游戏化营销案例分析及理论探究.docVIP

游戏化营销案例分析及理论探究 ［ ］ 营销战略是企业全部营销工作的基石。市场营销要制定企业的市场定位战略，发掘 市场潜在需求，确立消费者品牌归属感，明确市场细分R标。能否满足消费者需求，直接关 系到企业的市场份额和盈利，从而影响企业的生存与发展。消费者心理及行为与企业的市场 营销有养极为密切的内在联系。建构营销理念体系，整合营销资源，实现市场优势最大增值， 转换营销模式，建立立体化营销体系，是企业市场营销战略创新的必由路径。 近年来，游戏化营销越來越受到广告主、企业的关注。在游戏化营销的道路上，很 多企业确实得到了不错的反响。因此，深入研宂游戏化营销的营销模式，营销特点以及消费 者对待游戏化营销的态度，是十分必要的，这也是本文的研宄重点。 ［关键字］游戏；游戏化；游戏化营销；消费需求; Game Based Marketing Case Analysis And Theoretical Inquiry [Abstract] Marketing strategy is the cornerstone of the enterprise all the marketing work. Marketing to develop market positioning strategy of the enterprise，to explore the market potential demand of consumer brand, establish a sense of belonging, clear market segmentation target. Can meet the demand of the consumers，directly related to the enterprise’s market share and profit，thus affecting the survival and development of enterprises. Consumer psychology and behavior and enterprise marketing had extremely closely. The construction of the marketing idea system，integrated marketing resources，to realize the greatest value-added market advantage, conversion mode of marketing，the establishment of three-dimensional marketing system，is a must by the path of innovation and marketing strategy of enterprise. For the past few years，advertisers and enterprises paid more and more attention to the gaming marketing. On the way of gaming marketing，many enterprises are indeed get a good response. Therefore, further studying of gaming marketing mode of marketing，marketing characteristics and consumers attitude toward gaming marketing，it is very necessary，and it is also the research emphasis in this paper. [Key Words] Game;Gamification;Gaming marketing;Consumer demand; 目录 TOC \o 1-5 \h \z 弓 IB 4 HYPERLINK \l bookmark3 \o Current Document \h 1 NIKE+的游戏化营销 5 Nike+的发展历程 5 1.2Nike+的成功之处 6 1.3 Ni ke+游戏化营销所存在的问题 6 HYPERLINK \l bookmark4 \o Current Document \h 2提高游戏化营销的应对之策 7 HYPERLINK \l bookmark5 \o Current Document \h 2.1游戏化营销应注意的问题 8 HYPERLINK \l bookmark6 \o Current Document \h 2.2