| Digital Entertainment Products is a multi-industry complex. Rapid industry development changing and technological update give the digital entertainment products more complicated individual characteristics. These characteristics determine that digital entertainment products should have different advertising and marketing strategies from traditional products. as a important means of image shaping and sales promotion, when advertisement combine with digital entertainment products, should have its unique character in some aspects, such as product, market and media. Only by grasping these features can be fully play its role.Based on the integrated carding of digital entertainment products, this article have a general summary of characteristics, development and profitability model of different kinds of products. From the communication theory, in the micro perspective, in accordance with the product's life cycle and market-proliferation process, this article give a discussion on the market characteristics of digital products in its different develop stages. At the same time, according to the discussion result, we set forth some advertising Strategy which meet the need of those development stage. Provide basis for the advertisement communication strategy of digital entertainment products. Meanwhile, the research pay much attention to the commercial usage value, through analysis, compare some successful digital entertainment products advertisement, and draw conclusions on the strategy. |
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