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摘要近年来，国际数字娱乐产业已形成美、日、韩为主导的发展格局，其经验显示，要想推动数字娱乐产业发展，必须构造完整的数字娱乐产业链；打造数字娱乐产业的原创品牌战略；扩大受众群体，建立分类与分级管理制度；构建产、学、研合作的人才培养机制；营造数字娱乐产业发展的环境。本文对我国的数字娱乐产业研究的目的就在于点明我国在数字娱乐产业与大国的差距和存在的问题，并以此加强其整体性研究，拓展其研究深度。本论文从我国数字娱乐产业的现状和市场营销问题开始分析，根据美日韩三国数字娱乐产业格局的经验来得出能对我国数字娱乐产业产生促进作用的经验和启示，指出我国数字娱乐产业的发展方向和道路。并且以我国最大的数字娱乐产业公司——腾讯为例，着重分析解决我国数字娱乐产业普遍问题的方法，给其他行业以借鉴。最后本文得出要想发展好我国的数字娱乐产业我国必须从政府政策和市场的调控手段入手，从根本解决问题。23264
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毕业论文关键词：数字娱乐产业；数字娱乐营销；腾讯数字娱乐
Marketing Strategy of the digital entertainment industry
Abstract: In recent years , the international digital entertainment industry has formed the United States, Japan, South Korea led development pattern, which experience has shown that , in order to promote the development of the digital entertainment industry , we must construct a complete digital entertainment industry chain ; create original digital entertainment industry brand strategy ; expanding audience, establish classification and grading management system ; build industry, academia, research and personnel training mechanism of cooperation ; create an environment of digital entertainment industry. The purpose of this paper, the digital entertainment industry research lies in the gap between our country and highlighted problems in the digital entertainment industry and the major powers , and thus enhance its overall research and expand its research depth. In this paper, the status of the digital entertainment industry and marketing problems began to analyze the experience of the United States and Japan and South Korea the pattern of the digital entertainment industry to come to our country can produce digital entertainment industry promoting experience and enlightenment, pointing out the direction of development of China's digital entertainment industry and roads. And with China's largest digital entertainment industry companies - Tencent, for example, focuses on analyzing and solving the problem of the digital entertainment industry in general approach to other industries to learn from. Finally, we come to our country in order to develop the digital entertainment industry must start from our government policies and market control means , fundamentally solve the problem.
KeyWords：Digital entertainment industry; digital entertainment marketing; Tencent Digital Entertainment
目 录
摘 要 •2
引 言 5
一、 数字娱乐产业概述 6
（一） 数字娱乐产业的定义界定 6
（二） 数字娱乐产业的定位 6
（三） 中国数字娱乐产业发展现状 7
（四） 中国数字娱乐产业研究成果概述 7
二、 中国数字娱乐产业市场营销问题 9
（一） 品牌企业缺乏制约技术提升和突破 9
（二） 高层次人才不足致使产业后劲乏力 9
（三） 资金不足成为产业发展瓶颈 9
（四） 产业链尚未形成不利于纵深发 10
（五） 战略定位不明致使产业发展缺乏主线 10