腾讯公司网络游戏运营策略分析.pdf

腾讯公司网络游戏运营策略分析 摘 要 从 2000 年开始，即网络游戏初登国内市场，由于当时带宽和上网费用的限 制并没有立刻风靡全国，而在短短的一年之后，大量的网络游戏开始上场，国内 的网络游戏市场突然之间就火爆起来。目前，网络游戏的收入规模已经远远超过 传统的三大娱乐内容产业——电影票房、电视娱乐节目和音像制品发行的收入， 成为中国互联网经济发展的“火车头”。 我国主要网络游戏企业多为上市公司，现金流充足，从财务报表和服务器端 数据来看，金融危机爆发至今，全国主要网络游戏企业增长态势未减，多数企业 对网络游戏出版产业的持续发展充满信心。而一个网络游戏的成功与否，都是与 代理公司的运营策略是分不开的。 本文主要以现阶段国内网游行业比较突出的运营公司腾讯为切入点，从企业 的运营策略出发，在市场的大背景之下，分析这些策略的优势，对游戏行业的进 一步发展提供借鉴和参考。 关键词：腾讯，网络游戏，运营策略 III 腾讯公司网络游戏运营策略分析 Abstract Online PC Game appeared in China in 2000, but it didn’t spread all over the country at once because of the limited bandwith and the high cost of Internet. Just one year later, a great mount of Online Games came on, and the market of Online Game boomed suddenly. Currently, the scale of online game revenue has far exceeded the three traditional entertainment industry - film at the box office, television entertainment programs and audio-visual products distribution of income, the fastest development of Chinas Internet economy. Chinas major online game companies, mostly listed companies, cash flow adequacy, from the financial statements and server-side data, since the financial crisis, the nations leading online game company growth is not reduced, the majority of business-to-online game publishing industry is full of sustainable development Confidence. The success of a network game, are related to the agencys operating strategy are inseparable. The purpose of this article is to study the development of Chinese Online Game Industry and conclude some strategies. In this paper, to present the more prominent domestic online games industry operators Tencent as the starting point of de