中国网络游戏内置广告的相关发展问题探讨
【摘要】：网络游戏由于不受时空的限制，兼具灵活性和娱乐性，被越来越多的人所喜爱，同时作为一种广告载体也被逐渐认识和接受。植入式广告与网络游戏的结合催生了网络游戏内置广告（In-game advertising，简称IGA）的产生，IGA代表网络游戏作为广告载体的一个重要发展方向。本文主要研究PC类网络游戏中内置广告的界定并根据消费者卷入度对现有的网络游戏内置广告进行分类与总结各类特点，以了解中国网络游戏内置广告的概况；并通过对网络游戏内置广告定义、特性、发展阶段、与网络广告的比较、优势与不足等方面进行了归纳与总结，最后探讨了中国网络游戏内置广告的发展前景与对策思考，提出了建设性的见解。
【关键词】：网络游戏；网络游戏内置广告；网络游戏IGA
Chinese Online-game Development Problems Associated with the Advertising
【Abstract】Online game is a new industry developing with the internet.It has been loved by a great number of internet users because of its being unconstrained in time and place, and of its flexibility and entertainment. Online game as an advertising carrier, also get a growing recognition and acceptance. Implantable advertising combines with online game as in-game advertising (In-game advertising, called IGA), IGA on behalf of online games as an advertising vehicle is an important direction of development. This thesis studies PC online games defined in the built-in ads and in accordance with the existing degree of consumer involvement in-game advertising network to classify and summarize all kinds of features to make clear the profile in-game advertising in China; And defined by the in-game advertising, features, stage of development with other media forms of comparative, the advantages, disadvantages and other aspects of induction and conclusion, finally discusses the development of in-game advertising and countermeasures and bring forward constructive views.
【Keywords】Online game, In-game advertising, Online game IGA
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