互联网经济背景下网易游戏营销策略分析

Analysis of Marketing Strategy of NetEase Game in the Background of Internet Economy

摘要: 中国游戏行业在过去几十年中发展迅速，目前拥有全球最大的市场份额，基于此，对于中国游戏行业的分析十分重要，尤其是关注一些大型公司的营销策略。本文将通过SWOT分析、宏观分析和改进措施分析研究中国最大的游戏公司之一网易的营销策略。基于对中国游戏行业的全面了解，本文突出了在互联网经济背景下网易公司游戏产业的优势和劣势并且发现了阻碍网易发展的三大营销问题。最后，针对这些问题，本文对网易公司的营销策略提出了几点建议，旨在帮助网易公司克服发展中的障碍，并为业内其他公司提供有用的参考。

Abstract: China’s gaming industry has grown rapidly over the past few decades. It now has the largest market share in the world. Therefore, it is important to analyse the Chinese game industry, especially focusing on the marketing strategies of some large companies. This paper will study the marketing strategy of NetEase, one of the largest game companies in China, through SWOT analysis, macro analysis and improvement measures. Based on a comprehensive understanding of China’s gaming industry, this paper highlights the strengths and weaknesses of NetEase’s gaming industry in the context of the Internet economy and identifies three major marketing problems that have hindered NetEase’s development. Finally, in response to these problems, this paper offers several suggestions for NetEase’s marketing strategy, aiming to help NetEase overcome the obstacles in its development and to provide a useful reference for other companies in the industry.