轉(zhuǎn)變,國產(chǎn)網(wǎng)游近幾年已逐步發(fā)展到了一個(gè)相對(duì)穩(wěn)定的階段,從最初的單純代理,到如今的自主研發(fā),網(wǎng)游行業(yè)的自主知識(shí)產(chǎn)權(quán)意識(shí)在市場實(shí)踐中逐步加強(qiáng),在發(fā)展“民族網(wǎng)游”和“綠色網(wǎng)游”的大趨勢下,網(wǎng)游數(shù)量增加,產(chǎn)品同質(zhì)化嚴(yán)重,玩家忠誠度降低,平均APRU值降低。在這樣的競爭環(huán)境下,網(wǎng)絡(luò)游戲商家若想使自己的網(wǎng)游產(chǎn)品在市場上獨(dú)樹一幟,必須注入獨(dú)特的品牌附加值,這是新時(shí)期市場營銷策略中高于運(yùn)營能力的必備素質(zhì);同時(shí)隨著前沿網(wǎng)游運(yùn)營商的一系列運(yùn)營舉措的改變,各大網(wǎng)游廠商間的競爭重點(diǎn)已經(jīng)從國外游戲開發(fā)商合作資源、渠道銷售資源的競爭轉(zhuǎn)向產(chǎn)品技術(shù)和市場營銷、運(yùn)營、推廣能力等等因素的綜合競爭,樹立品牌價(jià)值進(jìn)行品牌營銷已經(jīng)成為下一階段大部分網(wǎng)游商家的競爭重點(diǎn)。因此著力于研究關(guān)于網(wǎng)絡(luò)游戲品牌營銷策略,塑造網(wǎng)絡(luò)游戲品牌,打造網(wǎng)絡(luò)游戲品牌形象,是網(wǎng)絡(luò)游戲這個(gè)行業(yè)能夠長久發(fā)展的保證。 本文通過分析網(wǎng)絡(luò)游戲品牌營銷策略,嘗試對(duì)網(wǎng)絡(luò)游戲品牌營銷提出建議。本文從品牌的角度出發(fā),運(yùn)用市場營銷和管理學(xué)的理論和方法,首先分析中國網(wǎng)絡(luò)游戲行業(yè)發(fā)展與競爭狀況,網(wǎng)絡(luò)游戲品牌定位,品牌結(jié)構(gòu)以及品牌營銷現(xiàn)狀;其次,采用對(duì)比法,分析盛大、騰訊、網(wǎng)易等幾家網(wǎng)絡(luò)游戲商家的品牌競爭狀況,分析網(wǎng)絡(luò)游戲在品牌營銷方面的現(xiàn)狀和重要性。最后,針對(duì)存在的問題,從品牌定位、品牌塑造、品牌延伸、品牌忠誠度建設(shè)、品牌聯(lián)合以及品牌競爭力提高等六個(gè)方面提出對(duì)策和建議。
[Abstract]:Online games are a form of entertainment that is changing people's lives, allowing more and more people to experience the new experiences brought by computer games, and online games, an industry that has been around since 2003. Online games have grown 2.5-fold in five years at a rate of more than 30% a year. In 2007, the global scale of online games was about $8.6 billion, up 322,000 from a year earlier, and is expected to be in the next 4-5 years. The global online game market will also maintain double-digit growth. China's online gaming market reached 12.8 billion yuan in 2007, an increase of 66.7 percent over the same period last year. As the online gaming company IPO and the quick-impact boom continue, It is expected that the scale of China's online game market will continue to grow at a rate of more than 20% per year. The rapid development of the online game industry and the huge market scale have shocked the world. The high growth of the online game industry, coupled with the huge profits, has allowed a large amount of capital to continue to enter the online game market. In the past five years, the online game industry in China has developed rapidly and its business has made great progress. With the growth and maturity of Chinese online game merchants, the survival of the fittest and the great changes in the industry environment, domestic online games have gradually developed to a relatively stable stage in recent years. From the beginning of pure agency to today's independent R & D, the awareness of independent intellectual property rights in the online gaming industry has been gradually strengthened in market practice. Under the general trend of developing "national online games" and "green online games," the number of online games has increased. Product homogenization is serious, player loyalty is reduced, and average APRU value is reduced. In such a competitive environment, if online game merchants want to make their online game products unique in the market, they must inject unique brand added value. This is an essential quality in the marketing strategy of the new era, which is higher than the operational capability. At the same time, with the change of a series of operation measures of the frontier online game operators, the competition between the major online game manufacturers has been focused on the cooperative resources of foreign game developers. The competition of channel sales resources turns to the comprehensive competition of product technology and marketing, operation, promotion ability and so on. Establishing brand value for brand marketing has become the focus of competition for most online game merchants in the next stage. Therefore, it focuses on the research on brand marketing strategy of online game, shaping online game brand and creating brand image of online game. It is the guarantee that this industry of network game can develop for a long time. By analyzing the brand marketing strategy of online games, this paper tries to put forward some suggestions on brand marketing of online games. From the perspective of brand, this paper applies the theories and methods of marketing and management. Firstly, it analyzes the development and competition of online game industry in China, the brand positioning, brand structure and brand marketing status of online game; secondly, it analyzes Shanda, Tencent by contrast. This paper analyzes the current situation and importance of online games in brand marketing. Finally, aiming at the existing problems, we focus on brand positioning, brand shaping, brand extension, brand loyalty construction. The countermeasures and suggestions are put forward in six aspects, such as brand combination and brand competitiveness improvement.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F49

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