文化消费视角下游戏产品定价与营销策略研究

Research on Game Product Pricing and Marketing Strategy from the Perspective of Cultural Consumption

摘要: 随着游戏行业文化消费的兴起，游戏产品的文化附加值日益成为玩家消费意愿和厂商盈利的重要因素。本文以文化消费为研究视角，聚焦游戏产品的商品定价与营销策略及其影响下的消费者反馈与态度进行调查研究，旨在揭示玩家文化消费心理对厂商定价和文化营销策略的影响机制，并为虚拟商品定价和游戏市场营销提供可供参考的数据结果与对应策略建议。研究发现，玩家的文化价值感知有利于提升其消费意愿与动机；但这种感知存在边际效应递减的规律，且受到地域文化差异的影响。基于上述发现，本文针对游戏行业产品定价与营销策略提出以下建议：采取数据驱动的动态定价策略，坚持内容化营销抵御边际递减，善用社群驱动的用户运营机制，进行区域适配的本土化电商运营。

Abstract: With the rise of cultural consumption in the gaming industry, the cultural added value of game products has increasingly become a critical factor influencing players’ purchasing intentions and manufacturers’ profitability. This study adopts a cultural consumption perspective to investigate product pricing strategies, marketing approaches, and their impacts on consumer feedback and attitudes. The research aims to elucidate how players’ cultural consumption psychology influences manufacturers’ pricing decisions and cultural marketing strategies, while providing data-driven insights and actionable recommendations for virtual product pricing and game marketing. Findings reveal that players’ cultural value perception enhances consumption willingness and motivation, though this effect exhibits diminishing marginal returns and is influenced by regional cultural differences. Based on these findings, the study proposes the following recommendations for game industry pricing and marketing strategies: Implement data-driven dynamic pricing strategies, adopt content-centric marketing to counteract diminishing returns, leverage community-driven user engagement mechanisms, and conduct regionally tailored localized e-commerce operations.