| 网络游戏的营销传播手段 |
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| 引用本文： | 林升梁,王进森.网络游戏的营销传播手段[J].徐州工程学院学报（社会科学版）,2011,26(2):63-67. |
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| 作者姓名： | 林升梁 王进森 |
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| 作者单位： | 1. 福建师范大学传播学院,福建福州,350108
2. 莆田学院中文系,福建莆田,351100 |
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| 摘 要： | 网络游戏产业在我国处于快速发展的阶段,要在激烈的市场竞争中立足,需要综合运用多种营销手段进行整合营销传播。目前我国网络游戏主要有计时收费、道具收费、植入式广告收费三种经营模式,同时线上和线下的营销手段也日趋丰富。运用灵活的营销手段,营造公平均衡的游戏环境,把握主流趋势,是抢占先机和稳定发展的根本。
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| 关 键 词： | 网络游戏 营销传播 运营模式 |
Analysis on the Means of Marketing Communication of Network Games |
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| LIN Sheng-liang,WANG Jin-sen.Analysis on the Means of Marketing Communication of Network Games[J].Journal of xuzhou Institute of Technology(Social Sciences Edition),2011,26(2):63-67. |
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| Authors: | LIN Sheng-liang WANG Jin-sen |
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| Institution: | LIN Sheng-liang;WANG Jin-sen(1.School of Communications,Fujian Normal University,Fuzhou 350108,Fujian,China;2.School of Chinese Language and Literature,Putian University,Putian 351100,Fujian,China) |
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| Abstract: | As the industry of network games is developing rapidly in China,businesses in this industry have to make use of comprehensive marketing methods to integrate marketing communication in order to survive the fierce competition.The present situation,developmental trend and operation mode of China’s network game industry are analyzed.Case studies are used here to analyze the marketing skills comprehensively.Some suggestions also are given for future development of the industry in China. |
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| Keywords: | network games marketing communication operational mode |
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