网络游戏消费者行为的品牌经济分析——基于对“偷菜”游戏的分析

A Brand Economics Analysis of the Behavior of Online Games Consumers

网络游戏"偷菜"在短时间内迅速流行,广大网民对其趋之若鹜。本文从品牌经济学角度分析网络游戏"偷菜"快速流行的内在原因,找到其目标顾客,构建需求和消费者行为模型,论证其品牌的内在驱动力,最后通过品牌持续度模型,证明该游戏品牌会持久存在。

The online game ＂steaiing vegetables＂ became popular almost overnight and so many Internet users were mad about it. From the viewpoint of brand economics, this paper analyzes the underlying reasons for its success which include successful targeting of its customers, demand building and creation of consumer behavior model. The paper also demonstrates the inherent driving force of the brand, and proves, by using the brand sustainability model, that the game brand will last long.