网络游戏产品的市场营销

西安建筑科技大学MBA学位论文网络游戏产品的市场营销专业：工商管理硕士生：宋亚谱指导教师：唐晓灵副教授摘要游戏是人类发展过程中的必然产物，它集合了休闲和相互间的沟通，以和平的方式建立相互之间的信任和联系，为将来的合作分工打下基础。1999年末，随着计算机网络技术的发展，网络游戏真正成熟起来，以直观的战斗效果和复杂的情节开始吸引青少年。2010年，中国国内网络游戏市场容量达到327.4亿，成为电脑销售，宽带消费，网吧群体的重要推进力量。随着网络游戏的发展，网络游戏的市场营销也越来越复杂，从原有的单一途径到多途径多深度的市场推广。但是，即使昀新的网络营销方案，也频繁出现臆测市场，从而导致营销效果不理想的状态。本文结合新的市场营销理论体系，从客户细分开始，结合我国的实际情况，逐步对市场营销的各个步骤进行了分析。首先对网络游戏的客户群体，文化类别等进行细分和归类。根据归类后的结果选择目标客户群，研究企业能够取得战略优势的产品组合，结合当前的媒体现状，昀终选择推荐网络游戏的沟通模式以及可以借鉴的促销策略。本文根据网络游戏实际的市场情况而引导出营销体系，从系统上的操作逐步说明解决上述营销问题。并且提出了三个市场营销的理念：需求营销，逆向营销和递进营销。昀后，对网络游戏的社会营销模式提出三点建议。关键词：市场营销；网络游戏；市场细分；产品组合西安建筑科技大学MBA学位论文MarketingofONLINEGAMEObjectMajor:BusinessAdministrationName:SongYapuInstructor:TangXiaoling，ProfessorAbstractThegameistheinevitableoutcomeoftheprocessofhumandevelopment,itbringstogetherleisureandmutualcommunicationbetweentheestablishmentofmutualtrustandpeacefulmanner,andlaythefoundationforfuturecooperationdivisionoflabor.Inlate1999,withthedevelopmentofcomputernetworktechnology,theonlinegamesreallymature,intuitivecombateffectsandcomplexityoftheplotbegantoattractyoungpeople.In2010,China'sdomesticonlinegamemarketcapacityreached32.74billion,computersalesandbroadbandconsumption,thedrivingforceofthecafesgroups.Withthedevelopmentofonlinegames,itsmarketingisalsoincreasinglycomplex,fromtheoriginalsinglepathtothedepthofthemulti-channelmarketing.However,eventhelatestonlinemarketingprograms,arealsofrequentspeculationmarket,leadingtotheunsatisfactorystateofmarketingeffectiveness.Inthispaper,anewsystemofmarketingtheory,customersegmentation,combinedwithChina'sactualsituation,andgraduallythevariousstepsofthemarketinganalysis.First,thecustomerbaseofonlinegames,andculturalcategoriessubdividedandclassified.AftertheresultsofProductportfoliocategorize,selectthetargetcustomerbase,theresearchenterprisetoachievestrategicadvantage,combinedwiththecurrentmediasituation,andultimatelyselectthecommunicationoftherecommendationfortheonlinegamemodeandcanlearnfromthepromotionstrategy.Basedonactualmarketconditionsoftheonlinegameandguidethemarketingsystem,step-by-stepinstructionsfromtheoperatingsystemtoaddressthesemarketingproblems.Andthreemarketingconcept,thedemandformarketing,reversemarketingandprogressivemarketingisgiven.Finally,weprovidethreesuggesttothesocialmarketingofonlinegames.Keywords:Marketing；OnlineGames；productionGroup；Marketingsubdivision西安建筑科技大学MBA学位论文I目录1绪论..............................................................................................................................11.1选题背景和意义.................................................................................................11.1.1游戏的意义............................................................................................11.1.2网络游戏的经济意义..............................................................................41.1.3网络游戏的产业链..................................................................................71.1.4网络游戏的盈利模式..............................................................................81.2国内外研究的现状...........................................................................................101.2.1国外研究现状.........................................................................................101.2.2国内研究现状.........................................................................................112市场营销理论综述....................................................................................................132.1市场营销的概念...............................................................................................132.2市场营销的构成...............................................................................................132.2.1产品部分.................................................................................................132.2.2客户的需求.............................................................................................142.2.3市场环境.................................................................................................142.2.4交换行为.................................................................................................162.2.5CRM客户体系........................................................................................162.3现代市场营销流程简述...................................................................................163网络游戏产品营销现状分析....................................................................................213.1网络游戏的产品发展和营销差异................................................................213.2网络游戏市场营销中存在的问题................................................................294.网络游戏产品整体市场营销过程分析.....................................................................334.1网络游戏的市场细分.......................................................................................334.2网络游戏市场的产品和业务组合................................................................374.2.1新产品获得途径.....................................................................................384.2.2自主创新产品.........................................................................................384.3网络游戏的市场定价............