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网络游戏消费者行为的品牌经济分析——基于对“偷菜”游戏的分析
引用本文:吕承超,孙曰瑶.网络游戏消费者行为的品牌经济分析——基于对“偷菜”游戏的分析[J].上海商学院学报,2011,12(3).
作者姓名:吕承超  孙曰瑶
作者单位:山东大学经济学院,中国济南,250100
摘    要:网络游戏偷菜在短时间内迅速流行,广大网民对其趋之若鹜。本文从品牌经济学角度分析网络游戏偷菜快速流行的内在原因,找到其目标顾客,构建需求和消费者行为模型,论证其品牌的内在驱动力,最后通过品牌持续度模型,证明该游戏品牌会持久存在。

关 键 词:品牌经济学  品类  品牌持续度  品牌信用度  

A Brand Economics Analysis of the Behavior of Online Games Consumers
Authors:LU Chengchao & SUN Yueyao
Institution:LU Chengchao & SUN Yueyao(School of Economics,Shangdong University,Jinan 250100,China)
Abstract:The online game stealing vegetables became popular almost overnight and so many Internet users were mad about it.From the viewpoint of brand economics,this paper analyzes the underlying reasons for its success which include successful targeting of its customers,demand building and creation of consumer behavior model.The paper also demonstrates the inherent driving force of the brand,and proves,by using the brand sustainability model,that the game brand will last long.
Keywords:brand economics  category  brand sustainability  brand credit degree  
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