本文运用管理学原理、企业经营战略、市场营销理论、服务营销理论,通过对游戏事业部的实证分析,采用理论与实践相结合、营销理论与服务营销理论相结合、定性分析和定量分析相结合的方法,以系统的观点对游戏的运营策略进行了全面的研究。首先,论文总结了国内外网络游戏的发展历程和现状。其次,通过自己本身玩游戏的经验和朋友的意见,总结游戏运营过程中存在的问题及问题存在的原因。然后分析总结了在游戏运营过程中针对上述问题所采取的对策,并且整理分析了游戏在运营推广过程中所采用的策略。最后,选取了一个非常具有代表性的游戏产品——阴阳师。分析阴阳师成功与不足之处,并对此给出自己的建议。
This article uses management theory, business strategy, marketing theory, service marketing theory, through the empirical analysis of the game division, using the combination of theory and practice, marketing theory and service marketing theory, qualitative analysis and quantitative analysis The method of conducting a comprehensive study of the game's operating strategy from a systematic point of view. First, the thesis summarizes the development history and current status of online games both at home and abroad. Second, through the experience of playing the game itself and the opinions of friends, the problems existing in the game operation process and the reasons for the existence of the problem are summarized. Then it analyzes and summarizes the countermeasures taken in response to these problems in the course of game operations, and analyzes the strategies adopted by the game in its operation promotion process. Finally, a very representative game product, Yin Yang Teacher, was selected. Analyze the successes and inadequacies of Onmyouji and give your own suggestions.