中国网络游戏企业营销策略优化研究

摘要：自 20 世纪 90 年代末，中国国产网络游戏出现以来，短短十多年间，中国网络游戏褪去“新兴产业”的标签，发展得愈加成熟，拥有一套完整的产业链，截至 2016 年中国网络游戏市场规模达到 1789 亿元。网络游戏已经成为同影视、音乐并驾齐驱的全球重要的娱乐产业之一。中国网络游戏产业已经从无人争抢的蓝海转变为如今硝烟暗涌的红海。本文首先对网络游戏的概念和分类进行了阐述，然后分析了中国网络游戏产业的发展历程以及目前网络游戏产业的发展特征；然后通过问卷调查和因子分析，发现了影响消费者感知的四个主要因子；其中，游戏产品品质与游戏价格策略是最具影响力的两个因子，其余两个因子是游戏环境与游戏宣传渠道。接着，本文利用这四个策略对《天涯明月刀 OL》进行了应用分析，最后提出了相应的对策建议。66301

毕业论文关键词：网络游戏；道具收费制；游戏环境；因子分析；天涯明月刀

Research on Marketing Strategy Optimization of Chinese Network Game Enterprises

Abstract: Since the end of 1990s, since Chinese domestic online games, online games in the past more than 10 years, Chinese fade "emerging industries" label, the development of more mature, has a complete industrial chain, as of 2016 China network game market reached 178 billion 900 million yuan. The network game has become the television, the entertainment industry is one of the important music racing together bridle to bridle China. Global network game industry has no competition from blue ocean into the Red Sea. Now the smoke filled the concept and classification of network game is discussed, and then analyzed the development process of Chinese network game industry and the development characteristics of the network game industry; and then through the questionnaire and factor analysis, found the four main factors influencing consumer perception; the game product quality and price strategy of the game is the most influential Two factors, and the other two factors are the game environment and the game propaganda channel. Then, this article uses these four strategies to analyze the application of<< Horizon Moon Knife OL>>, and finally puts forward the corresponding countermeasures and suggestions.

Keywords: network game; props charging system; game environment; factor analysis; horizon moon knife

一、绪论 1

（一）研究背景 1

（二）相关文献综述 1

二、中国网络游戏产业发展现状 4

（一）网络游戏产业发展历程 4

（二）网络游戏产业发展特征 5

三、基于消费者感知的营销策略实证分析 8

（一）问卷的设计 8

（二）样本的选择与回收 9

（三）信度验证和效度分析 12

（四）因子提取 10

（五）结论 12

四、案例应用：《天涯明月刀 OL》营销策略优化 14

（一）背景介绍 14

（二）游戏特色 14

（三）策略分析 15

五、研究结论与展望 18

（一）本文的主要研究结论 18 中国网络游戏企业营销策略优化研究:http://www.youerw.com/guanli/lunwen_74177.html