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浅析LOL（英雄联盟）市场营销策略学院：专业：学号：学生姓名：指导教师：年月毕业论文指导教师审阅意见题目：评语：指导教师：（签字）年月日毕业设计（论文）答辩成绩评定专业毕业设计（论文）第答辩委员会于年月日审定了班级学生的毕业设计（论文）。设计（论文）题目：设计（论文）说明书共页，设计图纸张。毕业设计（论文）答辩委员会意见：成绩：专业毕业设计（论文）答辩委员会主任委员（签字）、摘要进入21世纪以来，随着互联网与计算机技术的发展，网络游戏产业已经成为全球瞩目的顶尖娱乐产业。在我国网络游戏产业正处于飞速发展时期，市场前景一片光明，大量企业和资本涌入网络游戏市场，市场竞争激烈，然而却缺乏有针对性的营销方式。本文即是以此为背景，首先介绍了腾讯公司新代理的一款游戏，然后从目前网络游戏市场的发展概况，到价格营销和渠道营销方面，着重分析了网络游戏市场中所采用的营销模式，最后对网游市场营销方式提出相关建议。上个世纪末的互联网经济的起伏式发展后，2001年开始逐渐形成新的网络经济模式，网络游戏行业随着互联网经济的发展逐渐规模化、产业化，并成为最具利润的网络产业之一，中国网络游戏产业经过十年的发展，已经形成了巨大的产业规模。在如此快速发展背景下，我国网络游戏市场上的营销特点就显得格外引人瞩目。文旨在运用营销理论，分析LOL（英雄联盟）营销的市场环境，从LOL（英雄联盟）营销现状出发，为完善LOL（英雄联盟）市场营销提供可行的对策。论文首先对LOL（英雄联盟）营销环境及市场进行了分析，指出LOL（英雄联盟）产品正处于成长阶段，应集中优势资源大力发展。接下来描述了LOL（英雄联盟）营销现伏，指出LOL（英雄联盟）营销工作还存在许多难点，提出了完善LOL（英雄联盟）营销的对策及建议。之所以先选择LOL（英雄联盟）作为研究对象，因为LOL（英雄联盟）以老牌DOTA作家精心打造，现今比较火爆的一款网络游戏，无论是短暂的对市场的冲击力，还是今后的发展，腾讯公司在以往网络游戏如地下城与勇士，穿越火线等，证明了它成功的经营业绩。当年的小企鹅已经成为了网络巨人，在腾讯公司代理的LOL（英雄联盟）可以说在同类产品占有霸主的地方。本文分别在LOL（英雄联盟）产品分析，营销渠道，网络游戏生命周期，SWOT分析4大方面组成，充分的了解了网络游戏市场，发现问题并解决，最后结合，以求提高市场地位，在网络游戏取得更大的成功。关键词：腾讯公司；互联网；营销策；SWOTAbstractEntersincetwenty-firstCentury,thedevelopmentofInternetandcomputertechnology,thenetworkgameindustryhasbecometheattentionoftheworld'stopentertainmentindustry.InChina'sonlinegameindustryisinaperiodofrapiddevelopment,themarketprospectsforabright,largeenterprisesandcapitalintothenetworkgamemarket,marketcompetitionisintense,butthelackoftargetedmarketing.Thisarticleisinthisbackground,firstintroducedtheTencentcompanyofnewagentsinagame,andthenfromthepresentnetworkgamemarketdevelopmentsituation,topricemarketingandchannelmarketing,thepaperanalysesthenetworkgamemarketinthemarketingmode,thelastoftheonlinegamesmarketmarketingsuggestions.Attheendoflastcentury,theInterneteconomyanddevelopment,2001begantoformanewnetworkeconomymode,networkgameindustrywiththedevelopmentofInterneteconomygraduallyscale,industrialization,andbecomethemostprofitablenetworkindustries,Chinesenetworkgameindustryaftertenyearsofdevelopment,hasformedahugeindustryscale.Insuchacontextoftherapiddevelopment,China'sonlinegamemarketmarketingcharacteristicisparticularlyeye-catching.Thispaperaimsattheapplicationofthemarketingtheory,analysisoftheLOL(League)marketingmarketenvironment,fromLOL(League)marketingpresentsituation,toimprovetheLOL(League)marketmarketingtoprovidethefeasiblecountermeasure.FirstofallpapersontheLOL(League)marketingenvironmentandmarketundertookananalysis,pointedoutthattheLOL(League)productsareinthegrowthstage,shoulddevelopvigorously.ThendescribestheLOL(League)marketingcurrentsituation,pointedoutthattheLOL(League)marketingworkalsohadmanydifficulties,putforwardtoperfectLOL(League)marketingthecountermeasureandthesuggestion.ThefirstchoiceofLOL(League)astheresearchobject,becausetheLOL(League)totheveteranDOTAwritertocreateelaborate,comparedwiththecurrentpopulargameofanetwork,whetheritisshortofthemarketimpact,orthedevelopmenthenceforth,TencentcompanyinpreviousonlinegamessuchasDungeonFighterOnlineCrossfire,etc.,itprovedsuccessfulbusinessperformance.ThelittlepenguinhasbecometheInternetgiant,TencentcompanyagentinLOL(League)canbesaidthatinsimilarproductsoccupyadominantplace.ThispaperrespectivelyintheLOL(League)productanalysis,marketingchannels,networkgamelifecycle,SWOTanalysisof4majorcomponents,thefullunderstandingofnetworkgamemarket,findandsolve,finally,inordertoimprovemarketposition,inthenetworkgametoachievegreatersuccess.Keywords:Tencentcompany;Internet;marketing;SWOT目录摘要...........................................................................................................................................1Abstract.............................................................................................................................................5第一章绪论...........................................................................................................................91.1研究背景............................................................................................................................91.2研究目的与意义................................................................................................................91.3研究内容与方法..............................................................................................................10第二章理论综述.....................................................................................................................112.1网络游戏市场概述..........................................................................................................112.2网络游戏市场营销模式分析..........................................................................................112.3营销渠道分析..................................................................................................................122.4网络游戏产品价格策略营销..........................................................................................132.5SWOT分析......................................................................................................................152.5.1网络游戏的优势分析（Strength）.................................................................