国外游戏化营销研究综述与展望

发布时间：2018-09-06 13:58

【摘要】：游戏化已经在医疗健康、教育培训、营销活动和企业管理等方面得到广泛应用,能够影响用户的心理状态和行为,例如促进参与和实现契合。目前,已有不少企业将游戏设计元素应用于营销实践,开展游戏化营销。自从"游戏化"概念在2011年游戏开发者大会被提及至今,国外不少学者和机构围绕这一主题进行了研究和探讨,而国内的学者尚未给予足够的重视,研究明显滞后。鉴于此,本文围绕游戏化营销的产生背景、应用领域、理论基础和概念模型等方面对国外的相关文献进行了综述,界定了游戏化营销的基本含义,梳理了游戏化营销的应用范围,总结了游戏化营销比传统营销方式更有效的原因,并对未来的研究方向进行了展望,以期为游戏化营销研究者和实践者提供借鉴。
[Abstract]:Gameplay has been widely used in medical health, education and training, marketing activities and business management, which can affect the psychological state and behavior of users, such as promoting participation and achieving fit. At present, many enterprises have applied game design elements to marketing practice to develop game marketing. Since the concept of "gameplay" was mentioned in the 2011 Game developer Conference, many foreign scholars and institutions have studied and discussed this topic, but domestic scholars have not paid enough attention to it, and the research is obviously lagging behind. In view of this, this paper summarizes the relevant foreign literature on the background, application field, theoretical basis and conceptual model of game marketing, and defines the basic meaning of game marketing. This paper combs the application scope of game marketing, summarizes the reason why game marketing is more effective than traditional marketing, and looks forward to the research direction in the future, in order to provide reference for the researchers and practitioners of game marketing.
【作者单位】：中南财经政法大学工商管理学院;
【基金】：国家社会科学基金项目(12BGL055)
【分类号】：F274

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