中国网络游戏内置广告市场现状及对策摘要：网络游戏作为作为一种休闲娱乐活动被越来越多的人所喜爱，网络游戏内置广告（IGA，In-Game Advertising）就在网络游戏高速发展的情况下孕育出的全新的媒体化方向，使网络游戏作为一种新的广告载体也被逐渐认识和接受，网络游戏内置广告已成为国际化发展趋势。但是在国内仍有一些因素制约着IGA的发展。本文将通过案例分析，对网络游戏内置广告的形式、价值及其优劣势的进行分析，并针对国内IGA市场所存在的一些问题提出相应的对策。关键词（本论文范文的主要论点）：网络游戏内置广告行业标准原则Network in-game advertising market in China and CountermeasuresAbstract: Online games as a leisure and recreational activities as more and more people are loved by, network in-game advertising (IGA, In-Game Advertising) in the rapid development of online games bred under the direction of new media, the network game advertising as a new vector is also a growing recognition and acceptance, Network in-game advertising has become an international trend. But there are still some factors constraining domestic IGA development. This article, through case analysis, the form of in-game advertising network, value and analyze the advantages and disadvantages, and the IGA for the domestic market some of the problems existing in the corresponding countermeasures.Keywords: Online gamesBuilt-in adIndustry standardsPrinciple正文目录一、游戏内置广告的内涵及分类…………………………………………Ⅰ-5二、游戏内置广告的独特优势及劣势……………………………………Ⅰ-8三、中国网络游戏用户属性分析…………………………………………Ⅰ-10四、海外游戏广告发展概况………………………………………………Ⅰ-14五、中国网络游戏内置广告市场发展概况………………………………Ⅰ-16六、中国网络游戏内置广告产业瓶颈分析………………………………Ⅰ-18七、网络游戏内置广告的原则……………………………………………Ⅰ-19八、构建中国网络游戏内置广告市场行业标准…………………………Ⅰ-21九、结论……………………………………………………………………Ⅰ-22
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