网络游戏内置广告研究--毕业论文.docVIP

网络游戏内置广告研究 学号： 姓名： 指导老师：XXX XXXX大学毕业设计（论文） 摘要 网络游戏内置广告，作为目前最符合传播艺术的方式之一，让消费者在无任何警惕、厌恶的心理状况下欣然接受。同时企业发现，现实生活中传统媒体的广告传播效果已经达到了饱和状态，而利用虚拟世界进行广告传播与推广，不失为最佳对策。企业通过内置广告不仅可以取得最好的传播效果，而且得到最大的利益。 本文介绍了网络游戏内置广告的主要特点和优势，论述了其目前发展的状况及未来发展趋势，总结了网络游戏内置广告的表现策略、投放策略与互动营销策略，并通过分析和研究，提出了网络游戏内置广告存在的问题与对策。 关键词 网络游戏 内置广告 广告策略 1XXXX大学毕业设计（论文） Abstract In-game advertising is currently one of the best ways of communication, because the consumers can gladly accept it without any warning or the psychological state of disgust. At the same time, many enterprises find that the advertising spread of conventional media has reached a saturation effect in real life, and the use of the virtual world of communication and promotion of advertising is the best solution. Through In-game advertising, the enterprises can achieve not only the dissemination of the best results, but also the greatest interest. By describing the In-game advertisings main features and advantages, the paper discusses the development of its current position and future development trends, sums up the In-game advertising of the performance about built-in strategy, delivery strategy and interactive marketing strategy, and points out the problems of the In-game advertising and the solutions through analysis and research. Key Words Net‐work game In‐Game Advertising Advertising strategy 2XXXX大学毕业设计（论文） 目录 第一章 绪论 ........................................................................................................................................................ 4 一、研究背景 .............................................................................................................................................. 4 二、文献综述 .............................................................................................................................................. 4 三、研究目的及意义 .................................................................................................................................. 5 第二章 游戏内置广告的