从《魔兽世界》探索中国游戏产业的发展策略.doc

保密类别编 号院(系)别 文化管理学院 专 业 文化产业管理 班 级 10媒体策划与营销1班 姓 名 陈玲 学 号 20100401104 指导教师 程秀花 中国传媒大学南广学院 2014年月 日ABSTRCT With the development of information industry and internet’s popularity，the age of network is coming. Network’s popularity brings people deep change in all aspects. It trigger new life styles. At the same time，the characters of online games make youths indulge themselves in it. Lots of college students discontinue their studying because they addict themselves to network games. As a result，online game is called electronic opium at one time and is abandoned by school and parents. How to develop advantages and avoid disadvantages of network game industry is a serious problem that society and government should attach importance to. This thesis discusses of five parts： The first part is introduction the previous research findings in this field，and extracts the main questions this thesis discusses. The second and third part is about the issues and challenges the status quo of China’s game industry and game development industry faced to. The fourth is the presentation the invasion of the game industry in 2013 excellent RPG game “WOW”, analysis and all aspects of marketing and advertising campaign pre-operational after the great success obtained by its development team so that we can obtain a favorable development of the game industry’s successful experience and inspiration. The last part is about the strategies and suggestions for the future development of China’s game industry I can give to，and the expression of Chinese game industry’s best wishes and look forward to it. Keyword：online game industry; thriving ; electronic opium; play to one’s strengths 目 录 摘 要 I ABSTRCT II 绪 论 1 （一）选题背景和意义 1 （二）本文探讨的主要问题 1 一、中国游戏产业发展现状 2 （一）游戏的分类和定义 2 （二）中国网游的发展史 2 （三）中国游戏产业的特征 3 二、中国游戏产业所面对的问题 5 （一）消费门槛低 5 （二）定位模糊 6 （三）从事游戏人才培养的高等教育机构较少 6 （四）办学层次较低，师资缺乏，课程体系不完善 6 （五）技术水平低下 7 三、《魔兽世界》的运营策略 8 （一）《魔兽世界》的发展现状 8 （二）《魔兽世界》的主要营销战略 9 四、中国游戏产业的未来发展方向 11 （一）营销团队的专业化