摘要：短短三年多时间内，手机网游大量兴起，游戏商与用户数量的增长都呈现出几何级数的发展速度。目前，国内手机网游用户市场已渐趋饱和，游戏商在完善游戏内容之外，更面临着如何深入挖掘用户需求、维护现有用户的营销难题与考验。以角色扮演类游戏的视角，从市场的现状、营销手段、目标用户群等方面，分析和审视手机网游的发展状况和营销管理，可以发现，手机游戏营销管理方面存在着：1）营销理念上，重视前期推广，不重视上线后的营销，理念落后；2）营销对象上，营销对象多年不变，营销思路模式化，与市场现状脱轨；3）营销模式上，借鉴端游、页游，缺乏创新等问题。在此基础上，提出了包括用户目标转移、营销推广创新、后期营销创新等维护性整合营销管理的思考与建议。47082

毕业论文关键词： 角色扮演；手机网游；营销管理；维护性营销；互动营销

Based mobile gaming Marketing Management role-playing game Perspective

Abstract：In just more than three years, a growing number of mobile online games, game companies and the number of users increase the pace of development has emerged as a geometric progression. Currently, the domestic mobile phone market has become more saturated users online, game providers in improving the game content, the more faced with how to dig user needs, maintenance of existing user marketing challenges and tests. In role-playing games, from the perspective of the market situation, marketing, and other aspects of the target user group, analysis and review of mobile games development and marketing management, it can be found, Mobile game marketing management exist: 1) marketing philosophy, attention to pre-promotion, does not pay attention to marketing on-line after the idea behind; 2) marketing target, marketing target unchanged for years, marketing ideas modeling, and market situation derailment; 3) marketing model, draw end tour, tour page, lack of innovation and other issues. On this basis, the proposed transfer targets including user, marketing innovation, marketing innovation and other post-consolidation maintenance Thoughts and Suggestions of marketing management.

  KeyWords： cosplay;Mobile games;Marketing Management;Maintenance Marketing;Interactive Marketing

目录

一、绪论 1

（一）研究背景、目的和意义 1

（二）课题的研究现状和发展趋势 1

二、RPG手机网游的营销管理现状 2

（一）RPG手机网游的定义 2

（二）RPG手机网游的发展现状和营销管理状况 2

1、手机网游的市场现状 3

2、RPG手机网游的市场现状 3

3、RPG手机网游营销手段 5

三、RPG手游营销管理中存在的不足 6

（一）营销理念问题 6

（二）营销对象问题 7

（三）营销模式问题 7

四、RPG类手游用户分析 8

（一）性别比例 8

（二）年龄结构 8

（三）内容偏好 9

（四）付费时段 10

五、RPG手游营销管理优化建议 10

（一）营销推广创新