摘要
近年来，手机游戏的形式层出不穷，越来越多的智能手机也纷纷进入市场。移动网络游戏正在大放异彩，移动增值业务也开始占领新的领域。但事实是，我们没有很多有影响力的游戏。换句话说，在这些的大背景下，移动网络游戏的未来充满期待，但是移动网游行业仍存在一些的问题，对于众多厂商来说，在竞争激烈的网络游戏市场中，如何立足，然后通过各种营销手段来推广自己的产品，塑造自己的品牌，就显得尤为重要。
经过四年的发展，网易手游《阴阳师》在手机游戏市场，不断占据市场份额，可以说取得了一个很大的成功。《阴阳师》是一款优美的艺术概念日式手游游戏，它基于日本著名的阴阳师 IP，使用经典角色关系描述了人与鬼相互依赖的和平时代。 《阴阳师》中的安倍晴明探讨了自己的记忆故事。故事情节丰富细致，不乏创新，风格优美，气氛宁静而富有诗意。除剧情设计外，产品开发，市场研究等都可以做得很好。希望通过研究，发现最有效和最实用的关于移动网络游戏的品牌塑造策略。
关键词：手机网络游戏；网易手游《阴阳师》；品牌塑造
Abstract
The growth of electronic technology and mobile phones and computers has laid some foundations for the boom in online games.With the advent of 5G era, mobile game forms emerge in endlessly, and more and more smart phones enter the market.Mobile online games are shining, and mobile value-added services are starting to take over new areas.But the truth is, we don't have many influential games.In other words, in the big background, the future of mobile network game full of expectations, but the mobile gaming industry there are still some problems, for many manufacturers, in the fierce competition in the network game market, how to have a foothold, and then through a variety of marketing tools to promote their own products, shaping its own brand, is particularly important.
After four years of development, netease mobile game "Onmyoji" in the mobile game market, constantly occupy the market share, can be said to have achieved a great success.Onmyoji is a 3D beautiful and windy mobile game. Based on the well-known Onmyoji IP in , it follows the classic design. It tells the story of the heian era when human and ghost co-exist.The plot is full and exquisite and there is no lack of innovation, the painting style is beautiful and ethereal with a gentle artistic conception, in addition to the plot design, product development, market research can be done very well.I hope to find the most effective and practical brand building strategies for mobile online games through research.
Key words: mobile network game；Netease mobile game Onmyoji；branding
目录
论文题目：移动网络游戏的品牌塑造策略分析——以网易手游《阴阳师》为例2
摘要3
Abstract4
绪论6
0.1选题背景与研究意义6
0.2研究现状综述6
第一章移动网络游戏品牌塑造概述7
1.1手机网络游戏的定义7
1.2 游戏的性质7
第二章移动网络游戏市场情况8
2.1国内移动网络游戏现状8
2.1.1用户持续上涨8
2.1.2游戏内容及品质还需要进步8
第三章《阴阳师》的品牌塑造策略分析9
3.1《阴阳师》手游的品牌塑造内容9
3.2 《阴阳师》手游的受众10
3.2.1年轻用户是游主力军10
3.2.1受众游戏时间从“碎片化”趋向“固定化”10
第四章《阴阳师》品牌塑造策略的优劣12
4.1《阴阳师》手游品牌塑造策略的可取之处12
4.1.1《阴阳师》手游产品本身的优势所在12
4.1.2游戏自身是品牌塑造渠道12
4.2《阴阳师》手游品牌塑造策略的局限之处12
4.2.1对网络社区品牌塑造推广的把握力度不够12
4.2.2缺乏对于游戏口碑式品牌塑造的注重13
4.2.3品牌塑造推广时间不够精准13
5.1 手机网络游戏用户的细分与服务14
5.1.1 客户群体的细分14
5.2 重视手机网络游戏的品牌塑造影响15
5.2.1 注重手机网络游戏的文化品牌塑造16
结语17
参考文献
