角色扮演类网络戏品牌策略研究——以魔兽世界游戏为例.docVIP

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT IV 摘 要 随着全球信息化水平不断提高，人民的精神生活要求也有了提高，应运而生的网络游戏行业也借此机遇实现巨大发展，市场规模不断扩大。以魔兽世界为代表的角色扮演类网络游戏主导着世界网络游戏市场，其品牌策略对网络游戏产业的发展有着重大影响。因此本文以魔兽世界为例，对角色扮演类网络游戏品牌策略现状进行研究和分析，最后，对魔兽世界网络游戏品牌策略存在的问题提出建议及对策，以期本文能为推动国产角色扮演类网络游戏品牌健康持续发展提供现实指导。 关键词：网络游戏；角色扮演；品牌策略；魔兽世界  ABSTRACT With the continuous improvement of the level of global information, the peoples spiritual life has also been improved, the network game industry has also take this opportunity to achieve great development, the market size continues to expand. The role played by World of Warcraft as the representative of the network game dominates the worlds online game market, its brand strategy has a significant impact on the development of the network game industry. The to world of Warcraft, for example, on the role play network game brand strategy present situation research and analysis. Finally, the existence of the world of Warcraft online game brand strategy put forward suggestions on the problems and countermeasures, in the hope that this paper can to promote the domestic role playing online game brand health sustainable development to provide the practical guidance. Keyword: Online games; role playing; brand strategy; World of Warcraft 目 录TOC \o 1-3 \h \u HYPERLINK \l _Toc451264679 摘 要 PAGEREF _Toc451264679 \h I HYPERLINK \l _Toc451264680 ABSTRACT PAGEREF _Toc451264680 \h II HYPERLINK \l _Toc451264681 目 录 PAGEREF _Toc451264681 \h III HYPERLINK \l _Toc451264682 绪 论 PAGEREF _Toc451264682 \h 1 HYPERLINK \l _Toc451264683 一、角色扮演类网络游戏理论概况 PAGEREF _Toc451264683 \h 2 HYPERLINK \l _Toc451264684 （一）角色扮演类网络游戏的概念 PAGEREF _Toc451264684 \h 2 HYPERLINK \l _Toc451264685 （二）角色扮演类网络游戏主要类型 PAGEREF _Toc451264685 \h 2 HYPERLINK \l _Toc451264686 二、国内外角色扮演类网络游戏品牌策略发展现状 PAGEREF _Toc451264686 \h 2 HYPERLINK \l _Toc451264687 （一）国外角色扮演类网络游戏品牌策略发展现状 PAGEREF _Toc451264687 \h 2 HYPERLINK \l _Toc451264688 （二）国内角色扮演类网络游戏品牌策略发展现状 PAGEREF _Toc451264688 \h 3 HYPERLINK \l _Toc45126