腾讯网络游戏英雄联盟品牌策略研究.pdf

摘 要 随着互联网技术的迅速发展，网络游戏依赖强大的载体得到持续性地蓬勃发展， 未来发展潜力依然广阔。尤其是新网络环境、新网络技术以及宽带技术的出现，更进 一步促进网络游戏产业的发展。作为国内最大的互联网综合服务提供商，腾讯公司一 直以来都非常重视在网络游戏领域的研发和投入，采用自主研发、代理合作以及联合 运营三种方式塑造了国内多个成功的网络游戏品牌。其中，英雄联盟作为新一代网络 游戏的代表，近几年更是在国内掀起竞技游戏的浪潮，给予传统网络游戏巨大的冲击 压力，2013 年 3 月 10 日全球同时在线人数突破500 万人，超越《魔兽世界》成为全 球第一网络游戏，成为腾讯公司新一代的增值产品，得到社会公众广泛的品牌知名度。 但是，随着外部环境的变化、消费者娱乐需求的升级、产品自身的优化调整，英雄联 盟的品牌运营策略面临着很大的挑战。因此，本文以腾讯公司的“英雄联盟”品牌作 为研究对象，就其品牌策略现状和问题展开分析，提出优化方案，以更多其他同类型 网络游戏的发展提供借鉴和帮助。 关键词：腾讯公司；网络游戏；英雄联盟；品牌策略 ABSTRACT With the rapid development of Internet technology, online games rely on a strong carrier to obtain continuing to flourish still vast potential for future development. Especially the new network environment, the emergence of new network technology and broadband technology, and further promote the development of the online gaming industry. As the largest integrated Internet service provider Tencent has always attached great importance in the field of online game development and investment, the use of independent research and development, agency cooperation and joint operations are three ways to create a number of successful domestic online game brands. Among them, League of Legends （LOL ） as the representative of a new generation of online games in recent years is in the country set off a wave of competitive games, traditional online games give a huge impact pressure, March 10, 2013 the global number of concurrent users exceeded 500 million, surpassing World of Warcraft has become the worlds first online game company Tencent become the next generation of value-added products, to give the public a wide range of brand awareness. However, with changes in the external environment