电子游戏产业网络营销策略研究

Research on Online Marketing Strategies in the Video Game Industry

摘要: 当前，我国电子游戏产业在国内市场中占据着极为重要的地位，展现出强大的竞争力和发展潜力，而网络营销是助力电子游戏产业高质量发展的重要途径。本研究首先基于我国电子游戏产业的发展现状，陈述其取得的成就。其次指出当前产业充分运用视听平台、游戏社区、跨界IP合作、举办电竞赛事进行网络营销，还提出错误的公众认知、缺失的规章制度和成本高昂的营销模式是阻碍当下产业发展的主要问题。最后，针对这些问题提出了相对应的措施建议，旨在为我国电子游戏产业的健康发展提供意见参考。

Abstract: Currently, China’s electronic game industry holds an extremely important position in the domestic market, demonstrating strong competitiveness and development potential. Online marketing is an important way to promote the high-quality development of the electronic game industry. This study first presents the achievements made based on the current development status of China’s video game industry. Then, this study points out that the current industry fully utilizes audio-visual platforms, game communities, cross-border IP collaborations, and hosting e-sports events for online marketing. This study also highlights that incorrect public perception, the absence of regulations and rules, and costly marketing models are the main problems hindering the current development of industries. Finally, this study puts forward corresponding measures and suggestions for these issues, aiming to provide reference opinions for the healthy development of China’s electronic game industry.