网络游戏植入广告的广告经营策略研究.doc

I 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 II Title The B usiness S trategy of Advertising InO nline G ames Abstract With the continuous development of IT work industry, the online gaming industry has developed rapidly, and continue to reduce the effect of mercial advertising, network-game advertising came into being. Online games as a platform to engage in advertising asa 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 isnot satisfactory, not as rapid as people think. Through the collection of related materials anize 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 work game product placement, combined with the analysis of specific cases the advantages and disadvantages of various forms of business model and then propose prehensive 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 onli