论文总字数：27688字

摘 要

在上个世纪末，电脑仍是一种较为奢侈的家用产品，在我国城乡的普及率相对较低。进入21世纪后，随着网络的不断普及，以及各大电脑生产厂商的纷纷崛起，让电脑产品得到了进一步的推广，走入了寻常百姓家。与此同时，网络游戏作为不可忽视的衍生品，也从最开始的受众范围狭小，发展到了现在拥有庞大游戏玩家群体的火热局面。

基于中国网络游戏玩家市场潜力巨大，众多游戏商瞄准市场，通过联合引进、自主开发、复制抄袭等手段相继推出了形形色色的网络游戏，在网络游戏产业发展的初期阶段，快速吸引了许多初次接触网络游戏的玩家，获得了很好的效益。但是目前网络游戏产业已经日趋成熟，逐渐步入了发展的新阶段，在电脑硬件设施的更新换代、网络游戏技术的快速研发应用、游戏玩家出现审美疲劳新鲜感刺激感满足感日益下降等因素的综合影响下，对如今的网络游戏产业提出了更高的市场需求，再想单纯依靠复制抄袭等简单手段来占领市场的营销策略已经被证实毫无用处，一部分的网络游戏运营商和他们的游戏产品一起慢慢被市场淘汰，有实力的网络公司开始寻求新的突破，例如《魔兽世界》，这种突破包括加大自主技术研发和对外合作力度，兼并一些小的网络公司，努力向网络游戏产业价值链上下游延伸等，在新的市场浪潮中逐渐站稳脚跟。纵观我国网络游戏产业现状，目前国产游戏已经渐入佳境，如《仙侠世界》这类的休闲游戏人气高涨但市场集中度也很高且赢利前景莫测。随着产业布局不断调整，市场竞争愈加激烈，使得大量如《魔兽世界》等国外代理游戏开始占据中国国内的网络游戏市场，使得大量国内网游公司自主研发的网络游戏在营销过程中面临较多困难局面。

本文通过对网络游戏市场产业链，以及现行中国网络游戏的营销渠道进行分析，查找网络游戏在营销策略方面存在的问题，并提出相应的改进措施，为促进网络游戏产业持续健康高质量发展奠定坚实的理论基础。

关键词：网络游戏 营销策略 现状 产业链 问题 分析

Online game marketing strategy analysis

Abstract

At the end of last century, computer was still a luxury household product. After entering the 21st century, with the continuous popularization of the Internet and the rise of major computer manufacturers, computer products have been further promoted and entered the homes of ordinary people. At the same time, online games, as a non-negligible derivative, have developed from a narrow audience at the very beginning to a hot situation with a large group of game players.

Based on China's online game players market potential is tremendous, numerous games business target market, by importing, independent development, joint copy plagiarize successively introduced a variety of methods such as network game, in the early stages of the network game industry development, quickly attracted many first-time online game players, good benefits are obtained. But the network game industry has been mature, and gradually stepped into a new stage of development, the upgrading of computer hardware and application the rapid development of online games, game players appear fatigue fresh stimulation of satisfaction falling under the comprehensive influence of factors such as, to today's online game industry put forward a higher demand, to simply rely on simple means such as replication copy to occupy the market marketing strategy has proved useless, part of the network game operators and their products are gradually eliminated by the market, with strength of Internet companies to seek new breakthroughs, These include increasing independent technology research and development and foreign cooperation, merging some small Internet companies, and striving to extend the online game industry up and down the value chain, etc., so as to gradually gain a firm foothold in the new market wave. Throughout China's online game industry present situation, the current domestic game has began in earnest, casual games becoming popular but market concentration is also high and profit prospects, the adjustment of industry layout, market competition intensified, all kinds of network game, there is no significant difference between products, it also caused the network game in the marketing process often face a more difficult situation.

Based on the analysis of the online game market industry chain and the current online game marketing channels in China, this paper finds the problems existing in the online game marketing strategy and puts forward the corresponding improvement measures to lay a solid theoretical foundation for promoting the sustainable, healthy and high-quality development of the online game industry.

Key words:Online game；Marketing planning;Actuality；Industry chain；Question；Analyze.

目录

摘 要 I

Abstract Ⅱ

第一章 前言 1

1.1研究背景与意义 1

1.2网络游戏营销策略综述 2

1.2.1网络游戏的相关概念 2

1.2.2营销策略相关理论 4

第二章 中国网络游戏发展现状分析 7

2.1中国网络游戏现状 7

2.1.1国产游戏渐入佳境 7

2.1.2渠道分化及布局调整 8

2.1.3休闲游戏人气高涨但前景莫测 8

2.1.4竞争激烈，开始极化 9

2.1.5产品差异化不明显 9

2.2中国网络游戏存在的问题 9

第三章 网络游戏营销模式分析 11

3.1网络游戏市场营销模式种类分析 11

3.1.1开发商 11

3.1.2代理商运营 11

3.1.3运营商运营 11

3.1.4通路商运营 12

3.1.5销售渠道 12

3.2中国网络游戏营销渠道分析 12

3.3网络游戏运营营销模式分析 13

3.3.1网游《魔兽世界》的营销模式 13

3.3.2网游《仙侠世界》的营销模式 16

3.3.3两种网游营销模式的对比分析 18

3.3.4两种营销模式的优势和问题 19

第四章 网络游戏营销存在的问题分析 22

4.1营销战略无法切实执行 22

4.2营销策略不能和市场紧密结合 22

4.3营销活动不能长期有效的进行 23

4.4营销计划与市场脱节 23

4.5出现无视产品线整体营销规划的恶性竞争 24

第五章 网络游戏营销策略分析 25

5.1营销技巧与渠道网络建设相结合 25

5.2提升客服的服务质量 25

5.3强化网络游戏营销团队的专业性 25

5.4加强“异业合作” 25

5.5将各种营销因素的成功组合 26

5.6发挥网络广告在网络游戏营销中的作用 26

结 语 28

参考文献 29

致 谢 31

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