1角色扮演类网络游戏品牌策略研究—以《魔兽世界》游戏为例摘 要 随着我国经济的不断发展和人民生活水平的不断提高，人民的精神生活要求也有了提高，应运而生的网络游戏行业也借此机遇实现巨大发展，市场规模不断扩大。以魔兽世界为代表的角色扮演类网络游戏主导着我国网络游戏市场，其品牌策略对网络游戏产业的发展有着重大影响。魔兽世界运营的巨大成功为研究我国角色扮演类网络游戏品牌策略提供了实践支撑。因此本文以魔兽世界为例，对我国角色扮演类网络游戏进行品牌策略研究，最后，提出国产角色扮演类网络游戏营销策略建议，以期本文能为推动国产角色扮演类网络游戏健康持续发展提供现实指导。 关键词：网络游戏；角色扮演；品牌策略；魔兽世界2A bstract With the continuous development of our economy and the continuous improvement of people's living standard, people's spiritual life demands have been improved, arises at the historic moment of the network game industry also to take this opportunity to realize great development, expanding the size of the market. Represented by world of warcraft online role-playing games dominated China's online game market, its brand strategy has a significant influence on the development of network game industry. The enormous success of operations for the study of world of warcraft online role-playing game in China brand strategy provides practical support. So this article to world of warcraft as an example, the online role-playing game of China brand strategy research, finally, the domestic online role-playing game marketing strategy suggestion, hope this paper can promote the sustainable development of domestic online role-playing games provide realistic guidance.Keywords: online games,；role playing；the brand strategy；world of warcraft3 目 录摘 要..........................................................IABSTRACT.......................................................II绪 论...................................................
