【摘要】： 在1998年至2008年的10年間,網(wǎng)絡(luò)游戲在我國(guó)發(fā)展飛速,2007年中國(guó)網(wǎng)絡(luò)游戲市場(chǎng)規(guī)模為128億元,同比增長(zhǎng)66.7%,預(yù)計(jì)在未來(lái)的4-5年間,網(wǎng)絡(luò)游戲還將繼續(xù)保持20%以上的增幅,在2011年整個(gè)市場(chǎng)規(guī)模將達(dá)到401億元,成為一個(gè)令人矚目的新興行業(yè)。 本人多年前偶然接觸了網(wǎng)絡(luò)游戲之后,就被這個(gè)充滿活力的行業(yè)深深吸引,在近三年中更是投身其中,在累積了一些網(wǎng)絡(luò)游戲運(yùn)營(yíng)的實(shí)習(xí)、兼職經(jīng)驗(yàn)后,結(jié)合所學(xué)專業(yè),筆者發(fā)現(xiàn)中國(guó)網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的運(yùn)營(yíng)手段已形成一套比較成熟的體系,有些運(yùn)營(yíng)商運(yùn)營(yíng)成果顯著,但是運(yùn)營(yíng)商普遍對(duì)品牌重視不夠,沒(méi)有意識(shí)到品牌競(jìng)爭(zhēng)力可能為企業(yè)帶來(lái)的巨大效益,對(duì)品牌的培育明顯不足。筆者認(rèn)為打造網(wǎng)絡(luò)游戲運(yùn)營(yíng)商品牌,塑造運(yùn)營(yíng)商的品牌競(jìng)爭(zhēng)力,是這個(gè)行業(yè)能夠長(zhǎng)期健康發(fā)展的保證。 本文通過(guò)對(duì)品牌競(jìng)爭(zhēng)力相關(guān)理論的研究和網(wǎng)絡(luò)游戲行業(yè)的分析,探索影響網(wǎng)絡(luò)游戲運(yùn)營(yíng)商品牌競(jìng)爭(zhēng)力形成與提高的因素,通過(guò)成功案例分析,提出相關(guān)對(duì)策,促進(jìn)網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的品牌建設(shè),使文章更具現(xiàn)實(shí)意義。 第一章緒論,介紹本文撰寫(xiě)的背景、研究?jī)?nèi)容、意義等。 第二章相關(guān)理論與文獻(xiàn)綜述,分析本文所涉及到的各個(gè)概念、理論和國(guó)內(nèi)外關(guān)于品牌和品牌競(jìng)爭(zhēng)力研究。 第三章中國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)及運(yùn)營(yíng)商的發(fā)展?fàn)顩r和環(huán)境分析,主要對(duì)網(wǎng)絡(luò)游戲產(chǎn)業(yè)的相關(guān)理論、在國(guó)內(nèi)外的發(fā)展情況、目前我國(guó)國(guó)內(nèi)網(wǎng)絡(luò)游戲產(chǎn)業(yè)及運(yùn)營(yíng)商的基本狀況作了分析。 第四章影響網(wǎng)絡(luò)游戲運(yùn)營(yíng)商品牌競(jìng)爭(zhēng)力的因素,根據(jù)我國(guó)國(guó)內(nèi)主要運(yùn)營(yíng)商的競(jìng)爭(zhēng)力的調(diào)查分析,歸納出影響網(wǎng)絡(luò)游戲運(yùn)營(yíng)商品牌競(jìng)爭(zhēng)力的因素。 第五章采用“深圳騰訊計(jì)算機(jī)科技有限公司”作為案例,對(duì)塑造強(qiáng)勢(shì)品牌競(jìng)爭(zhēng)力進(jìn)行了描述性分析。 第六章提高網(wǎng)絡(luò)游戲運(yùn)營(yíng)商品牌競(jìng)爭(zhēng)力的對(duì)策,分析目前國(guó)內(nèi)運(yùn)營(yíng)商品牌發(fā)展中存在的問(wèn)題,并根據(jù)影響網(wǎng)絡(luò)游戲品牌競(jìng)爭(zhēng)力的因素提出提高品牌競(jìng)爭(zhēng)力的對(duì)策。 本文采用了文獻(xiàn)分析法和案例分析法,網(wǎng)絡(luò)游戲在中國(guó)還是比較新的行業(yè),缺少研究,這給本文的研究造成很大困難,而由于實(shí)際經(jīng)驗(yàn)和數(shù)據(jù)的有限性,本文也可能不夠客觀,但對(duì)于國(guó)內(nèi)網(wǎng)絡(luò)游戲運(yùn)營(yíng)商的品牌競(jìng)爭(zhēng)力的塑造與提高仍然具有一定的現(xiàn)實(shí)參考價(jià)值。
[Abstract]:In the 10 years from 1998 to 2008, online games developed rapidly in our country. In 2007, the scale of the online game market in China was 12.8 billion yuan, an increase of 66.7 percent over the same period last year. It is expected that in the next 4-5 years, online games will continue to increase by more than 20 percent. In 2011, the entire market size will reach 40.1 billion yuan, becoming a remarkable emerging industry. After years of accidental contact with online games, I was deeply attracted by this dynamic industry. In the last three years, I have even devoted myself to it. I have accumulated some internships and part-time experience in the operation of online games, and have combined my studies with my major. The author found that the operation means of Chinese online game operators have formed a more mature system, some operators have achieved remarkable results, but the operators generally pay less attention to the brand. Do not realize that brand competitiveness may bring great benefits to enterprises, the cultivation of brands is obviously inadequate. The author thinks that building the brand of online game operator and shaping the brand competitiveness of the operator is the guarantee of the long term healthy development of the industry. Based on the research of brand competitiveness theory and the analysis of online game industry, this paper explores the factors that affect the formation and improvement of brand competitiveness of online game operators, and puts forward the relevant countermeasures through the successful case analysis. Promote the brand construction of network game operator, make the article more realistic significance. The first chapter introduces the background, research content and significance of this paper. In the second chapter, the related theories and literatures are reviewed, and the concepts, theories and domestic and foreign researches on brand and brand competitiveness are analyzed. The third chapter analyzes the development and environment of China's online game industry and operators, mainly analyzes the related theories of online game industry, the development situation at home and abroad, and the basic situation of China's domestic online game industry and operators at present. The fourth chapter is about the factors that influence the brand competitiveness of online game operators. According to the investigation and analysis of the competitiveness of the main operators in China, the factors that affect the brand competitiveness of online game operators are summarized. The fifth chapter uses Shenzhen Tencent computer Technology Co., Ltd as a case to analyze the competitive power of strong brand. The sixth chapter analyzes the countermeasures of improving the brand competitiveness of online game operators, analyzes the problems existing in the brand development of domestic operators, and puts forward countermeasures to improve the brand competitiveness according to the factors affecting the brand competitiveness of online games. This article adopts the literature analysis method and the case analysis method, the network game is still relatively new profession in China, lacks the research, this causes the very big difficulty to this article research, but because of the actual experience and the data limitation, this article may not be objective. However, it still has some practical reference value for the brand competitiveness of domestic online game operators.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F49

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 桂春雷;中國(guó)網(wǎng)絡(luò)游戲產(chǎn)業(yè)商業(yè)模式研究[D];河北科技大學(xué);2010年

2 張燕妮;客戶端游戲品牌塑造策略研究[D];華南理工大學(xué);2013年

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本文編號(hào)：2172631