【摘要】：隨著社交媒體的普及,手機游戲玩家之間出現了一種新的人際傳播形式——手機游戲玩家的人際傳播,成為傳播手機游戲信息的重要途徑。本文圍繞如何利用手機游戲玩家的人際傳播進行手機游戲營銷展開論述,提出了利用手機游戲玩家的人際傳播進行手機游戲營銷的應用路徑。力圖為手機游戲開放商和運營商開辟一條新的營銷推廣思路。本文主要分為3章進行論述,第1章分別闡釋了手機游戲玩家的人際傳播與手機游戲營銷的基本概念。在對手機游戲玩家的人際傳播的論述過程中,通過對比傳統人際傳播、網絡人際傳播的概念,概述了手機游戲玩家的人際傳播的概念、特點、類型以及傳播方式。在對手機游戲營銷的論述中,借鑒市場營銷概念,闡釋了手機游戲營銷的含義和方式。第2章分析了手機游戲玩家的人際傳播對手機游戲營銷的促進作用。通過論述手機游戲玩家的人際傳播中弱連接主導的關系空間,以及意見領袖對于手機游戲營銷的重要作用,論證了利用手機游戲玩家的人際傳播進行手機游戲營銷的可行性。第3章提出了利用手機游戲玩家的人際傳播進行手機游戲營銷的3種應用路徑:利用共同的意義空間進行病毒式營銷,利用意見領袖進行二級傳播,以及建立玩家社交平臺。
[Abstract]:With the popularity of social media, a new form of interpersonal communication has emerged among mobile gamers-the interpersonal communication of mobile gamers has become an important way to spread the information of mobile games. This paper discusses how to use the interpersonal communication of mobile gamers to carry out mobile game marketing, and puts forward the application path of mobile game marketing by using interpersonal communication of mobile gamers. Try to open up a new marketing ideas for mobile game operators and operators. This paper is divided into three chapters. Chapter 1 explains the basic concepts of interpersonal communication and mobile game marketing. In the process of discussing the interpersonal communication of mobile gamers, by comparing the traditional interpersonal communication and the network interpersonal communication, this paper summarizes the concept, characteristics, types and communication methods of the interpersonal communication of the mobile gamers. In the discussion of mobile game marketing, using the concept of marketing for reference, the meaning and method of mobile game marketing are explained. Chapter 2 analyzes the promotion of mobile game marketing by interpersonal communication of mobile gamers. This paper discusses the relationship space dominated by weak connection in the interpersonal communication of mobile gamers and the important role of opinion leaders in mobile game marketing, and demonstrates the feasibility of using the interpersonal communication of mobile game players to carry out mobile game marketing. Chapter 3 puts forward three application paths of mobile game marketing by using interpersonal communication of mobile gamers: using common sense space to carry out viral marketing, using opinion leaders to carry out secondary communication, and establishing player social platform.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206

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本文編號：2271607