【作者】 陈峰；

【导师】 张国才；

【作者基本信息】 厦门大学 ， 传播学， 2009， 硕士

【摘要】 网络游戏是随着互联网发展而产生的新兴产业,由于其不受时空的限制,兼具灵活性、娱乐性,获得广大网络用户的喜爱。网络游戏内置广告也因此获得广告主的青睐,随着经济发展,其市场将会越做越大。本文对中国网络游戏行业主要因素、网络游戏产业链进行分析,,根据消费者卷入度对现有的网络游戏内置广告进行分类并总结各类特点,以了解中国网络游戏内置广告的概况。论文接着探讨中国网络游戏内置广告目前存在的问题。论文还对国内的腾讯游戏以及国外网络游戏《第二人生》中不同形式的内置广告进行案例分析,探索他们成功的共同原因,通过比较试图从国外的例子中获得借鉴。论文最后探讨了中国网络游戏内置广告的发展前景与对策思考,提出了建设性的见解。本文采用的主要研究方法包括文献研究、案例研究和比较研究。本文研究发现,中国网络游戏内置广告存在的主要问题包括:广告形式过于集中在知晓类、互动类网络游戏内置广告;广告主行业集中在快速消费品类的传统行业,广告收入构成不平衡,广告受众构成单一,广告效果和反馈的技术问题。解决好这些问题,中国网络游戏内置广告才能更好地发展。本文认为,未来我国的网络游戏内置广告发展要立足于自主研发,掌握网络游戏开发以及内置广告技术的主动权,以互动体验类内置广告为主,走专业定制的道路,深入了解受众心理及态度、整合异业资源以达到更好的广告效果。在此过程中,网络游戏企业需要注重社会责任,推动网络游戏及其内置广告健康发展。更多还原

【Abstract】 Online game is a new industry developing with the internet. It has been loved by a great number of internet users because of its being unconstrained in time and place, and of its flexibility and entertainment. Accordingly, online in-game advertising has been pursued by advertisers, and its market will become lager and lager with economic development.This paper analyzes the main factors, the industry chain, types and characteristics of China’s online game, and classifies current online in-game advertisements by consumer involvement degree, with the purpose of getting to know the general situations of online in-game advertising in China. Next, the paper probes into current problems faced by China’s online in-game advertising. Then, this paper takes domestic Tencent games and foreign game "Second Life" as cases for analysis, studying their common causes of success, and by comparison, attempting to borrow from the foreign case. Finally, this paper discusses on the future development and some countermeasures for China’s online in-game advertising, putting forth some constructive comments.In this paper, the main research methods include literature research, case study and comparative study.This research finds out that the main problems of China’s online in-game advertising include: advertising forms are too concentrated on cognitive, interactive sorts, that advertisers are concentrated on the traditional daily commodities, that advertising fees are not in balanced structure, that advertising audience are single in their composition, and that there exit problems with advertising effect and feed back techniques. Only with solution of these problems, can China’s online in-game advertising develop better.This paper holds the viewpoint that in the future, the development of China’s online in-game advertising should be base on independent research, obtain the initiative power for online game development and built-in advertising technology, take interactive experience as the major form for in-game advertisement, go along the way of professional customization, deeply understand customer’s psychology and attitudes, and integrate inter-industry resources to obtain better advertising effects. In the process, online game enterprises should attach importance to social responsibility and promote healthy development of online games and in-game advertising.更多还原