Empirical Study Based On Online Game Corporate Brand Image Factors

As the rapid development of internet technology in China, also the rapid development of online games.Chinese online game industry development so far,business value and cultural value has to be recognized.Online games has become one of most recreational users choice.The market size of the online gaming industry has grown exponentially, but the online gaming industry is still facing serious problems,lack of reflection.As more and more prominent of brand value,our online game company failed to place in the international gaming brands on the market so far. Chinese online game companies how to strengthen and improve their brand image is placed in front of the researchers study based on an important issue.Our online game brand building company is still in the exploratory stage,how to build a brand image,enhance brand awareness and thus attract more players.Mature gaming industry needs brand, game companies to express their understanding and insight for the game companies need to brand, really competitive online games also need brands.In this paper, empirical research methods, data collection through questionnaires, research online corporate brand image factors, the impact of various factors on consumer behavior of the players.By hypothesis, research, analysis, step test, SPSS analysis of survey data, draw conclusions, and the present situation of China’s online brand to make some suggestions. Specific article is structured as follows:The first chapter of the origin and significance of topics including the paper, the theoretical framework of the present research study, research methods and research. Among them, the review of this article is mainly selected journals, papers, were finishing from online brand cases, online corporate branding, consumer behavior in three aspects. In this process, to further clarify the research and ideas, and summarizes the deficiencies. The theoretical framework of the study is divided into brand and brand image, consumer behavior model in two parts.First, from the second chapter of the development of China’s online gaming industry start combing the development process and summarizes the status of China’s online corporate brand image. Then from brand awareness, brand loyalty, brand associations and brand competitiveness three aspects of Chinese online game companies need portrayal. Finally, from brand awareness, brand system, brand positioning point of view summarizes the problem of online businesses currently facing brand image.The third chapter is ready to work in front of empirical research. Construction of the model from the first impact of various factors gaming company’s brand image and brand image of both players consumer behavior, the specific variables to classify various factors, assumptions made about a factor. The second part is the process of designing the questionnaire, methods and processes include design, scale and design. Finally, a brief description for the sample size and data acquisition modes.The fourth chapter is the analysis of research data. Whole chapter used the descriptive analysis, statistical analysis, regression analysis, correlation analysis methods. Introduces the sample characteristics of sex and age of online game players and other aspects of income, then the various factors affecting the corporate brand image online conducted a descriptive analysis, SPSS analysis data sheet are listed, at the same time did the credibility test.Then the players on the brand image and consumer behavior analysis also described relations. In order to prove the validity of the data, the author has carried out for each variable correlation analysis and multiple regression analysis to prove the hypothesis holds. Finally, the United States conducted a comparative study of Blizzard, Blizzard’s development process from the Blizzard brand summarizes the successful experience of the four points.The fifth chapter by getting the data results, summarize various factors affect our online corporate brand image,put forward some suggestions by the study results.Finally, put forward the limitations of this study, research ideas for future researcher.