游戏植入式广告的市场前景

论文编号:WHCY044 论文字数:11326,页数:16 附任务书,开题报告,外文翻译,文献综述

 摘要：在国内外植入式广告发展的如火如荼之际，广大研究人士纷纷表示出对植入式广告的极大热情。但是，对于植入式广告的研究以影视剧中的植入广告居多，对于游戏植入式广告关注的学者并不多见。学术界对于游戏植入式广告的讨论倒是热闹非凡，对于游戏植入式广告的前景也一直看好，但是，真正深入进去，对游戏植入式广告进行全面客观的思考的却屈指可数，使得广大游戏运营商，开发商虽然对游戏植入式广告很感兴趣，但是却不知从何着手。只能跟广告投放伙伴摸索着前进。学术界如此，游戏界对于植入式广告也是抱着试试看的态度，等着大树好乘凉。就在这样的情况下，及时的对游戏植入式广告进行全面客观的研究是必要的，一来可以是广大学者对游戏植入式广告全面的了解，不再局限于一点一面的盲目讨论，大家可以从全局出发，整体的客观的研究游戏植入式广告；二来可以帮助游戏厂商对游戏植入式广告有个全面正确的认识，积极勇敢的尝试游戏植入式广告，放心大胆的改革游戏盈利模式，占领先机，夺取网游市场。
 关键词：网络游戏；植入广告；全面解析 

Market Prospects Of IGA(In-Game Advertising)
 Abstract:In domestic and foreign implants the type advertisement development like a raging fire time, studies the public figure to express in abundance generally to implants the type advertisement the enormous enthusiasm. But, regarding implants the type advertisement the research to implant the advertisement majority by the film and television play in, implants the type advertisement attention regarding the game the scholar not to see. The academic circles implants the type advertisement regarding the game the discussion to be but actually lively extraordinarily, implants the type advertisement regarding the game the prospect also always to favor, but, true goes in thoroughly, implants the type advertisement to the game to carry on the comprehensive objective ponder actually very few, causes the general game operation business, the developer although implants the type advertisement to the game to be interested very much, but did not know actually from where begins. Only can try to find out the advance with the advertisement delivery partner. The academic circles so, swims the theatrical circles regarding to implant the type advertisement also to hold the manner which tries to look, waits for the big tree to enjoy the cool air well. On in such situation, prompt implants the type advertisement to the game to conduct the comprehensive objective research is necessary, first may be the general scholars implants the type advertisement comprehensive understanding to the game, no longer limits to an at the same time blind discussion, everybody may embark from the overall situation, the overall objective research game implants the type advertisement; Two comes to be possible to help the game manufacturer to implant the type advertisement to the game to have a comprehensive correct understanding, the positive brave attempt game implants the type advertisement, felt relieved the bold reform game profit pattern, the occupation takes the initiative, captures the net to swim the market.
 Key word: Network game; Implants the advertisement; Comprehensive analysis

目  录
第一章   引 言 1
研究背景与现状 1
第二章 游戏植入式广告的发展 1
第三章 游戏植入式广告特性分析 3
第一节 游戏植入式广告比传统媒介广告效果真实自然 3
第二节 游戏植入式广告的作用周期比较长 3
第三节 游戏植入式广告的受众具有三高特性 3
第四节 游戏植入式广告信息传递模式生动自然 3
第四章 影响网络游戏植入式广告效果的因素 4
第一节 玩家游戏行为差异与广告效果的相关分析 4
第二节 品牌特征与广告效果的相关分析 5
第三节 植入方式与广告效果的相关分析 7
第五章 网络游戏植入广告经营策略 8
第一节 广告标识以背景效果植入 8
第二节 广告产品以游戏道具植入 8
第三节 游戏运营商与广告主定制合作 8
第六章 网络游戏植入式广告发展存在的问题 9
第一节 游戏运营商深度开发 9
第二节 专业的游戏植入式广告公司的崛起 10
第三节 得人心者得天下，“人海战术” 10
第四节 探索深度植入 10
致谢 12
参考文献 13