畢業論文

打賞
當前位置: 畢業論文 > 管理論文 >

騰訊怪物獵人Online游戲品牌推廣策劃+SWOT分析

時間:2019-06-16 11:18來源:畢業論文
我們為怪物獵人 Online確立了“狩魂不熄”的傳播主題,并分階段開展傳播活動。針對老用戶,以延續怪物獵人正統風格為出發點,強化核心玩家對于怪物獵人Online 品牌的認可度與歸屬感

摘要  本次畢業設計主要是針對騰訊游戲“怪物獵人 Online”品牌推廣做的營銷傳播策劃全案。我們從市場調查分析開始,在對大量二手資料和一手資料進行閱覽和調查后,對怪物獵人 Online 進行了全面系統的分析,進而得出 SWOT分析,為后續精準定位和品牌形象塑造提供依據。接著,為怪物獵人 Online 制定整合營銷戰略,繼而通過一系列溝通推廣策略,為怪物獵人 Online 制定一份獨具特色的整合營銷傳播方案。 通過前期的市場調查,我們發現國內消費者對于網絡游戲的需求日益增長,且對游戲品質的要求越來越高,而目前市場上的游戲產品大多魚龍混雜、制作水平良莠不齊,且產品同質化現象嚴重,難以達到消費者的要求。怪物獵人 Online 作為一款延續多年經典、推陳出新的游戲,既開國內狩獵類動作游戲先河,又滿足了消費者對高品質游戲的要求。以此為出發點,我們將產品定位為“國內第一款頂尖品質狩獵題材的網絡動作類游戲”。并在此基礎上進行怪物獵人 Online 品牌形象定位,并以此為基礎進行了品牌形象設計。 基于以上分析,我們為怪物獵人 Online確立了“狩魂不熄”的傳播主題,并分階段開展傳播活動。針對老用戶,以延續怪物獵人正統風格為出發點,強化核心玩家對于怪物獵人Online 品牌的認可度與歸屬感,增加用戶粘合度;針對新用戶,合理利用騰訊游戲本身雄厚的實力吸引新玩家,在國內尚屬空白的狩獵題材的動作類網絡游戲市場搶占先機,力求在怪物獵人 Online 發行之際,將其打造成為國內狩獵題材的動作類網絡游戲市場主流力量。  36351
畢業論文鍵詞:怪物獵人Online ;網絡游戲;品牌形象 ;營銷傳播

源¥自%六:維;論-文'網=www.aftnzs.live


ABSTRACT This graduation project is a marketing communication planning case mainly aimed at Tencent games Monster Hunter Online branding. We start with market research, after reading and investigating lots of primary data and secondary data, we get a systematic analysis of the Monster Hunter Online, then come to the SWOT analysis, which provide the basis for subsequent precise positioning and brand imaging. And then, integrated marketing strategy for Monster Hunter Online, then through a series of communication and promotion strategies, set for Monster Hunter Online a unique integrated marketing communications plan.  Through market research, we found that the consumer demand for online games and demand for the quality of games consistently increasing in China. Though gaming products on the market today are mostly good, make are not level, and product homogenization is serious, which is difficult to meet the requirements of consumers. Monster Hunter Online as a classic go on for years,which is always creating, aside from the hunting action online game pioneer, but also to meet consumer demands for high quality games. Taking this as a starting point, we position the product as "China's first top-quality hunting-themed online action games". And Monster Hunter Online based on brand positioning and brand image design is made on this basis.  Based on the above analysis, we have set for Monster Hunter Online " the soul of hunting will never put out" theme of transmission, and dissemination activities carried out in stages. For old user, to continued Monster Hunter Orthodox style for starting point, strengthened core players for Monster Hunter Online brand of recognized degrees and belonging sense, increased user bonded degrees; for new user, reasonable using Tencent game itself strong of strength attract new players, in domestic is blank of hunter theme online game market preemption opportunities, before Monster Hunter Online reach onto the market, will its build became domestic hunter theme online game market mainstream power. 

源¥自%六:維;論-文'網=www.aftnzs.live


Keywords: Monster Hunter Online,  Online game  ,Brand,  Marketing Communication   騰訊怪物獵人Online游戲品牌推廣策劃+SWOT分析:http://www.aftnzs.live/guanli/20190616/34757.html
------分隔線----------------------------
推薦內容
双色球走势图带连线