英雄联盟网络游戏产业策划报告.doc

目 录一、企业简介···············································································1二、产品特性分析········································································12.1 免费的进入门槛········································································12.2 丰富的游戏内容·······································································12.3 不断地更新细节·······································································22.4 照顾新手玩家··········································································22.5 关注女性玩家··········································································2三、营销环境分析········································································23.1 外部环境分析···········································································23.1.1 网络游戏市场概述································································23.1.2 政治与法律因素···································································33.1.3 行业产业链结构分析·····························································33.1.4 消费者行为分析···································································53.2 内部环境分析···········································································73.2.1 消费者行为分析···································································73.2.2 产品组合分析······································································83.2.3 企业文化分析······································································8四、营销机会分析·········································································84.1 潜在客户群··············································································94.2 产业链的延伸···········································································94.3 相关活动扩展···········································································9五、营销战略制定········································································105.1 市场细分················································································105.2 目标市场················································································115.3 市场定位················································································12六、营销策略制定········································································12 6.1 产品······················································································126.1.1 建立游戏自带录像系统·························································126.1.2 建立网速测试系统·······························································136.2 定价······················································································146.3 渠道······················································································146.3.1 建立金牌网吧·····································································146.3.2 与出版业建立合作·······························································146.3.3 与视频网站合作···································································156.3.4 与制造业的合作···································································156.4 促销·······················································································15七、财务预算················································································16八、可行性分析············································································178.1 方案的实施背景········································································178.2 营销方案的内容········································································178.3 市场反馈评估···········································································171一、企业简介提到《英雄联盟》 （League of Legends，简称 LOL）这款游戏就不得不提到两个公司：Riot Games 和腾讯。

Riot Games，成立于 2006 年，是一家美国网游开发商，最初只是由几个dota 死忠组成的一个小团队，其中包括被称为羊刀的 Steve Guinsoo——dota 的创始人之一，另外两名核心成员为 Dota-All Stars 社区创始人 Pendragon 和《魔兽世界》游戏策划、 《魔兽争霸 3》数值平衡策划 Tom2008 年 Riot Games 引入腾讯、Benchmark Capital 及 Firstmark capital 作为投资者，融资 800 万美元，开始了《英雄联盟》的研发，2011 年 9 月 22 日， 《英雄联盟》在国内正式公测如今，凭借这款游戏， Riot Games 已成为全球领先的开发商和发行商，为专业玩家提供高品质的网络游戏及相关服务2012 年 10 月 12 日，Riot 宣布，该游戏全球最高同时突破 300 万，总注册账户超过 7000 万腾讯，成立于 1998 年 11 月，是目前中国最大的互联网综合服务提供商之一，也是中国服务用户最多的互联网企业之一成立十多年以来，腾讯把为用户提供“一站式生活服务”作为战略目标，提供互联网增值服务、移动及电信增值服务和网络广告服务。

2010 年，看到了电子竞技前景的腾讯获得了《英雄联盟》的代理权，并于 2011 年 2 月份花费 27 亿人民币收购了 Riot Games92.78%的股份，完成此次交易后，Riot Games 成为腾讯控股的首家美国公司，仍由原创始人及管理团队全权负责，独立运作二、产品特性分析2.1 免费的进入门槛和其早期的竞争对手《星际争霸 2》相比，LOL 是一款完全由热心粉丝支持的游戏玩家可以花 1 万个小时来体验想要的内容的每一个细节，并且不需要支付一分钱相反，很多人主动消费，因为他们或者被游戏所吸引，希望尽快解锁一切，或者更通常的情况是，他们通过这款游戏获得了很多的乐趣所以觉得像欠了 Riot 的债2.2 丰富的游戏内容LOL 最突出的创新在于丰富而人性化的系统天赋系统、匹配系统、平台系统、符文系统、观战模式、召唤师技能等都为游戏玩家提供了非常丰富的游2戏体验，而安全、惩戒机制也成功解决了挂机泛滥和中途退出的情况同时，LOL 最大的卖点在于英雄，在每周的更新中，英雄被不断的重新加工，英雄数量也从最初的 30 多个发展到现在的 100 多个，同时，设计师为英雄们设计了丰富的皮肤，满足不同玩家的审美要求，这恰为其他同类游戏所忽略。

2.3 不断地更新细节LOL 公测以来不断推出新的英雄和版本升级，公司还聘请专门的作曲家来制作恢宏的登陆音乐或者花上数周时间为新皮肤研究图案和动画效果这些小细节显示了游戏非常专注于他们的粉丝2.4 照顾新手玩家对于新玩家，LOL 简化了操作，比如英雄固定为 4 个按键等，使得上手更加容易，电竞群体也得以扩大，但是易学难精目前，这一点已为 DotA2 所采用2.5 关注女性玩家LOL 有一个不应忽视的特色——针对女玩家与新手的改良，LOL 中的英雄，含有卡通风格，更容易让女玩家接受据腾讯统计，LOL 中女玩家的比例在竞技游戏中位列前茅，超过 10%一项研究表明，在 RPG 游戏中，一名女玩家平均带来 5 名男玩家在竞技游戏中，也能带来 2~3 名男玩家，即 LOL 总数的20%~30%三、营销环境分析3.1 外部环境分析3.1.1 网络游戏市。