游戏产品的“破圈”逻辑：以“原神”为例的市场营销与品牌建构分析

The “Breakthrough” Logic of Game Products: An Analysis of Marketing and Brand Building with “Genshin Impact” as a Case Study

摘要: 《原神》作为米哈游旗下的游戏公测一周全球收入达6000万美元，免费的开放世界，探索玩法，元素战斗，《原神》以高品质的RPG创新玩法，吸引着全球玩家的目光。本篇论文将通过《原神》这款游戏的特色，技术，营销策略，营销成果，营销问题等各种方面分析《原神》这款游戏受大众欢迎与风靡全球的原因。并分析其作为一款游戏类的文化产品在市场上获得成功的原因。旨在探讨《原神》的市场营销策略与其作为一款受欢迎的游戏的独特之处，并分析在市场营销策略中的不足之处，并对其未来市场推广提出合理建议。首先，本文介绍了《原神》的游戏特点和核心玩法，解释了其在吸引玩家方面的优势。其次，对《原神》的市场营销活动进行了分析，包括线上广告、社交媒体推广、合作活动等方面的表现。最后，本文提出了一些建议，其中包括加强与粉丝互动、不断推出新内容以及提高游戏体验等方面的策略。通过对《原神》市场营销的分析，可以更好地理解其成功的原因，并为未来类似的文化与游戏产品的市场营销工作提供有益的参考。

Abstract: “Genshin Impact”, a game developed by miHoYo, generated $60 million in global revenue within one week of its official release. As a free-to-play open-world game featuring exploration-based gameplay and elemental combat, it has captivated a global audience with its high-quality RPG innovations. This paper analyzes the reasons behind the widespread popularity and global success of “Genshin Impact” by examining its unique characteristics, technological advancements, marketing strategies, promotional outcomes, and existing challenges in its marketing approach. Furthermore, it explores the factors contributing to its success as a cultural product in the gaming market. The study aims to investigate the marketing strategies employed by “Genshin Impact” and identify the distinctive elements that have made it a widely acclaimed game, while also examining the shortcomings in its marketing approach. Additionally, it proposes constructive recommendations for future promotional efforts. First, this paper introduces the game features and core mechanics of “Genshin Impact”, elucidating its strengths in attracting and retaining players. Next, it analyzes the game’s marketing initiatives, including online advertising, social media campaigns, and collaborative events. Finally, the study offers strategic suggestions, such as enhancing fan engagement, consistently introducing new content, and improving the overall gaming experience. Through a comprehensive analysis of marketing strategies of “Genshin Impact”, this research seeks to provide a deeper understanding of the factors driving its success and offer valuable insights for the marketing of similar cultural and gaming products in the future.