电竞行业在我国的推广与发展研究——以《英雄联盟》为例游戏竞技专业.doc

摘 要 21世纪，发达的电子网络技术使电竞产业成为全球娱乐产业的佼佼者。在零三年正式划为第99个体育项目，市场环境状况是一片大好，大量巨资企业金钱流入网络游戏市场。同时它也帮助体验者很好的成长，各方面能力也有所提升。尤其在现在这个信息时代。 本文针对电子竞技很多相关方面的阐述，经过认真研究看到国内的电子竞技产业一直不能够形成规模以及其他问题。文中分析国内电子竞技行业很多的方方面面。全文分五个部分：其中主要部分在于对电子竞技基础概况、相关赛事品牌、赛事现状、电竞产业链、电竞用户等的研究分析阐述，同时整理出电子竞技在我国发展与推广存在的各种问题，提出建设性的对策方法。然后就具体的《英雄联盟》这一电竞在国内推广与发展策略进行分析，从而研究国内的电子竞技行业在现有的市场下如何推广与发展。 关键词：电子竞技； 电竞赛事； 电竞产业链； 英雄联盟 ABSTRACT In the 21st century, the developed electronic network technology make the e-sports industry become the global entertainment industry leader.Officially classified as the 99th sport in three years, is a good market environment condition, a lot of money money into online game market.It also helps to experience good growth at the same time, various aspects ability are also improved.Especially in the information age now. E-sports many related aspects, the author of this paper, after studying carefully see domestic of e-sports industry has not been able to form scale, and other issues.This paper analyses the domestic many aspects of e-sports industry.The full text is divided into five parts: the main part of e-sports basic situation, the brand, the present situation of the event, e-sports industry chain, e-sports user research analysis, at the same time compiled esports all sorts of problems existing in the development and promotion, puts forward constructive countermeasures and methods.Then specific "hero alliance" e-sports in the domestic promotion and development strategy is analyzed, and research of domestic e-sports industry under the existing market how to promotion and development. Key words: E-sports; Tournament; E-sports industry chain; Hero alliance 目 录 1. 绪论….................................................................................................6 1.1 研究背景............................................................................................6 1.2 研究内容与研究方法…....................................................................6 1.3 文献综述............................................................................................6 2． 电子竞技的概述…............................................................................7 2.1 电子竞技的定义与分类…................................................................7 2.2 电子竞技与网络游戏的区别…........................................................8 2.3电子竞技产业的发展现状…..........................................................8 2.3.1 电子竞技的产业规模…................................................................9 2.3.2 电子竞技的产业链……................................................................9 2.4 国内外对电子竞技的态度................................................................9 2.4.1 国外对电子竞技的态度…............................................................9 2.4.2 国内对电子竞技的态度……......................................................10 3 中国电子竞技行业发展与现状与分析.........................................10 3.1 中国电竞行业现状..........................................................................10 3.1.1 中国电竞用户高速增长..............................................................11 3.1.2 国内电竞行业产业链..................................................................12 3.1.3 内容制作为核心环节..................................................................12 3.2 中国电竞赛事现状..........................................................................13 3.2.1 电竞赛事助力游戏推广..............................................................13 3.2.2 移动端电竞赛事开始爆发..........................................................13 3.2.3顶级赛事投资聚集明显...............................................................14 3.3 中国电竞内容平台分析..................................................................15 3.4 中国电竞直播平台分析..................................................................15 3.4.1 行业爆发迅猛集中，市场格局渐趋稳定....................................15 3.4.2 直播用户规模保持持续增长......................................................16 3.4.3 泛娱乐化成为未来发展方向......................................................16 3.5 中国电竞用户分析..........................................................................17 3.5.1 男性用户是绝对主力………......................................................17 3.5.2 学历及职业分布…......................................................................17 3.5.3 观看电竞直播的原因..................................................................18 3.6 中国电竞行业发展趋势分析…………..........................................18 3.6.1 趋势一：电竞娱乐化……............................................................18 3.6.2 趋势二：行业制度化…................................................................18 4. 中国电子竞技产业发展中的问题…...........………………........19 4.1 电竞的社会支持力度不够，赛事面临赞助危机…......................19 4.2 顶级电竞赛事的观众已接近饱和 ...............................................20 4.3 电竞产业链不够成熟……….........................................................21 4.4 缺乏自主研发产品，产品内容生命周期有限….........................21 4.5 电子竞技人才的造血能力不足…….............................................22 4.6 电竞企业盈利模式单一，行业存在虚假繁荣…..........................22 5. 电竞在我国的推广对策…............................................................24