摘要随着互联网技术的迅速发展，网络游戏依赖强大的载体得到持续性地蓬勃发展，未来发展潜力依然广阔。尤其是新网络环境、新网络技术以及宽带技术的出现，更进一步促进网络游戏产业的发展。作为国内最大的互联网综合服务提供商，腾讯公司一直以来都非常重视在网络游戏领域的研发和投入，采用自主研发、代理合作以及联合运营三种方式塑造了国内多个成功的网络游戏品牌。其中，英雄联盟作为新一代网络游戏的代表，近几年更是在国内掀起竞技游戏的浪潮，给予传统网络游戏巨大的冲击压力，2013年3月10日全球同时在线人数突破500万人，超越《魔兽世界》成为全球第一网络游戏，成为腾讯公司新一代的增值产品，得到社会公众广泛的品牌知名度。但是，随着外部环境的变化、消费者娱乐需求的升级、产品自身的优化调整，英雄联盟的品牌运营策略面临着很大的挑战。因此，本文以腾讯公司的“英雄联盟”品牌作为研究对象，就其品牌策略现状和问题展开分析，提出优化方案，以更多其他同类型网络游戏的发展提供借鉴和帮助。关键词：腾讯公司；网络游戏；英雄联盟；品牌策略ABSTRACTWiththerapiddevelopmentofInternettechnology,onlinegamesrelyonastrongcarriertoobtaincontinuingtoflourishstillvastpotentialforfuturedevelopment.Especiallythenewnetworkenvironment,theemergenceofnewnetworktechnologyandbroadbandtechnology,andfurtherpromotethedevelopmentoftheonlinegamingindustry.AsthelargestintegratedInternetserviceproviderTencenthasalwaysattachedgreatimportanceinthefieldofonlinegamedevelopmentandinvestment,theuseofindependentresearchanddevelopment,agencycooperationandjointoperationsarethreewaystocreateanumberofsuccessfuldomesticonlinegamebrands.Amongthem,LeagueofLegends（LOL）astherepresentativeofanewgenerationofonlinegamesinrecentyearsisinthecountrysetoffawaveofcompetitivegames,traditionalonlinegamesgiveahugeimpactpressure,March10,2013theglobalnumberofconcurrentusersexceeded500million,surpassing"WorldofWarcraft"hasbecometheworld'sfirstonlinegamecompanyTencentbecomethenextgenerationofvalue-addedproducts,togivethepublicawiderangeofbrandawareness.However,withchangesintheexternalenvironment,upgradetheentertainmentneedsofconsumers,theproductitselfoptimaladjustmentLeaguebrandoperationstrategyisfacinggreatchallenges.Therefore,thisarticleTencent'sLOLastheresearchobject,basedontheproductpositioningandfunctionalityusingSWOTanalysisofthedevelopmentstageoftheLeagueofLegendstoanalyze,tostudyitscurrentbrandstrategy,identifyproblemsandsolveproblemforthedevelopmentofmoreothersimilaronlinegamesprovidereferenceandhelp.Keywords:tencent;onlinegames;leagueoflegends;brandstrategy目录摘要......................................................................................................................................IABSTRACT..........................................................................................................................II绪论......................................................................................................................................1一、竞技类网络游戏理论概述............................................................................................1（一）竞技类网络游戏的概念......................................................................................1（二）竞技类网络游戏主要类型..................................................................................1二、国内外竞技类网络游戏品牌策略研究现状................................................................2（一）国外竞技类网络游戏品牌策略研究现状........................................
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