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《網(wǎng)絡(luò)游戲品牌營(yíng)銷戰(zhàn)略分析——以《魔獸世界》為例.doc》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、網(wǎng)絡(luò)游戲品牌營(yíng)銷戰(zhàn)略分析__以《魔獸世界》為例摘要近年來(lái)我國(guó)的網(wǎng)絡(luò)游戲產(chǎn)業(yè)正在迅速的成長(zhǎng)，市場(chǎng)的競(jìng)爭(zhēng)也口益的閂熱化，有效的整合營(yíng)銷戰(zhàn)略的規(guī)劃，可以為網(wǎng)絡(luò)游戲的產(chǎn)品開拓出一條邁向成功的道路，基于成木效益前提下，面對(duì)多元化的營(yíng)銷手段，如何去選用有效的評(píng)估其效度，分析探討和消費(fèi)者決策的過(guò)程是否有著關(guān)聯(lián)性，無(wú)論學(xué)界和業(yè)界對(duì)網(wǎng)絡(luò)游戲的營(yíng)銷戰(zhàn)略相關(guān)的研宄非常的有限，本問(wèn)選擇以FI前比較流行的游戲魔獸世界作研宄，針對(duì)魔獸世界的品牌營(yíng)銷戰(zhàn)略進(jìn)行分析關(guān)鍵字：市場(chǎng)競(jìng)爭(zhēng)；營(yíng)銷戰(zhàn)略；晶牌；AbstractInrecentyears，China'sonlinegameindustryisrapid
2、lygrowing,marketcompetitionisincreasinglyintense,effectiveintegratedmarketingstrategyplanning，youcancarveoutasuccessroadnetworkgameproducts，basedonthepremiseofcost-effective,surfaceawiderangeofmarketingtools，howtochooseeffectiveassessmentofitsvalidity，andanalysistoexploreandconsumerdecisi
3、on-makingprocessisacorrelation,regardlessoftheacademiaandtheindustry’smarketingstrategyonlinegamesisverylimited，thisaskedtoselectmorepopulargameworldofWarcraft,worldofWarcraftbrandmarketingstrategyanalysisKeyWords：Marketcompetition;marketingstrategy;brand;目錄弓I胃............................
4、......................................................................................................5第一章品牌營(yíng)銷戰(zhàn)略理論.................................................................................................51.1什么是品牌.....................................................................
5、.......................................51.2品牌營(yíng)銷戰(zhàn)略理論依據(jù)........................................................................................5第二章國(guó)內(nèi)網(wǎng)絡(luò)游戲市場(chǎng)現(xiàn)狀.........................................................................................62.1市場(chǎng)由幾大游戲公司壟斷..............................
6、......................................................62.2缺乏品牌意識(shí).......................................................................................................62.3核心競(jìng)爭(zhēng)力仍然不強(qiáng)............................................................................................72.4競(jìng)爭(zhēng)無(wú)序.........
7、.......................................................................................................72.5營(yíng)銷服務(wù)水平........................................................................................................7第三章魔獸世界背景現(xiàn)狀.....................................
