The Research On Online Gaming Brand Competitiveness

For the past six years, online gaming has endured rapid development. It now becomes one of the most prosperous industries in China. However, the research about its brand competitiveness is lagging behind. A good brand and strong brand competitiveness are the keys to keep this new industry growing healthily in the long term. This thesis will analyze the relation between the brand competitiveness and core competitiveness, the features of the online-gaming. Based on these analyses, the thesis will try to give out the advices on how to build online gaming brand competitiveness.The thesis is composed by four chapters. The first chapter reviews present theories about brand. Based on the different concepts on brand competitiveness, the thesis summarizes the relations between the core competitiveness and brand competitiveness.The second chapter gives an all-round view of online gaming. It gives definition and catalogue of online gaming. This chapter has especially focused on the history of online gaming develop abroad and the current development in China. At the end of this chapter, it analyzes the necessities of building strong brand compositeness.The third chapter is about the strategy of how to build brand competitiveness for the online gaming. The online gaming competitiveness could be built from five aspects: the technology of the game, the communication of the brand, the extension of the brand, the marketing ability of the brand and the brand culture.The last chapter uses Shanda Online Gaming Cooperation as a typical case and analyzes how this company builds its brand competitiveness in only a few years.Documents analysis and cases analysis have been used in this thesis. Since the online gaming is new in China, and few researches on its brand competitiveness, this thesis has its disadvantage. However, on the other hand, this thesis may give some valuable ideas for the research later on.