Study On Brand Building Strategies Of Client Games, Illustrated By The Case Of Tencent League Of Legends

In2012, with the major domestic online game company earnings have been announced,the client network support the old online games giant Shanda recession caused by the gameindustry questioned the traditional client network and confused. However, although theweakness of traditional client game，it is undeniable that the end of the tour the income scaleand market share is still far ahead of the the page tour and hand travel market segments.Therefore, the industry also agreed that is not completely disappearing, as long as theappropriate adjustment, is undoubtedly promising. Based on "side tour weak" this backdrop,the domestic online game industry leader Tencent games as the research object, and its nowthe most popular client game "Heroes Union" as a case, a systematic analysis of theexpectations from the brand shaping the angle of the confusion in the client network referencevalue.The specific ideas described as follows: In the first chapter the author of this study isinterested in background, significance, as well as the past, domestic and foreign researchliterature review; prior to entering Tencent case analysis, the need for the gaming industrybrand ecosystem-based understanding, in the second chapter, the author will be highlyrepresentative of the United States Blizzard Entertainment and NetEase game representingEurope and the United States and the domestic online game industry, from the three levels ofthe products, channels and marketing strategies for online games industry at home and abroadbranding is to sort out; have some understanding of the industry as a whole brand ecologicalChapter from the Tencent brand concept and image of the game, the four dimensions of theecosystem, the connotation of the brand to expand its brand equity, Tencent game as a wholebrand is to sort out; understand the status of the entire Tencent game brand, in Chapter clientTencent2011game masterpiece "Heroes Union" as a case of its successful branding systemdepth and systematic resolution; in the fifth chapter, we will combine the two chapters,Tencent game overall branding extraction and the merits of the "Heroes Union" brand system,and ultimately generate a universal brand troubled client game and shaping system; Finally, inthe sixth chapter, the author would make the summarization.