网络游戏植入广告的广告经营策略研究

摘要

随着信息技术和网络产业的不断发展，网络游戏产业发展迅速，而传统商业广告效果的不断降低，网络游戏内置广告应运而生。以网络游戏为平台经营广告作为一种营销模式，这种植入式广告发展之初就受到了广告主、游戏厂商们的高度关注，被赋予了很高的期待。然而国内网络游戏植入广告这几年的发展却并不尽如人意，没有像人们想象的那样突飞猛进。本文通过搜集整理国内外的相关材料，进行深入的整理分析，在文中较为详细的分析介绍网络游戏植入广告的含义、特点，对比国外相对成熟的网络游戏植入广告产业，国内的网络游戏内置广告还处于发展的初级阶段，存在很多的缺陷和先天性不足。本文中研究了当前国内外网络游戏植入广告的几种主要形式，结合具体案例分析各种形式的优缺点，然后提出一些综合性的网络游戏植入广告经营模式。论文的最后部分总结出了当前国内网络游戏植入广告发展中的一些问题，分析出现这些问题的多方面原因，主要还是因为发展时间短，国内网络游戏开发技术还处于完善之中，国内专业做网络游戏植入广告的企业才刚刚起步，市场正处于日益成熟的状态，并依此现状提出做国内网络游戏植入广告行业的几个原则，从而利于整个行业的发展。

关键词：网络游戏目标受众内置广告广告策略

Title The Business Strategy of Advertising In Online Games

Abstract

With the continuous development of IT and network industry, the online gaming industry has developed rapidly, and continue to reduce the effect of traditional commercial advertising, network-game advertising came into being. Online games as a platform to engage in advertising as a marketing model, the early stage of development by the advertisers, game makers have a high degree of concern, given the high expectations. However, the development of the domestic online game product placement is not satisfactory, not as rapid as people think. Through the collection of related materials to organize at home and abroad, and analyzed in-depth, more detailed analysis in the text describes the meaning of online game product placement features, contrast abroad is relatively mature online game product placement industry, the domestic online games home advertising is still in the early stages of development, there are many defects and congenital. This article, several major forms of the current domestic and international network game product placement, combined with the analysis of specific cases the advantages and disadvantages of various forms of business model and then propose a comprehensive online game product placement. The last part of the paper summarized some of the problems in the development of the domestic online game product placement, analysis of these problems a number of reasons, mainly because of the short development time, the domestic online game development technologies in perfect professional online game embedded advertising business has just started, the market is in an increasingly mature state, and so the status quo of a few principles to do the domestic online game product placement industry, and thus conducive to the development of the industry as a whole.

Keywords: Online Games Target Tudience Product Placement Advertising Strategy

目次

1 引言 (1)

2 网络游戏植入广告的基本情况 (1)

2.1 植入式广告的定义 (1)

2.2 网络游戏植入式广告定义 (2)

2.3 网络游戏的分类 (2)

2.4 网络游戏植入广告的特点 (3)

2.5 网络游戏植入广告的发展及现状 (5)

3 网络游戏植入广告的具体经营策略 (6)

3.1 网络游戏植入广告的主要形式 (6)

3.2 网络游戏植入广告整合营销 (9)

4 网络游戏植入广告存在的问题 (10)

4.1 缺乏自主研发技术 (10)

4.2 缺乏成功的商业模式 (11)

4.3 缺乏专业的游戏内置广告公司 (11)

4.4 缺乏强有力的主导者 (12)

4.5 广告费用价格不统一 (12)

4.6 广告内容与网络游戏内容不匹配 (12)

5 网络游戏植入广告投放原则 (13)

5.1 相关性原则 (13)

5.2 吻合性原则 (13)

5.3 平衡性原则 (13)

5.4 合法性原则 (13)

结论 (15)

致谢 (16)

参考文献 (17)