论手机游戏玩家的人际传播对手机游戏营销的作用

发布时间：2018-10-14 20:52

【摘要】：随着社交媒体的普及,手机游戏玩家之间出现了一种新的人际传播形式——手机游戏玩家的人际传播,成为传播手机游戏信息的重要途径。本文围绕如何利用手机游戏玩家的人际传播进行手机游戏营销展开论述,提出了利用手机游戏玩家的人际传播进行手机游戏营销的应用路径。力图为手机游戏开放商和运营商开辟一条新的营销推广思路。本文主要分为3章进行论述,第1章分别阐释了手机游戏玩家的人际传播与手机游戏营销的基本概念。在对手机游戏玩家的人际传播的论述过程中,通过对比传统人际传播、网络人际传播的概念,概述了手机游戏玩家的人际传播的概念、特点、类型以及传播方式。在对手机游戏营销的论述中,借鉴市场营销概念,阐释了手机游戏营销的含义和方式。第2章分析了手机游戏玩家的人际传播对手机游戏营销的促进作用。通过论述手机游戏玩家的人际传播中弱连接主导的关系空间,以及意见领袖对于手机游戏营销的重要作用,论证了利用手机游戏玩家的人际传播进行手机游戏营销的可行性。第3章提出了利用手机游戏玩家的人际传播进行手机游戏营销的3种应用路径:利用共同的意义空间进行病毒式营销,利用意见领袖进行二级传播,以及建立玩家社交平台。
[Abstract]:With the popularity of social media, a new form of interpersonal communication has emerged among mobile gamers-the interpersonal communication of mobile gamers has become an important way to spread the information of mobile games. This paper discusses how to use the interpersonal communication of mobile gamers to carry out mobile game marketing, and puts forward the application path of mobile game marketing by using interpersonal communication of mobile gamers. Try to open up a new marketing ideas for mobile game operators and operators. This paper is divided into three chapters. Chapter 1 explains the basic concepts of interpersonal communication and mobile game marketing. In the process of discussing the interpersonal communication of mobile gamers, by comparing the traditional interpersonal communication and the network interpersonal communication, this paper summarizes the concept, characteristics, types and communication methods of the interpersonal communication of the mobile gamers. In the discussion of mobile game marketing, using the concept of marketing for reference, the meaning and method of mobile game marketing are explained. Chapter 2 analyzes the promotion of mobile game marketing by interpersonal communication of mobile gamers. This paper discusses the relationship space dominated by weak connection in the interpersonal communication of mobile gamers and the important role of opinion leaders in mobile game marketing, and demonstrates the feasibility of using the interpersonal communication of mobile game players to carry out mobile game marketing. Chapter 3 puts forward three application paths of mobile game marketing by using interpersonal communication of mobile gamers: using common sense space to carry out viral marketing, using opinion leaders to carry out secondary communication, and establishing player social platform.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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