网络游戏品牌营销策略

发布时间：2018-02-26 05:07

本文关键词： 网络游戏品牌品牌营销　出处：《北京邮电大学》2008年硕士论文　论文类型：学位论文

【摘要】： 网络游戏是一种娱乐,它正日益改变着人们的生活,让越来越多的人都能够领略到电脑游戏所带来的全新体验;同时网络游戏也是一个产业,自2003年以来,网络游戏以每年超过30%的速度增长,5年间翻了2.5倍。2007年全球网络游戏规模约86亿美元,同比增长322%,预计在未来的4-5年间,全球网络游戏市场规模还将保持两位数增长。2007年中国网游市场规模已达到128亿元,同比增长66.7%。随着网游公司IPO与速效热潮的持续,预计中国网络游戏市场规模将以每年20%以上的速度持续增长,网络游戏产业高速的发展速度和巨大的市场规模让世界震惊。网络游戏产业的高增长性,加上巨额的利润,让大量的资本不断进入网络游戏市场,在近五年来中国网络游戏行业发展迅猛,业务取得巨大发展,成为一个非常有活力的朝向产业。伴随着中国网络游戏商家的成长成熟,优胜劣汰,行业环境亦发生了巨大转变,国产网游近几年已逐步发展到了一个相对稳定的阶段,从最初的单纯代理,到如今的自主研发,网游行业的自主知识产权意识在市场实践中逐步加强,在发展“民族网游”和“绿色网游”的大趋势下,网游数量增加,产品同质化严重,玩家忠诚度降低,平均APRU值降低。在这样的竞争环境下,网络游戏商家若想使自己的网游产品在市场上独树一帜,必须注入独特的品牌附加值,这是新时期市场营销策略中高于运营能力的必备素质;同时随着前沿网游运营商的一系列运营举措的改变,各大网游厂商间的竞争重点已经从国外游戏开发商合作资源、渠道销售资源的竞争转向产品技术和市场营销、运营、推广能力等等因素的综合竞争,树立品牌价值进行品牌营销已经成为下一阶段大部分网游商家的竞争重点。因此着力于研究关于网络游戏品牌营销策略,塑造网络游戏品牌,打造网络游戏品牌形象,是网络游戏这个行业能够长久发展的保证。本文通过分析网络游戏品牌营销策略,尝试对网络游戏品牌营销提出建议。本文从品牌的角度出发,运用市场营销和管理学的理论和方法,首先分析中国网络游戏行业发展与竞争状况,网络游戏品牌定位,品牌结构以及品牌营销现状;其次,采用对比法,分析盛大、腾讯、网易等几家网络游戏商家的品牌竞争状况,分析网络游戏在品牌营销方面的现状和重要性。最后,针对存在的问题,从品牌定位、品牌塑造、品牌延伸、品牌忠诚度建设、品牌联合以及品牌竞争力提高等六个方面提出对策和建议。
[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.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F49

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