文档介绍：中国网络游戏厂商营销策略研究III中国网络游戏厂商营销策略研究IV中国网络游戏厂商营销策略研究摘要网络游戏产业随着行业自身的成熟,从业人员的努力,已进入新的发展阶段,行业形态和各方博弈形态都有了重大的转变。中国网络游戏市场已进入成熟期,竞争趋向激烈,再用色情、暴力等营销方式和抄袭、复制等手段已很难再获得大的市场份额和营业收入。且由于网络游戏产业本身的特性,发展迅速,可能数月前的数据和结论可能就不再适用。因此本文尝试在国内网络游戏营销环境与现状分析基础上,提出网络游戏厂商可采取的营销策略。网络游戏产业价值链主要成员为网络游戏开发商、网络游戏运营商、网络游戏运营支持商、网络游戏渠道商与玩家。网络游戏产业由三元结构——二元结构——一元结构转变的大趋势。有实力的厂商向上下游拓展,应对竞争。此时的网络游戏产业营销环境机会与危机并存,相互影响。机会表现为:利用收购与兼并进行洗牌;平台用户群的高占比与高转化率;网游业巨大的市场潜力将赢得政府的扶持;网络游戏基础建设方面的提高。其风险表现为:竞争趋向激烈,再造超级大作成功概率低;***、***及盗号现象;因为低俗和暴力因素引起的社会问题;同质化严重,模仿和浮夸现象突出;用户兴趣发生变化。因此,本文基于以上分析,提出了网络游戏厂商营销策略:利用并延长生命周期与差异化的产品策略;定价策略的调整与盈利模式的创新;整合各种营销传播手段与营销流程;提高网络游戏的社会形象,大力开发教育软件市场;加强市场营销和海外市场拓展等。关键词:网络游戏;营销策略;生命周期中国网络游戏厂商营销策略研究VAnalysis of China Online Game Vendors'Marketing StrategyAbstractOnline Game has so far entered a new phase of development with the industry maturity and its personnel’s efforts, and there has been great transformation in industry configuration petition. The former marketing methods presented in pornographic or violent mode or by means of copying similar creativities are no longer fit for the mature online game market in the more and more petition to gain larger market share and business e. And due to the characteristics of network game industry itself and its rapid growth, data and conclusions that produced only a few months ago may be no more adaptable. As a result, this thesis attempts from the perspective of value chain to have an analysis of the marketing strategies used by online game vendorsvia trends reflected ponents of value chains. Value ponents of online game industry includes game developer, game operator, operation support, channel and game player. Online game industry is undertaking the transformation throughout ternary structure -dual structure –and unitary structure. Value chain turns platter and thus substantial vendors will develop business both upstream and downstream in order