中小型网店游戏化营销的实践与探索

发布时间：2018-03-13 04:02

本文选题：游戏化营销　切入点：网店　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：上个世纪90年代以来,电子商务在世界及中国发展非常迅速,中国的天猫、淘宝、京东商城、苏宁易购等B2C和C2C电子商务平台迅速崛起。随着B2C电商平台的迅速发展和普及,在各家电商开放平台上涌现了非常多的中、小型网上店铺。随着国家提出"大众创新、万众创业"的口号,越来越多的创业型网店正在迅速扩张。在网上店铺竞争异常激烈的今天,如何对网店进行高效率营销是摆在网店经营者面前的一道难题。通过传统大众媒体与网络时代的消费者进行单向沟通的效果已经很有限了。网店经营者需要探索新型营销方式传播网店的品牌和产品,增加"粉丝",增强与消费者的互动性,提升网店的访问流量和购买转化率。当前,越来越多的企业开始关注并实践游戏化营销这种兼具娱乐性与互动性的手段,运用游戏化的形式与消费者建立起亲密互动。特别是随着微博、微信等社交网络的兴起,并且随着基于HTML5游戏设计技术的崛起,游戏化营销正在成为网络营销创新的大热点。然而,迄今为止,学术界极少实证检验游戏化营销在品牌建设中的作用,更是极少探索游戏化营销对网上店铺宣传的影响。本文主要探索基于游戏化思维的互动营销对网上店铺品牌及产品推广的影响。在回顾游戏化思维、游戏化营销相关理论基础上,研究游戏化营销的构思、设计、推广模式,探索游戏化营销在宣传品牌、吸引粉丝、促进销售方面的影响,验证游戏化营销所包含的元素及其有效性。本文通过基础理论研究、案例研究、游戏化营销实践等研究方法,提出游戏化营销的基本元素、设计、推广模式。首先,通过研究游戏化思维及游戏化营销的理论内涵,总结游戏化营销的元素及设计、推广机制。其次,借助商谊网店做游戏化营销的实践,提供构思、设计和推广计划,并对实施推广后所获取的各项数据进行收集和分析。最后,对研究结果进行分析讨论并得出结论和展望。
[Abstract]:Since -10s, electronic commerce has developed very rapidly in the world and in China. With the rapid development and popularization of B2C e-commerce platforms, such as Tmall, Taobao, JingDong Mall, SUNING, etc. There are a lot of small and medium-sized online stores on the open platform of home appliance manufacturers. As the country puts forward the slogan of "the masses innovate, the masses start their own businesses", More and more entrepreneurial online stores are expanding rapidly. How to carry on the high efficiency marketing to the online store is a difficult problem in front of the online store operator. The effect of unidirectional communication between the traditional mass media and the consumers in the network age has been very limited. The online store operator needs to explore. New marketing methods to spread the brands and products of online stores, Increasing "fans", enhancing interaction with consumers, increasing access to online stores and buying conversion. At present, more and more enterprises are beginning to pay attention to and practice game marketing, which is both entertaining and interactive. With the rise of social networks such as Weibo and WeChat, and with the rise of game design technology based on HTML5, Gaming marketing is becoming the hot spot of network marketing innovation. However, so far, the academic circles seldom empirically test the role of game marketing in brand construction. This paper mainly explores the influence of interactive marketing based on game thinking on online store brand and product promotion. Based on the theory of game marketing, this paper studies the conception, design and promotion mode of game marketing, and explores the influence of game marketing in promoting brand, attracting fans and promoting sales. Through the basic theory research, the case study, the game marketing practice and other research methods, this paper puts forward the basic elements of the game marketing, design, promotion model. By studying the theoretical connotation of game thinking and game marketing, this paper summarizes the elements, design and promotion mechanism of game marketing. Secondly, with the help of the practice of game marketing in Yiyi online store, it provides the conception, design and promotion plan. Finally, the research results are analyzed and discussed, and the conclusions and prospects are obtained.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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