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论文作者:英语论文网论文属性:本科毕业论文 Thesis登出时间:2012-01-02编辑:anne点击率:7877
论文字数:15957论文编号:org201201021704121036语种:英语 English地区:英国价格:$ 55
关键词:online gameMarketing mix英国留学生市场毕业论文
摘要:本报告的主要目的是探讨网络游戏的市场营销组合。随着互联网技术的飞速发展,带来了繁荣的网络游戏,这是很多人放松的主要方式(许陈志建,苏艳花,朱柯聪,2009)。因此,有越来越多的客户的网络游戏。网络游戏公司之间的竞争是激烈的。他们不断推出新产品来取悦和吸引顾客。
There are six kinds of customer who love online game, which are the type of competitive and challenges, the type of fashion and leisure, the type of ease and recruit, the type of team cooperation, the type of pastime and dating, the type of experience and control. According to different type of customer, the company should conduct different marketing strategy. Customers who love competitive and challenges occupy the most proportion. The main target people are the leader of the game, who would like to try the new game and their options will influent people around. Those people take about 21% and would like to pay for their game.
According to these findings, this research comes up with the corresponding recommendations for the online game’s further development, which include pay more attention to the construction of the website, enhance the cooperation with other companies, pay attention to the visual impact, enhance advertisement and optimize the media mix, consider more rewards of bonus and props. Only with the successful marketing mix, will the online game company obtain their stable and further development.
With the fierce competition in the online game industry, this paper has put forward the first-hand data to analyse customers’ psychological and corresponding recommendations. The contribution of this dissertation is to experiential marketing and integrate data mining for customers of online game. The results present that the proposed approaches can effectively and efficiently explore customer’s behaviour (Ballester, C., A. Calvó-Armengol, and Y. Zenou, 2006). It is believed that this integrated method also can be successfully used to other industries.
Table of Contents
Abstract 1
CHAPTER 1 7
INTRODUCTION 7
Chapter 1- Introduction 8
1.1 Research Problem and Objective 9
1.2 Outline of the Dissertation 10
CHAPTER 2 12
LITERATURE REVIEW 12
Chapter 2- Literature Review 13
2.1 online game's character 13
2.2 Marketing mix of online game 15
CHAPTER 3 17
METHODOLOGY 17
Chapter 3 – Methodology 18
3.1 Sampling Design 18
3.1.1 Population 18
3.1.2 Sample 18
3.2 Type of Research 19
3.3 Method of Data Collection 20
3.3.1 Secondary Data Analysis 20
3.3.2 Case Study 21
3.3.3 Focus Group Interview 22
3.3.4 Survey Research 22
3.4 Questionnaire Design 23
CHAPTER 4 25
DATA COLLECTION & TABULATION 25
Chapter 4 – Data Collection & Tabulation 26
4.1 Data Collection 26
4.2 Clustering analysis 35
CHAPTER 5 41
DISCUSSION OF THE FINDINGS 41
Chapter 5 – Discussion of the Findings 42
CHAPTER 6 44
RECOMMENDATION AND FEASIBILITY 44
Chapter 6 – Recommendation and Feasibility 45
6.1 Recommendations 45
6.2 Feasibility 48
CHAPTER 7 49
LIMITATIONS OF THE SURVEY 49
Chapter 7 – Limitations of the Survey 50
CHAPTER 8 51
CONCLUSION 51
Chapter 8 – Conclusion 52
CHAPTER 9 53
REFERENCE 53
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