1、 I 摘摘 要要 近几年，我国经济发展、科技进步、国际文化交往不断增多，网络文化市场 发展很快。 特别是一批网络游戏优秀产品的问世以及网络游戏公司商业模式的成 功，网络游戏市场迅速发展并进入了一个高速增长期，涌现出一批著名的网络游 戏公司。随着大量公司的进入，国内网络游戏公司开始了惨烈而残酷的竟争。目 前国内网络游戏公司己达到了 300 多家，他们的生存状况不容乐观。 本文介绍网络游戏的定义分类和特点及其在我国的发展。 通过对中国网络游 戏产业状况的分析，确定了网络游戏企业竞争战略的选择。对中国的网络游戏消 费者的行为进行调查分析，分析了网络游戏的盈利模式和生命周期，对游戏征途 的经营状况做出
2、分析：经典的免费下的盈利链。还有网络游戏周边的开发。 关键字关键字：网络游戏；网络营销；竞争战略；运营管理 II Abstract In recent years, Chinas economic development, scientific and technological progress, increasing international cultural exchanges, networking and cultural development of the market soon. In particular, a number of excellent products on
3、line games online games available, as well as the success of the company business model, the rapid development of online games market and has entered a period of rapid growth, the emergence of a group of well-known online game company. With the entry of a large number of companies, the domestic onli
4、ne game company started a tragic and brutal competition. At present, domestic online game company has reached more than 300, they can not be optimistic about the living conditions. This article describes the definition of online games and their classification and characteristics of development in China. Through the situation of Chinas online game industry analysis to determine the network game is the choice of enterprise competitive strategy. Chinas online games to investigate consumer beh
