SlideShare ist ein Scribd-Unternehmen logo
1 von 33
Downloaden Sie, um offline zu lesen
2010 年中国网络游戏人群分析 —— iResearch&Tencent
2010 腾讯网络游戏白皮书研究背景 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2010 腾讯网络游戏白皮书研究背景 区别于传统研究的说明
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],网民喜欢玩的游戏类型
中国网民玩游戏的诉求分析( 1 ) ,[object Object],红色字体是影响因素,蓝色字体是游戏类型,因素和游戏距离越近,说明这类因素对游戏选择影响越大
[object Object],中国网民玩游戏的诉求分析( 2 ) 简单讲解因子(游戏动机)的含义 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
人群细分 ,[object Object],安逸闯关族: 24.4% 团队精深族: 21.3% ……
六类典型游戏用户描绘 竞技挑战族 - 动作类,射击类的 FANS 团队精深族 - 魔兽,膜拜 时尚休闲族 - 青睐音乐舞蹈类游戏 安逸闯关族 -  棋牌与网页游戏是最佳选择 轻松求伴族 - 向往东方武侠的携手江湖 沉浸乐控族 - 回合制游戏的沉迷者
渗透率 10.2% 竞技挑战族 - 动作类 , 射击类的 FANS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
竞技挑战族 - 动作类 , 射击类的 FANS “ +” 部分语句,表示该族群表现高于全体,“ -” 部分语句,表示该族群低于全体,顺序按 TGI 从大到小排列
渗透率 20.1% 时尚休闲族 - 青睐音乐舞蹈类游戏 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
时尚休闲族 - 青睐音乐舞蹈类游戏 “ +” 部分语句,表示该族群表现高于全体,“ -” 部分语句,表示该族群低于全体,顺序按 TGI 从大到小排列
安逸闯关族 - 棋牌与网页游戏是最佳选择 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],渗透率 24.4% ,[object Object],[object Object],[object Object]
安逸闯关族 - 棋牌与网页游戏是最佳选择 “ +” 部分语句,表示该族群表现高于全体,“ -” 部分语句,表示该族群低于全体,顺序按 TGI 从大到小排列
团队精深族 - 魔兽,膜拜 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],渗透率 21.3% ,[object Object],[object Object]
团队精深族 - 魔兽,膜拜 “ +” 部分语句,表示该族群表现高于全体,“ -” 部分语句,表示该族群低于全体,顺序按 TGI 从大到小排列
渗透率 9.5% 轻松求伴族   - 向往东方武侠的携手江湖 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
轻松求伴族   - 向往东方武侠的携手江湖 “ +” 部分语句,表示该族群表现高于全体,“ -” 部分语句,表示该族群低于全体,顺序按 TGI 从大到小排列
渗透率 14.6% 沉浸乐控族   - 回合制游戏的沉迷者 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
沉浸乐控族   - 回合制游戏的沉迷者 顺序按 TGI 从大到小排列,该族群显著特征主要为高于全体的语句
[object Object],人群细分小结 -1 竞技挑战族 时尚休闲族 安逸闯关族 团队精深族 轻松求伴族 沉浸乐控族 游戏动机 挑战、刺激 审美、休闲 消磨时间、随波逐流 品质、团队 消遣、交友 体验、掌控 游戏行为 练习技巧,自我超越 放松、娱乐、交流 独自玩、免费倾向强烈 求知、冒险、团队合作 交友,和伴侣共同完成任务 追求游戏成就感、征服、表现另一个自我
[object Object],人群细分小结 -2
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],营销的核心力量:游戏引领者 ,[object Object],[object Object],游戏引领者定义
全体用户 / 游戏引领者的营销形式选择 — 异业合作受欢迎 ,[object Object],[object Object]
全体用户 / 游戏引领者的营销形式选择 — 视觉吸引很重要 ,[object Object],[object Object]
全体用户 / 游戏引领者的广告媒体选择 — 互联网是接触人群的首选媒体 ,[object Object],[object Object]
全体用户 / 游戏引领者的地推形式选择 — 现场玩家互动最有效 ,[object Object],[object Object]
全体用户 / 游戏引领者的促销形式选择 — 奖金和道具最受欢迎 ,[object Object],[object Object]
网络游戏营销建议 ,[object Object],[object Object],[object Object],[object Object],把握全体用户特点,并优先考虑游戏引领者喜好!

Weitere ähnliche Inhalte

Empfohlen

Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationErica Santiago
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellSaba Software
 

Empfohlen (20)

Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them wellGood Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
 

腾讯艾瑞2010年中国网络游戏人群分析报告