网络游戏营销失范的表现及成因探析  

The Analysis of the Anomie in Online Game Marketing and Its Causes

作　　者：张丽滢[1,2] 王凌皓[1] 魏斌[1] 

机构地区：[1]东北师范大学政法学院教育学部,吉林长春130117 [2]北华大学法学院,吉林吉林132013

出　　处：《吉林师范大学学报（人文社会科学版）》2016年第3期78-82,共5页Journal Of Jilin Normal University:Humanities & Social Science Edition

基　　金：国家社科基金项目"网络游戏规制研究"(编号:13BGL162)

摘　　要：随着网络信息技术的蓬勃发展,网络游戏凭借着独特的魅力征服了越来越多的网民,尤其是青少年这一群体。其影响之深、涉面之广,已经引起全社会的高度关注。而在网络游戏的发展中,运营商为了实现利益的最大化,投本逐利,在推动网络游戏发展中起到了重要的作用。与此同时,部分网络游戏运营商在营销中也存在着营销失范的现象并造成了消极的影响。因此,对网络游戏营销失范及其成因进行深入分析,完善网络游戏营销相关规制具有重要的意义。With the vigorous development of the network information technology, online games, with theirunique charm, have attracted more and more netizens, especially teenagers. The impact is so deep that it hascaused the attention of the society. Network operators try their best to maximize the profits , and they play animportant role in the development of online games. But at the same time, there exists some anomie in onlinegame marketing and has caused negative effects. Therefore, deep analysis of the anomie of online game market？ing and its causes has great significance to the perfection of the relevant regulation in view of the online gamemarketing behaviors.

关 键 词：网络游戏 营销 失范 

分 类 号：F274[经济管理—企业管理] F49[经济管理—国民经济]