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摘要 本次毕业设计主要是针对腾讯游戏“怪物猎人 Online”品牌推广做的营销传播策划全案。我们从市场调查分析开始，在对大量二手资料和一手资料进行阅览和调查后，对怪物猎人 Online 进行了全面系统的分析，进而得出 SWOT分析，为后续精准定位和品牌形象塑造提供依据。接着，为怪物猎人 Online 制定整合营销战略，继而通过一系列沟通推广策略，为怪物猎人 Online 制定一份独具特色的整合营销传播方案。 通过前期的市场调查，我们发现国内消费者对于网络游戏的需求日益增长，且对游戏品质的要求越来越高，而目前市场上的游戏产品大多鱼龙混杂、制作水平良莠不齐，且产品同质化现象严重，难以达到消费者的要求。怪物猎人 Online 作为一款延续多年经典、推陈出新的游戏，既开国内狩猎类动作游戏先河，又满足了消费者对高品质游戏的要求。以此为出发点，我们将产品定位为“国内第一款顶尖品质狩猎题材的网络动作类游戏”。并在此基础上进行怪物猎人 Online 品牌形象定位，并以此为基础进行了品牌形象设计。 基于以上分析，我们为怪物猎人 Online确立了“狩魂不熄”的传播主题，并分阶段开展传播活动。针对老用户，以延续怪物猎人正统风格为出发点，强化核心玩家对于怪物猎人Online 品牌的认可度与归属感，增加用户粘合度；针对新用户，合理利用腾讯游戏本身雄厚的实力吸引新玩家，在国内尚属空白的狩猎题材的动作类网络游戏市场抢占先机，力求在怪物猎人 Online 发行之际，将其打造成为国内狩猎题材的动作类网络游戏市场主流力量。 36351
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毕业论文键词：怪物猎人Online ；网络游戏；品牌形象 ；营销传播
ABSTRACT This graduation project is a marketing communication planning case mainly aimed at Tencent games Monster Hunter Online branding. We start with market research, after reading and investigating lots of primary data and secondary data, we get a systematic analysis of the Monster Hunter Online, then come to the SWOT analysis, which provide the basis for subsequent precise positioning and brand imaging. And then, integrated marketing strategy for Monster Hunter Online, then through a series of communication and promotion strategies, set for Monster Hunter Online a unique integrated marketing communications plan. Through market research, we found that the consumer demand for online games and demand for the quality of games consistently increasing in China. Though gaming products on the market today are mostly good, make are not level, and product homogenization is serious, which is difficult to meet the requirements of consumers. Monster Hunter Online as a classic go on for years，which is always creating, aside from the hunting action online game pioneer, but also to meet consumer demands for high quality games. Taking this as a starting point, we position the product as "China's first top-quality hunting-themed online action games". And Monster Hunter Online based on brand positioning and brand image design is made on this basis. Based on the above analysis, we have set for Monster Hunter Online " the soul of hunting will never put out" theme of transmission, and dissemination activities carried out in stages. For old user, to continued Monster Hunter Orthodox style for starting point, strengthened core players for Monster Hunter Online brand of recognized degrees and belonging sense, increased user bonded degrees; for new user, reasonable using Tencent game itself strong of strength attract new players, in domestic is blank of hunter theme online game market preemption opportunities, before Monster Hunter Online reach onto the market, will its build became domestic hunter theme online game market mainstream power.
Keywords: Monster Hunter Online， Online game ，Brand， Marketing Communication