Brand Marketing Research On Internet Product "Online Games"

This dissertation first provides an overview of the internet industry,pointing out the7basic applications in the internet world during the last20years. Furthermore, it highlights the importance of brand marketing andresearch methods of online games.After a review and brief analysis of the theoretical framework, the articleintroduces the creation of the brand marketing. The complexity of the onlinegame market, the scale of users and the users’ characteristics indicate hugepotential but also great pressure in China. Meanwhile, through game theoryof market competition, it shows that the competition will become more andmore intensive on one hand, it will effectively contribute to the brandstrategic alliance and adapt to “co-operation-competition” as strategicdirection of the organization model and brand marketing on the other hand.The article also analyzes the necessity and feasibility of brand marketingfor the online games. By using the value chain, opportunities-threat analysisand other methods from all angles on this unique industry, it has concluded that only through appropriate marketing strategies for brand positioning andstrategies for implementation, the online game industry can develop a healthyand orderly environment.“Tencent game” is the specific example used in thisarticle. Through the strategic positioning of their brand marketing andstrategy research, we discovered a number of practical brand strategy andpractice methods. Although there is still a large room for further explorationand practice, the overall framework and direction has been clearly specified,which will benefit those who are interested in working in this area.