The Study Of "OVERWATCH" Based On Brand Building And Communication Strategy

While the development of the Internet has brought science and technology conveniences to mankind,it has also promoted the development of digital game.As a part of digital games,online games meet the real needs people who cannot get in the real world.It has also bringing the spirit of reality which cannot provide incentives.Compared to the mature European and American gaming market,although the market size and share of online games in China are high at this stage,its industry structure is not yet mature.The brand value of game enterprise and products are still in infancy.Being a customer-based brand asset emphasizes a positive brand image of the business and the product,how to brand positioning,brand communication,brand marketing,online games companies should pay more attention to their own brand competitiveness.By using questionnaire,case study and literature research,combining with the author's personal game experience to occupy part of the Chinese market.Besides,sharing overseas game company Blizzard Entertainment as a foothold to systematically analyze the business and game brand development status.Combined with the hot game"OVERWATCH" brand communication as the research center of gravity in the global market to study its brand building and dissemination of the status quo and deficiencies in search of online games' brand building ideas.The dissertation is consisted of five chapters.The first chapter is the introduction,which includes the source and significance of the topic,the research status at home and abroad,the research contents and methods,the theoretical framework.Domestic and foreign research status Selected articles related to this article,from the game case,online game brand and consumer behavior.The theoretical framework includes the theory of brand equity and consumer behavior patterns.The second chapter starts with the current situation of Blizzard Entertainment's brand development,The first part sorts out the development process of its corporate brand from four aspects:brand development concept,brand ecosystem,brand equity and brand extension.In the second part,based on the survey results collected by the author based on BlizzardEntertainment's corporate brand building,Age,gender,consumption frequency and other aspects of consumer behavior analysis,put forward the conclusions of the study,emphasizing the necessity of brand building.The third to fifth chapters are the key chapters of this article.Combined with the second survey of "OVERWATCH",the third chapter takes Blizzard Entertainment's popular game "OVERWATCH" as a case,first describes its development process,then from the product,communication strategy,consumer shaping three perspectives,the Game branding specific analysis of the reasons for its success.The fourth chapter points out the problems faced by the"OVERWATCH" brand marketing from the aspects of brand strengthening and brand communication in the mid-development stage.The fifth chapter summarizes the success and fault of "OVERWATCH"from the four perspectives of consumers,brand cognition,brand image and brand long-term planning,and puts forward to the suggestion that suits the development of "OVERWATCH" and the enlightenment to the online games in China.