互联网产品“网络游戏”的品牌营销分析-工商管理专业论文.docxVIP

B R A ND M A R K E T I NG R E S E AR C H O N I N T ER N ET P R OD U C T “ O N LIN E G A ME S ” ABSTRACT This dissertation first provides an overview of the internet industry, pointing out the 7 basic applications in the internet world during the last 20 years. Furthermore, it highlights the importance of brand marketing and research methods of online games. After a review and brief analysis of the theoretical framework, the article introduces the creation of the brand marketing. The complexity of the online game market, the scale of users and the users’ characteristics indicate huge potential but also great pressure in China. Meanwhile, through game theory of market competition, it shows that the competition will become more and more intensive on one hand, it will effectively contribute to the brand strategic alliance and adapt to “co-operation-competition” as strategic direction of the organization model and brand marketing on the other hand. The article also analyzes the necessity and feasibility of brand marketing for the online games. By using the value chain, opportunities-threat analysis and other methods from all angles on this unique industry, it has concluded that only through appropriate marketing strategies for brand positioning and strategies for implementation, the online game industry can develop a healthy and orderly environment. “Tencent game” is the specific example used in this article. Through the strategic positioning of their brand marketing and strategy research, we discovered a number of practical brand strategy and practice methods. Although there is still a large room for further exploration and practice, the overall framework and direction has been clearly specified, which will benefit those who are interested in working in this area. KEY WORDS: online games, brand, market, strategy, practice methods 目录 HYPERLINK \l _bookmark0 前言 1 HYPERLINK \l _bookmark1 第 1 章 绪论 2 HYPERLINK \l _bookmark2 1.1 研究背景 2 HYPERLINK \l _bookmark3 1.2 研究意义