营销视角下网络游戏消费的诱导机制及应对策略分析  

Analysis of the Induced Mechanism and Countermeasures of the Consumption of Online Games from the Perspective of Marketing

作　　者：江磊 帅嘉成 肖少龙 JIANG Lei;SHUAI Jiacheng;XIAO Shaolong(School of Sociology and Population Studies,Nanjing University of Posts and Telecommunications Nanjing,Jiangsu 210023)

机构地区：[1]南京邮电大学社会与人口学院,江苏南京210023

出　　处：《中国商论》2022年第18期79-82,共4页China Journal of Commerce

摘　　要：随着移动互联网和智能终端的更新迭代,网络游戏不断更新生存形态和发展方式,凭借其内容的丰富性、开放性、共享性和形式的交互性、发展的高速性,由商品本位迅速向服务本位转型升级,并形成直接型、间接型和社交型三种网络游戏诱导机制,加剧了网络游戏不合理消费行为的产生。因此,为促进网络游戏产业的健康发展、规范网络游戏合理消费,本文结合网络游戏营销视角,从多个层面对网络游戏诱导机制进行约束和管理,为网络游戏消费模式的合理构建提供建议。With the updating of mobile Internet and intelligent terminals,online games are constantly updating their survival forms and development models,relying on the richness,openness,sharing,form interaction,and high-speed development of the content,with the rapid transformation and upgrading from commodity-orientedness to service-orientedness,and formed three kinds of inducted mechanisms of online games,direct,indirect and social,which aggravates the unreasonable consumption behaviors of online games.Therefore,to promote the healthy development of online games and standardize the reasonable consumption of online games,this paper combines the perspective of the marketing of online games to restrict and manage the inducted mechanism of online games from many aspects,to provide suggestions for the rational development of the consumption models of online games.

关 键 词：网络游戏 盈利目的 诱导机制 理性消费 游戏营销 

分 类 号：F724.6[经济管理—产业经济]