国产武侠游戏营销策略分析——以《剑网三》为例
为了顺应全球网络化的趋势，网络武侠游戏面临着一个非常严肃的问题，那就是手机武侠游戏、单机武侠游戏以及国外游戏的侵入。本篇论文第一部分引言对研究背景，研究意义、研究方法进行阐述，解释了武侠游戏的概念；第二部分剖析武侠游戏的宏观环境以及发展现状，运用了PEST模型和五力模型，分析了武侠游戏受到国家政策的影响，其所面临的端游环境衰退以及手机游戏异军突起，金庸热的文化冲击三个方面，再对武侠游戏行业中的几个竞争者进行了全面的分析，最后分析了网络游戏的三个产业链，得出了网络游戏运营商为核心的结论；第三部分运用文献分析法和市场调研法，进一步分析了武侠游戏现有的营销模式，比较分析国内外网络游戏的营销策略，分析《剑网三》玩家的消费习惯，研究出了适合武侠游戏发展的一套营销体系，对当前武侠游戏提高策略提出了建议。最后进一步总结所得到的信息，得出了想要脱颖而出不仅需要游戏本身制作的精良，还需要游戏厂商学会运营，同时游戏本身的营销策略也要周全的结论。
关键词：武侠游戏；营销策略；《剑网三》；消费习惯
Analysis on Marketing Strategy of Sword Net III
Absrtact: In order to adapt to the trend of global networking, online swordsman games are facing a very serious problem, that is, mobile swordsman games, stand-alone swordsman games and the invasion of foreign games. The first part of this paper introduces the research background, research significance and research methods, and explains the concept of swordsman game. The second part analyses the macro-environment and development status of swordsman game, and uses PEST model and five-force model to analyze the impact of national policy on swordsman game, the decline of end-to-end travel environment and the emergence of mobile game, Jin Yong. Three aspects of the hot cultural impact, and then a comprehensive analysis of several competitors in the martial arts game industry, and finally analysis of the three industrial chains of online games, the network game operators as the core conclusion; The third part uses literature analysis and Market Research methods, further analysis of the existing marketing model of martial arts games, comparative analysis of domestic and foreign online games. Marketing strategy, analysis of the "Sword Net III" players'consumption habits, research a set of marketing system suitable for the development of swordsman games, the current swordsman games to improve the strategy put forward. Finally, the information obtained is further summarized. It is concluded that to stand out, not only the game itself needs to be well-made, but also the game manufacturer needs to learn how to operate. At the same time, the marketing strategy of the game itself needs to be comprehensive.
Key words: Swordsman game; Marketing strategy; Sword Net III;Consumption habit
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