网络游戏公司营销策略分析

——以腾讯公司为例

摘 要

随着经济的发展，中国网络游戏市场已进入成熟期，竞争趋向激烈，再用色情、暴力等营销方式和抄袭、复制等手段已很难再获得大的市场份额和营业收入。腾讯公司作为网络游戏公司中的佼佼者，其营销策略具有一定的代表性和时代性。本文以理论研究为基础，通过文献资料、定性分析、观察法等方法从多个角度对腾讯公司游戏产业的营销环境、目标市场、盈利模式、产业链结构、营销策略进行分析。通过探讨其营销策略的可取之处与不足之处，期望能够在新的市场环境下帮助游戏公司提高工作者提高对网络游戏营销策略的认知，有助于网络游戏市场的发展和完善。

关键词 网络游戏；网游市场；营销策略；腾讯

Analysis on marketing strategy of network game company

-----Take the Tencent Company as an example

ABSTRACT

With the development of economy and technology, the Internet game market in China has entered a mature period, and the competition tends to be fierce. It is difficult to obtain large market share and business income by means of copying and copying. As a leader in online game companies, Tencentrsquo;s marketing strategy has certain representativeness and epochal nature. On the basis of theoretical research, this paper analyzes the marketing environment, target market, profit model, industrial chain structure and marketing strategy of the Tencent game industry through literature, qualitative analysis and observation method. By discussing the advantages and disadvantages of its marketing strategy, it is expected that in the new market environment, it will help the game company improve workers#39; awareness of network game marketing strategy and help the development and improvement of the online game market.