网络游戏品牌营销战略分析——以《魔兽世界》为例摘要近年来我国的网络游戏产业正在迅速的成长，市场的竞争也日益的白热化，有效的整合营销战略的规划，可以为网络游戏的产品开拓出一条迈向成功的道路基于成本效益前提下，面对多元化的营销手段，如何去选用有效的评估其效度，分析探讨和消费者决策的过程是否有着关联性，无论学界和业界对网络游戏的营销战略相关的研究非常的有限，本问选择以目前比较流行的游戏魔兽世界作研究针对魔兽世界的品牌营销战略进行分析关键字：市场竞争；营销战略；品牌；AbstractInrecentyears,China'sonlinegameindustryisrapidlygrowing,marketcompetitionisincreasinglyintense,effectiveintegratedmarketingstrategyplanning,youcancarveoutasuccessroadnetworkgameproducts,basedonthepremiseofcost-effective,surfaceawiderangeofmarketingtools,howtochooseeffectiveassessmentofitsvalidity,andanalysistoexploreandconsumerdecision-makingprocessisacorrelation,regardlessoftheacademiaandtheindustry'smarketingstrategyonlinegamesisverylimited,thisaskedtoselectmorepopulargameworldofWarcraft,worldofWarcraftbrandmarketingstrategyanalysisKeyWords：Marketcompetition;marketingstrategy;brand;目录引言................................................................4第一章品牌营销战略理论.............................................41.1什么是品牌..................................................41.2品牌营销战略理论依据........................................4第二章国内网络游戏市场现状.........................................52.1市场由几大游戏公司垄断.......................................52.2缺乏品牌意识.................................................52.3核心竞争力仍然不强...........................................62.4竞争无序.....................................................62.5营销服务水平.................................................6第三章魔兽世界背景现状.............................................63.1完整世界史诗背景.............................................73.2游戏类型自由选择.............................................73.3十二大种族个性鲜明...........................................73.4十大职业.....................................................73.5辅助系统.....................................................73.6唯美风格.....................................................83.7故事背景.....................................................8第四章魔兽世界营销环境分析（宏观，微观，行业）....................84.1宏观分析....................................................84.2微观分析....................................................94.3行业分析...................................................10第五章消费者行为分析.............................................11第六章魔兽世界SWOT矩阵分析......................................116.1优势........................................................116.2劣势........................................................116.3机会........................................................126.4威胁........................................................12第七章魔兽世界营销策略分析（STP）................................12第八章魔兽世界品牌策略...........................................12第九章魔兽世界价格策略...........................................13第十章魔兽世界促销策略...........................................14结论..............................................................16参考文献...........................................................17致谢.......................
