摘要：互联网改变了我们很多的发展方向和对事物的认知方式，网络游戏在互联网这平台上得到了飞速的发展。作为90后的都曾花费过一些精力和时间在各种不同的游戏上面，因此对于网络游戏的体验和想法也会有比较深入的了解。网络游戏在中国这人口巨大的市场中，发展前景将是一片光明，从而将会有大量企业和资本涌入网络游戏市场。伴随着这些企业和资本不断地流入这一行业，从而更加快速的改变了游戏市场的竞争规则，这些巨大的改变都会成为所有游戏厂商共同关注与思考的问题。81261

在如今市场经济环境之下，众多的游戏厂商如何去瓜分网络游戏这块巨大的蛋糕，就需要考验到各游戏厂商各方面的因素，而游戏的营销策略却成为了这些因素中重要的基石。

本文将通过对网易公司旗下于2016年推出的一款游戏《阴阳师》的现状与发展趋势为起点，以其发展历程为时间节点，从而对其营销策略进行解读、分析与研究，并发掘其营销策略的深层次知识，从而提出相关的合理性建议。

毕业论文关键词：网络游戏；发展现状；网易游戏公司；《阴阳师》 ；营销策略

The Marketing Strategy And Analysis Of Online game “yin Yang Shi “

Abstract：The Internet has changed many of our direction of development and the way things are perceived, online games in the Internet platform has been rapid development。 As 90, have spent some energy and time on a variety of different games, so for the online game experience and ideas will have a more in-depth understanding。 Online games in China's huge population market, the prospects for development will be bright, so there will be a large number of enterprises and capital influx of online game market。 Along with these enterprises and capital continued to flow into the industry, and thus more rapidly changing gaming market competition rules, these are great change will become a common concern of all the game makers and thinking problems。   

    Now under the environment of market economy, many game manufacturers how to carve up the network game this huge cake, you need to test all aspects of the game manufacturers, and game marketing strategy has become an important cornerstone of these factors。

The current situation and development trend of the company's WangYi in 2016 launched a game "Yin Yang Shi"as the starting point, in the development process for the time node, so as to analyze and study the interpretation of its marketing strategy, and explore the deep-seated knowledge of its marketing strategy, and put forward reasonable suggestions related。

Key words: online game; development status; WangYi game company; "Yin Yang Shi"; marketing strategy

目录

引言 1

一 、网易游戏阴阳师背景介绍 2

（一） 网易公司简介 2

（二）《阴阳师》简介 2

（三） 阴阳师发展现状 2

二、 网络游戏营销策略 4

（一） 网络游戏市场细分 4

（二） 网络游戏主要营销策略 4

1。产品策略 5

2。定价策略 5

3。分销渠道策略 6

4。促销策略 6

三、阴阳师营销策略分析 7

（一）《阴阳师》前期营销推广