基于网络游戏的植入式沟通策略探析.doc

南京林业大学 本科毕业设计（论文） 题 目： 基于网络游戏的植入式 沟通策略探析 学 院： 人文社会科学学院 专 业： 广 告 学 学 号： 070702108 学生姓名： 郭 婉 盈 指导教师： 张 律 职 称： 讲 师 二O一二年五月五日 基于网络游戏的植入式沟通策略探析 摘要：新世纪至今，植入式广告发展暴发期。伴随着数码产品，刻录产品、网络和视频游戏的发展，植入式兴起 Analysis of Implanted Communication Strategy Based on Network Games Abstract: So far in the new century, was the outbreak of embedded advertising development period. With digital products, recording products, networks, and video game development, embedded communications strategy. Purposes of Internet games, China online game market has become the most promising market, a successful Internet games has thousands of players online every day, this attracted a large amount of attention and access media platforms so that it is full of great advertising value of imagination. Embedded communication easier for the product or brand in naturally integrated into the game, becomes integral part of the game, not only to convey information effectively, can also improve the gaming experience, achieve good spreading effect. But so far, online games embedded communication is still in its infancy stage, forms or inadequate, to be expanding, for implants implanted in advertising research also to films and advertisements, the majority, for implanted communication strategy of the game concerned scholars and rarely seen. Wide range of online games, classification also there is no uniform standard, so this requires analysis of characteristics of different games, and classification according to certain standards, so as to explore new forms of online games embedded communication strategy, online games embedded communication obtained better results, reforming the profit mode of the game, occupation of head start, developing the online game market, achieve greater benefits. Key Words: Network games embedded communication interactive new forms 目 录 前言 1 1.植入式沟通策略概述 3 1.1植入式沟通策略的兴起和发展 3 1.2网游植入式沟通策略 3 2.网游植入式沟通策略的现状 5 2.1网游植入式沟通策略的