游戲植入式廣告的市場前景

文化產業管理論文編號:WHCY044 論文字數:11326,頁數:16 附任務書,開題報告,外文翻譯,文獻綜述

目  錄
第一章   引 言 1
研究背景與現狀 1
第二章 游戲植入式廣告的發展 1
第三章 游戲植入式廣告特性分析 3
第一節 游戲植入式廣告比傳統媒介廣告效果真實自然 3
第二節 游戲植入式廣告的作用周期比較長 3
第三節 游戲植入式廣告的受眾具有三高特性 3
第四節 游戲植入式廣告信息傳遞模式生動自然 3
第四章 影響網絡游戲植入式廣告效果的因素 4
第一節 玩家游戲行為差異與廣告效果的相關分析 4
第二節 品牌特征與廣告效果的相關分析 5
第三節 植入方式與廣告效果的相關分析 7
第五章 網絡游戲植入廣告經營策略 8
第一節 廣告標識以背景效果植入 8
第二節 廣告產品以游戲道具植入 8
第三節 游戲運營商與廣告主定制合作 8
第六章 網絡游戲植入式廣告發展存在的問題 9
第一節 游戲運營商深度開發 9
第二節 專業的游戲植入式廣告公司的崛起 10
第三節 得人心者得天下，“人海戰術” 10
第四節 探索深度植入 10
致謝 12
參考文獻 13

 摘要：在國內外植入式廣告發展的如火如荼之際，廣大研究人士紛紛表示出對植入式廣告的極大熱情。但是，對于植入式廣告的研究以影視劇中的植入廣告居多，對于游戲植入式廣告關注的學者并不多見。學術界對于游戲植入式廣告的討論倒是熱鬧非凡，對于游戲植入式廣告的前景也一直看好，但是，真正深入進去，對游戲植入式廣告進行全面客觀的思考的卻屈指可數，使得廣大游戲運營商，開發商雖然對游戲植入式廣告很感興趣，但是卻不知從何著手。只能跟廣告投放伙伴摸索著前進。學術界如此，游戲界對于植入式廣告也是抱著試試看的態度，等著大樹好乘涼。就在這樣的情況下，及時的對游戲植入式廣告進行全面客觀的研究是必要的，一來可以是廣大學者對游戲植入式廣告全面的了解，不再局限于一點一面的盲目討論，大家可以從全局出發，整體的客觀的研究游戲植入式廣告；二來可以幫助游戲廠商對游戲植入式廣告有個全面正確的認識，積極勇敢的嘗試游戲植入式廣告，放心大膽的改革游戲盈利模式，占領先機，奪取網游市場。
 關鍵詞：網絡游戲；植入廣告；全面解析 

Market Prospects Of IGA(In-Game Advertising)
 Abstract:In domestic and foreign implants the type advertisement development like a raging fire time, studies the public figure to express in abundance generally to implants the type advertisement the enormous enthusiasm. But, regarding implants the type advertisement the research to implant the advertisement majority by the film and television play in, implants the type advertisement attention regarding the game the scholar not to see. The academic circles implants the type advertisement regarding the game the discussion to be but actually lively extraordinarily, implants the type advertisement regarding the game the prospect also always to favor, but, true goes in thoroughly, implants the type advertisement to the game to carry on the comprehensive objective ponder actually very few, causes the general game operation business, the developer although implants the type advertisement to the game to be interested very much, but did not know actually from where begins. Only can try to find out the advance with the advertisement delivery partner. The academic circles so, swims the theatrical circles regarding to implant the type advertisement also to hold the manner which tries to look, waits for the big tree to enjoy the cool air well. On in such situation, prompt implants the type advertisement to the game to conduct the comprehensive objective research is necessary, first may be the general scholars implants the type advertisement comprehensive understanding to the game, no longer limits to an at the same time blind discussion, everybody may embark from the overall situation, the overall objective research game implants the type advertisement; Two comes to be possible to help the game manufacturer to implant the type advertisement to the game to have a comprehensive correct understanding, the positive brave attempt game implants the type advertisement, felt relieved the bold reform game profit pattern, the occupation takes the initiative, captures the net to swim the market.
 Key word: Network game; Implants the advertisement; Comprehensive analysis