1网络游戏的运营模式分析——以网易游戏为例【摘要】在国内互联网行业飞速发展的 21 世纪，网络游戏行业也同时迅速成长。从最初开始发展至今已经过了十余年，近年来网络游戏行业逐步进入平稳期。现阶段也发现了许多网络游戏在运营过程中存在的问题，包括运营模式的选择，运营推广的策略对社会产生的负面影响等。部分中小型游戏企业产品本身十分优秀，但因为运营失败而退出游戏行业。由此可见，运营模式与策略对于游戏公司，用户，甚至社会大众都有较高的影响力。本文主要针对网易游戏公司的运营模式进行分析探讨，结合文献方面的理论知识与网易游戏的具体实例研究网易旗下的游戏产品及相关内容。最后总结得出游戏公司较为成功的运营模式以及其运营现状，并针对网易游戏公司提出可行的发展性建议。【关键词】网络游戏；运营模式；互联网产业2Analysis Of The Operation Model Of Online Games——Taking NetEase as an example[Abstract]In the 21st century, the Internet industry has been in the rapid development, the online game industry has also grown rapidly. It has been more than ten years since the beginning of development. In the recent years, the online game industry has gradually entered a stable period. At this stage, many problems in the operation of online games have also been discovered, including the choice of operation mode, operation promotion strategies, and negative impacts on society. Some small and medium-sized game companies have excellent products, but they have withdrawn from the game industry due to the failed operations. This shows that the operating model and strategy have a great influence on game companies, users, and even the general public. This article mainly analyzes and discusses the operation mode of NetEase, and combines theoretical knowledge in the literature and specific examples of NetEase games to study NetEase’s products and related content.Finally, it concludes that the game company’s more successful operation model and it...
