網游运营商营销策略分析.docVIP

中国网络游戏运营商的营销策略分析 主题词： 网络游戏网络营销消费者行为 研究生姓名：刘健 导师姓名： 熊伟 论文起止时间：2005．10—2006．04 中国网络游戏运营商的营销策略分析 提要 网络游戏是一个新兴的产业，从1997年在我国诞生以来，?直高速发展。 目前正是它快速发展昀时期。然而国内网络游戏企业的生存状况并不乐观，企 业数量增黧迅速，市蛹竟挚热劂，弼络游熊辩青多年豹量面嚣响酲盏严重。本 文分搋了蹰络游戏鹣概念啵及势类帮特意，从接连我国网络游戏营镄的发展历 史出发，好析了我融闷绪游戏运营盎业营销的现状，借鉴国内凡个网络游戏开 发运营苘成功与失败的经验，从营销组台的角度阐迹了网鼯游戏逛营企业营销 簧略制定的相蓑影响因素：产品与消赞翥黼求的不同、企业收入主簧来源与产 品价格和襁关捆绑产她的发曩、营锩渠道的发展现状和束来趋势、i三；【及两络游 戏运营商对于产品厨镳酶健镄活动。然扁分析币同类型的漓蛰者心瑾爱消费行 为，糟络游戏的产辘鞋结构和游戒产业发麓的玮境戡况．啦厦湖络游戏产品所 遵循的生命周期。并举例说明了应对生俞周期的不耐方法。最后，为网络游戏 燧营商营销策略的制定提出了建议。 关键词；网络游戒剐绻营销消费者行魏 ABSTRACT The network game，which WaS produced in our country in 1997，is a newly developing industry．and it is developing very fast from then on— Now it is the time when it develops fast。but t№situation of the network game isn‘t optimistic in Our country，the number of this kind of industry is increasing rapidly，what is worse，the competition in the markets is becoming fierce。The text introduces lls the concept，identification，and character of the network games，it begins With the description the history of managing and selli鹳about the games in our country， synthesizes the present situation of the managing and selling about the games and follows the experience of failure and SUCCESS that some businessmen have when they exploited and managed their companies，it also analyses the relatcd factors about the games from the“4P”．the factors are；the difference between products and the needs of the consumers；the relationship between the main resout7ces and the development of the price of the products and the products which are tied up with the network games；the enrrent situation of the ways to sell the products and its future trend，and some encouraging activities that the industries take about selling the products．Then it analyses the psychology of the different kinds of consumers and their actions，it also analyses the life span that the products of the games should follow， meanwhile it gives the examples to illustrate some ways to deal with the life span．Finally，it offer