文化產(chǎn)業(yè)管理論文編號(hào):WHCY066 論文字?jǐn)?shù):11236,頁(yè)數(shù):13 附任務(wù)書,開題報(bào)告,外文翻譯,文獻(xiàn)綜述

目 錄
前言 1
第一章、網(wǎng)絡(luò)游戲植入式廣告的界定和現(xiàn)狀分析 2
第一節(jié)、植入式廣告和網(wǎng)絡(luò)游戲植入式廣告的定義 2
一、植入式廣告定義 2
二、網(wǎng)絡(luò)游戲植入式廣告定義 2
第二節(jié)、網(wǎng)絡(luò)游戲植入式廣告的現(xiàn)狀 2
一、網(wǎng)絡(luò)游戲植入式廣告的市場(chǎng)現(xiàn)狀 2
二、網(wǎng)絡(luò)游戲植入式廣告的植入模式現(xiàn)狀 3
第三節(jié)、網(wǎng)絡(luò)游戲植入式廣告的發(fā)展歷程 3
一、網(wǎng)絡(luò)游戲植入式廣告崛起 3
二、網(wǎng)絡(luò)游戲植入式廣告的高速發(fā)展 4
第二章、網(wǎng)游植入式廣告的優(yōu)勢(shì) 5
第一節(jié)、傳播方式 5
一、溫和性（非強(qiáng)迫） 5
二、鎖定效應(yīng) 5
三、互動(dòng)性 5
第二節(jié)、傳播效果 6
一、時(shí)續(xù)性強(qiáng) 6
二、沖擊力強(qiáng)，影響范圍廣 6
三、精準(zhǔn)精確 6
第三章、當(dāng)前網(wǎng)絡(luò)游戲植入式廣告存在的問(wèn)題 7
第一節(jié)  外部環(huán)境問(wèn)題 7
一、觀念 7
二、法律 7
三、相關(guān)平臺(tái) 7
四、產(chǎn)業(yè)鏈利益分配機(jī)制 7
五、缺乏第三方監(jiān)測(cè)、評(píng)定機(jī)構(gòu) 8
第二節(jié)、內(nèi)部環(huán)境問(wèn)題 8
一、人才 8
二、核心技術(shù) 8
第四章、網(wǎng)絡(luò)游戲植入式廣告的前景展望 8
致謝 10
參考文獻(xiàn)： 11

 摘要：隨著網(wǎng)絡(luò)游戲的快速發(fā)展，網(wǎng)游媒介化的趨勢(shì)越來(lái)越明顯，越來(lái)越多的廣告主嗅到了其中商機(jī)，從可口可樂(lè)到綠盛牛肉干，從最初的畫面背景植入到現(xiàn)在的綜合植入等等，網(wǎng)游媒介創(chuàng)造了一個(gè)個(gè)的銷售神話，本文正式基于這個(gè)大環(huán)境，對(duì)中國(guó)內(nèi)地網(wǎng)游植入式廣告進(jìn)行了探討。
 論文的第一部分是對(duì)植入式廣告和網(wǎng)游植入式廣告的定義以及網(wǎng)絡(luò)游戲植入式廣告的現(xiàn)狀分析。由于植入式廣告出現(xiàn)比較晚，網(wǎng)絡(luò)游戲植入式廣告更是這幾年才出現(xiàn)的，所以在論文開頭就對(duì)網(wǎng)絡(luò)游戲植入式廣告進(jìn)行了定義，并對(duì)網(wǎng)絡(luò)游戲植入式廣告的市場(chǎng)現(xiàn)狀和植入模式現(xiàn)狀進(jìn)行了徹底分析，對(duì)其成果進(jìn)行了總結(jié)。植入式廣告發(fā)展迅速，據(jù)艾瑞市場(chǎng)咨詢網(wǎng)統(tǒng)計(jì)，2008年國(guó)內(nèi)網(wǎng)游植入式廣告的價(jià)值8億元。論文的第二部分分析了網(wǎng)絡(luò)游戲植入式廣告相對(duì)于傳統(tǒng)廣告的特點(diǎn)。重點(diǎn)放在傳播方式和傳播效果上進(jìn)行對(duì)比。論文的第三部分分析了當(dāng)前網(wǎng)絡(luò)游戲植入式廣告存在的問(wèn)題。論文的第四部分是關(guān)于網(wǎng)絡(luò)游戲植入式廣告的前景展望。
 關(guān)鍵詞：網(wǎng)絡(luò)游戲；植入式廣告；特點(diǎn)   
      THE ANALYSIS OF IN—GAME ADVERTISEMEN
 ABSTRACT：With the rapid development of online games. Online games media, the trend of more and more obvious, more and more opportunities, more and more opportunities for advertisiers smell of them, from Coca-Coca to the Green Sheng beef jerky, online games has created a media sales a myth This officical on the environment , on the mainland online game product placement is discussed.
 In the first part of the first definition of the implantable implantable advertising and online games advertising concept. As product placement appears relatively late, the network game product placement is only in recent years there, so the network in the paper at the beginning of the game product placement are defined, and next part is the online game product placement status was observed and its results are summarized. The rapid development of product placement, according to iResearch web statistics, the domestic online games in 2008 implanted the value of 800 million yuan advertising.In the second part of the network game product placement yelative to the characteristics of traditional advertising In the third part of the analysis of the current online game product placement problems. The fourth part is about the online game development trend of product placement advertising
 Key words：online games；product placement advertisemen；feature