中国网络游戏运营商品牌竞争力探研
发布时间：2018-08-08 18:20
【摘要】： 在1998年至2008年的10年间,网络游戏在我国发展飞速,2007年中国网络游戏市场规模为128亿元,同比增长66.7%,预计在未来的4-5年间,网络游戏还将继续保持20%以上的增幅,在2011年整个市场规模将达到401亿元,成为一个令人瞩目的新兴行业。 本人多年前偶然接触了网络游戏之后,就被这个充满活力的行业深深吸引,在近三年中更是投身其中,在累积了一些网络游戏运营的实习、兼职经验后,结合所学专业,笔者发现中国网络游戏运营商的运营手段已形成一套比较成熟的体系,有些运营商运营成果显著,但是运营商普遍对品牌重视不够,没有意识到品牌竞争力可能为企业带来的巨大效益,对品牌的培育明显不足。笔者认为打造网络游戏运营商品牌,塑造运营商的品牌竞争力,是这个行业能够长期健康发展的保证。 本文通过对品牌竞争力相关理论的研究和网络游戏行业的分析,探索影响网络游戏运营商品牌竞争力形成与提高的因素,通过成功案例分析,提出相关对策,促进网络游戏运营商的品牌建设,使文章更具现实意义。 第一章绪论,介绍本文撰写的背景、研究内容、意义等。 第二章相关理论与文献综述,分析本文所涉及到的各个概念、理论和国内外关于品牌和品牌竞争力研究。 第三章中国网络游戏产业及运营商的发展状况和环境分析,主要对网络游戏产业的相关理论、在国内外的发展情况、目前我国国内网络游戏产业及运营商的基本状况作了分析。 第四章影响网络游戏运营商品牌竞争力的因素,根据我国国内主要运营商的竞争力的调查分析,归纳出影响网络游戏运营商品牌竞争力的因素。 第五章采用“深圳腾讯计算机科技有限公司”作为案例,对塑造强势品牌竞争力进行了描述性分析。 第六章提高网络游戏运营商品牌竞争力的对策,分析目前国内运营商品牌发展中存在的问题,并根据影响网络游戏品牌竞争力的因素提出提高品牌竞争力的对策。 本文采用了文献分析法和案例分析法,网络游戏在中国还是比较新的行业,缺少研究,这给本文的研究造成很大困难,而由于实际经验和数据的有限性,本文也可能不够客观,但对于国内网络游戏运营商的品牌竞争力的塑造与提高仍然具有一定的现实参考价值。
[Abstract]:In the 10 years from 1998 to 2008, online games developed rapidly in our country. In 2007, the scale of the online game market in China was 12.8 billion yuan, an increase of 66.7 percent over the same period last year. It is expected that in the next 4-5 years, online games will continue to increase by more than 20 percent. In 2011, the entire market size will reach 40.1 billion yuan, becoming a remarkable emerging industry. After years of accidental contact with online games, I was deeply attracted by this dynamic industry. In the last three years, I have even devoted myself to it. I have accumulated some internships and part-time experience in the operation of online games, and have combined my studies with my major. The author found that the operation means of Chinese online game operators have formed a more mature system, some operators have achieved remarkable results, but the operators generally pay less attention to the brand. Do not realize that brand competitiveness may bring great benefits to enterprises, the cultivation of brands is obviously inadequate. The author thinks that building the brand of online game operator and shaping the brand competitiveness of the operator is the guarantee of the long term healthy development of the industry. Based on the research of brand competitiveness theory and the analysis of online game industry, this paper explores the factors that affect the formation and improvement of brand competitiveness of online game operators, and puts forward the relevant countermeasures through the successful case analysis. Promote the brand construction of network game operator, make the article more realistic significance. The first chapter introduces the background, research content and significance of this paper. In the second chapter, the related theories and literatures are reviewed, and the concepts, theories and domestic and foreign researches on brand and brand competitiveness are analyzed. The third chapter analyzes the development and environment of China's online game industry and operators, mainly analyzes the related theories of online game industry, the development situation at home and abroad, and the basic situation of China's domestic online game industry and operators at present. The fourth chapter is about the factors that influence the brand competitiveness of online game operators. According to the investigation and analysis of the competitiveness of the main operators in China, the factors that affect the brand competitiveness of online game operators are summarized. The fifth chapter uses Shenzhen Tencent computer Technology Co., Ltd as a case to analyze the competitive power of strong brand. The sixth chapter analyzes the countermeasures of improving the brand competitiveness of online game operators, analyzes the problems existing in the brand development of domestic operators, and puts forward countermeasures to improve the brand competitiveness according to the factors affecting the brand competitiveness of online games. This article adopts the literature analysis method and the case analysis method, the network game is still relatively new profession in China, lacks the research, this causes the very big difficulty to this article research, but because of the actual experience and the data limitation, this article may not be objective. However, it still has some practical reference value for the brand competitiveness of domestic online game operators.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F49
本文编号：2172631
[Abstract]:In the 10 years from 1998 to 2008, online games developed rapidly in our country. In 2007, the scale of the online game market in China was 12.8 billion yuan, an increase of 66.7 percent over the same period last year. It is expected that in the next 4-5 years, online games will continue to increase by more than 20 percent. In 2011, the entire market size will reach 40.1 billion yuan, becoming a remarkable emerging industry. After years of accidental contact with online games, I was deeply attracted by this dynamic industry. In the last three years, I have even devoted myself to it. I have accumulated some internships and part-time experience in the operation of online games, and have combined my studies with my major. The author found that the operation means of Chinese online game operators have formed a more mature system, some operators have achieved remarkable results, but the operators generally pay less attention to the brand. Do not realize that brand competitiveness may bring great benefits to enterprises, the cultivation of brands is obviously inadequate. The author thinks that building the brand of online game operator and shaping the brand competitiveness of the operator is the guarantee of the long term healthy development of the industry. Based on the research of brand competitiveness theory and the analysis of online game industry, this paper explores the factors that affect the formation and improvement of brand competitiveness of online game operators, and puts forward the relevant countermeasures through the successful case analysis. Promote the brand construction of network game operator, make the article more realistic significance. The first chapter introduces the background, research content and significance of this paper. In the second chapter, the related theories and literatures are reviewed, and the concepts, theories and domestic and foreign researches on brand and brand competitiveness are analyzed. The third chapter analyzes the development and environment of China's online game industry and operators, mainly analyzes the related theories of online game industry, the development situation at home and abroad, and the basic situation of China's domestic online game industry and operators at present. The fourth chapter is about the factors that influence the brand competitiveness of online game operators. According to the investigation and analysis of the competitiveness of the main operators in China, the factors that affect the brand competitiveness of online game operators are summarized. The fifth chapter uses Shenzhen Tencent computer Technology Co., Ltd as a case to analyze the competitive power of strong brand. The sixth chapter analyzes the countermeasures of improving the brand competitiveness of online game operators, analyzes the problems existing in the brand development of domestic operators, and puts forward countermeasures to improve the brand competitiveness according to the factors affecting the brand competitiveness of online games. This article adopts the literature analysis method and the case analysis method, the network game is still relatively new profession in China, lacks the research, this causes the very big difficulty to this article research, but because of the actual experience and the data limitation, this article may not be objective. However, it still has some practical reference value for the brand competitiveness of domestic online game operators.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F49
【引证文献】
相关硕士学位论文 前2条
1 桂春雷;中国网络游戏产业商业模式研究[D];河北科技大学;2010年
2 张燕妮;客户端游戏品牌塑造策略研究[D];华南理工大学;2013年
，本文编号：2172631
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