第三章 毕业论文·我国网络游戏盈利模式分析.doc

摘 要 近几年，我国经济发展、科技进步、国际文化交往不断增多，网络文化市场发展很快。特别是一批网络游戏优秀产品的问世以及网络游戏公司商业模式的成功，网络游戏市场迅速发展并进入了一个高速增长期，涌现出一批著名的网络游戏公司。随着大量公司的进入，国内网络游戏公司开始了惨烈而残酷的竟争。目前国内网络游戏公司己达到了300多家，他们的生存状况不容乐观。 本文介绍网络游戏的定义分类和特点及其在我国的发展。通过对中国网络游戏产业状况的分析，确定了网络游戏企业竞争战略的选择。对中国的网络游戏消费者的行为进行调查分析，分析了网络游戏的盈利模式和生命周期，对游戏征途的经营状况做出分析：经典的免费下的盈利链。还有网络游戏周边的开发。 关键字：网络游戏；网络营销；竞争战略；运营管理 Abstract In recent years, Chinas economic development, scientific and technological progress, increasing international cultural exchanges, networking and cultural development of the market soon. In particular, a number of excellent products online games online games available, as well as the success of the company business model, the rapid development of online games market and has entered a period of rapid growth, the emergence of a group of well-known online game company. With the entry of a large number of companies, the domestic online game company started a tragic and brutal competition. At present, domestic online game company has reached more than 300, they can not be optimistic about the living conditions. This article describes the definition of online games and their classification and characteristics of development in China. Through the situation of Chinas online game industry analysis to determine the network game is the choice of enterprise competitive strategy. Chinas online games to investigate consumer behavior analysis, an analysis of the profitability of online games models and life-cycle of the operating conditions of the game to make the journey of analysis: the classic chain profit under free. There are surrounding the development of online games. Key words：Online games ；Online marketing；Operations management；Competitive strategy 目 录 摘 要 I Abstract II 引 言 1 1 网络游戏 3 1.1 网络游戏的定义 3 1.2 网络游戏的分类 3 1.3 网络游戏的特点 4 2 我国网络游戏的现状 6 2.1 我国网络游戏的发展 6 2.2 我国网络游戏产业环境 7 2.3 网络游戏企业竞争战略选择 10 3 我国网络游戏的盈利模式分析 12 3.1 我国网络游戏的产业链分析 12 3.2 网络游戏消费者分析 14 3.3 网络游戏的盈利模式 15 3.4 我国网络游戏的产品生命周期分析 18 4 我国网络游戏盈利方式的发展 20 4.1 免费下的盈利链 20 4.2 游戏周边 21