基于SICAS模型的游戏直播营销策略优化研究

Research on Optimization of Game Live Streaming Marketing Strategy Based on SICAS Model

摘要: 在互联网的浪潮席卷全球之前，传统的品牌受制于媒介的限制，在营销模式上更多地遵循一些更传统的策略。目前在营销策略领域的研究普遍集中于对于主流电商直播模式的探讨以及电竞行业发展的研究，而缺少对于两者交叉的游戏直播营销模式的研究。笔者认为，随着电竞行业和直播带货迅猛的发展，游戏直播的存在已经具有一定历史，日后必将有迅猛的发展潜力，而人们对于其理解仍然停留于主播打游戏这一行为之上而未将带货营销紧密联系起来。因此，我将以各主流游戏直播平台为例，分析目前存在的游戏直播营销策略，运用SICAS模型并提出优化这些策略的意见建议，希望能够帮助我国游戏带货行业更加健康地发展，进一步推动国人对于游戏直播的理解。

Abstract: Before the wave of the Internet swept the world, traditional brands were restricted by the limitations of the media and followed more traditional strategies in their marketing models. Current research in the field of marketing strategy generally focuses on the discussion of the mainstream e-commerce live mode and the development of the e-sports industry, but lacks research on the intersection of the two in the game live marketing mode. I believe that, with the rapid development of the e-sports industry and live bandwagon, the existence of the game live has a certain history, the future will have rapid development potential, and people’s understanding of the game still stays in the anchor to play the game on top of the behavior without the bandwagon marketing closely linked. Therefore, I will take the mainstream game live platform as an example, analyze the existing game live marketing strategies, use SICAS model and put forward the optimization of these strategies, hoping to help China’s game with goods industry to develop more healthily, and further promote the understanding of the people of China for the game live.