经典网络游戏的营销问题及对策分析
摘 要
自上个世纪末以来，中国经典网络游戏从无到有迅速发展，经典网络游戏质量由起初的低劣到现在的精美，游戏数量也由当时的寥寥无几发展到现在数百个经典网络游戏同时竞争的场面。中国经典网络游戏的市场将在接下来的几年内进入白热化竞争阶段，众多代理商如何瓜分经典网络游戏这块巨大的蛋糕、如何分得更大块的蛋糕使得经典网络游戏营销策略发生了很大的改变。在目前中国经典网络游戏的营销技巧和网络建设都处于一种相对幼稚的状态下，如何发展好经典网络游戏产业、如何走出具有中国特色的经典网络游戏之路是很值得探讨的。伴随着网络经济的快速发展，经典网络游戏产业经历短短几年的以惊人的速度发展，已发展成为一个新兴的朝阳产业。然而，经典网络游戏产业作为一个新兴的行业，如何在市场规模快速增长的同时抢占先机，做好经典网络游戏的市场营销，是摆在广大经典网络游戏开发和运营商面前的一道难题。经典网络游戏和市场上的其他产品一样，如想获得成功，一套完整周全的运营销售方案是必不可少的。如同其他产品一样，公司对游戏的宣传推广只是营销的外显部分，而其内核则是为顾客提供满意的、比竞争对手更好的解决方案。
本文基于4P理论的角度，对经典网络游戏的营销问题进行了分析和研究，从4P理论的产品、组合、销售、促销等四个方面，对我国经典网络游戏的营销问题进行了解析，并结合上述问题提出了完善我国经典网络游戏经典网络游戏公司发展的对策。
关键词：经典网络游戏 营销问题 对策分析
Marketing Problems and Countermeasures of Classic Online Game
ABSTRACT
Since the end of the last century, China’s online games from the rapid development of online games from the beginning of the poor quality of the current to the present, the number of games from the few developed to now hundreds of online games at the same time competing scenes. China’s online game market will be in the next few years into the white-hot competition stage, many agents how to divide the online game this huge cake, how to share a larger cake makes the online game marketing strategy has undergone great changes. At present, China’s online game marketing skills and network construction are in a relatively naive state, how to develop a good online game industry, how to get out of the network with Chinese characteristics of the road is very worth exploring. With the rapid development of the network economy, the online game industry experienced just a few years at an alarming rate of development, has developed into a new sunrise industry. However, the online game industry as a new industry, how fast growth in the market at the same time to seize the initiative, do online marketing marketing, is placed in the majority of online game development and operators in front of a problem. Online games and other products on the market, such as want to be successful, a complete and comprehensive operation of the sales program is essential. Like other products, the company’s promotion of the game is only an explicit part of marketing, and its core is to provide customers with better, better than the competitors of the solution.
Based on the theory of 4P, this paper analyzes and studies the marketing problems of classical online games, analyzes the marketing problems of classic online games from the four aspects of product, combination, sales and promotion of 4P theory, The above issues put forward the improvement of China’s online game network game company development countermeasures.
Key Wods: Analysis on the Countermeasure Classic Online Game Marketing
经典网络游戏的营销问题及对策分析
目 录
1 经典网络游戏的概述……………………………………………………………………………………….. 5
1.1 经典网络游戏的历史发展………………………………………………………………………. 5
1.2 经典网络游戏玩家消费心理分析……………………………………………………………… 5
2 经典网络游戏公司营销推广存在的问题分析………………………………………………………. 6
2.1 经典网络游戏定位偏离老玩家的需求……………………………………………………….. 6
2.2 公司产品设计未结合经典网络游戏玩家特点……………………………………………….. 7
2.3 第三方分销渠道过窄，导致信息传播问题…………………………………………………… 7
3 完善经典网络游戏公司玩家市场营销的建议………………………………………………………. 8
3.1 充分进行市场调查，对产品重新定位……………………………………………………….. 8
3.2 契合经典网络游戏玩家娱乐的需求………………………………………………………….. 8
3.3 结合老玩家的特点进行产品组合的设计……………………………………………………. 9
3.4 扩宽自身的分销渠道，加大互联网的推广力度…………………………………………… 9
结论………………………………………………………………………………………………………………. 10
参考文献………………………………………………………………………………………………………… 11
