摘要移动终端游戏俗称手机游戏，因其在全球范围内广泛流行，被称之为给予移动互联网及传统游戏行业的杀手级应用。2012年起，手游市场的竞争日益激烈。除了在手游本身的产品品质上进行研发提高竞争力，市场宣传与推广工作也十分重要，众多游戏厂商选择在“手游周边”这一领域发力。87963

所谓手游周边，通常指手游版权所有者开发或授权开发的与手游内容相关的实物产品。通过“团购”这一商业模式，实现了手游周边买卖双方互惠互利共赢的目标。

“团购”与“手游周边”相结合，构成一个庞大的产业链，这个产业链在为手游厂商带来手游以外丰厚利益的同时，也把手游和制造业等传统行业紧密相连，推动整个连带产业共同向前发展。

ABSTRACT Mobile games are widely popular across the globe, is called to give mobile Internet killer application。 The mobile game market competition is increasingly fierce since 2012。 Marketing and promotion is also very important to improve competitiveness expect improve the quality of mobile game, many game companies choose in the field of “mobile games derivatives”。 

The so-called mobile game derivatives, usually refers to the mobile game of the copyright owner or authorized development and mobile game content related to the physical products。 Through the business model of "bulk", the realization of his hands to swim around the buyers and sellers mutual reciprocity and mutual benefit and win-win goal。 

"Group purchase" and "mobile game derivatives" form a huge industrial chain。The chain outside bring mobile game for mobile game makers of generous benefits at the same time, also handle swim close to the traditional industries such as manufacturing, push forward the whole joint industry。     

毕业论文关键词：手游； 周边市场； 团购； 营销效果

  Keyword: Mobile game；Derivatives Market；Group purchase；Marketing effect

目    录

1。引言 4

1。1 研究背景 4

1。3 研究内容和方法 6

1。4 研究创新点 7

2。手游周边市场分析 8

2。1手游周边的分类 8

2。2手游周边外部环境分析 9

2。3周边行业的市场状况 11

2。4中国手游周边行业的发展特征 12

2。5手游周边行业竞争力分析-SWOT分析 13

3。团购的电商营销模式分析 13

3。1团购的概念 13

3。2团购的影响因素 14

3。3团购的盈利模式 15

3。4其他电商营销模式分析 16

3。5团购在手游周边市场的应用 16

4。 手游周边团购案例应用研究 17

4。1手游周边团购成功案例 17

4。2《天下HD》“大荒团购节”官方团购案例 17

4。3《阴阳师》自发性周边团购案例 21

4。4其他手游相关周边团购案例 27源-于,优Y尔O论U文.网wwW.youeRw.com 原文+QQ75201,8766