摘 要:随着中国全民网络时代的到来，网络游戏也成为了人们在网络中娱乐的一种主要方式。网络游戏的全面突起，加剧了各大国内外游戏企业的激烈竞争，目前面临的一个重要问题就是怎么充分满足消费者需求，以提高市场占有率，如何树立良好的品牌形象以获取可持续竞争优势。而同时网络的普及，2012年我国的网民已经到达5.36亿，其中有游戏经历的大约在2.亿左右，而游戏玩家的数量还在不断的增加。网游消费者这一特殊的消费群体无论是从数量上还是从购买能力上正受到越来越多的网络公司的关注，都想在网络游戏行业有所发展。网游消费已经成为网络消费上一个不可忽视的重要群体，了解网游消费者的消费行为对于占领网络游戏市场份额有着重要意义。同时网游消费者在一定程度上能代表网络消费的主要趋势，把握住网游消费者的行为偏好，也在一定程度上把握了未来网游的消费趋势，对于相关网游企业的战略制定也有一定的指导意义。

　　　本文以消费者行为学为基础，以市场调研为方法。以腾讯竞技类网游为例，对网游消费者行为进行分析，以点窥面，剖析目前竞技类网游的消费行为特点，给相关企业一个参考，为各网游游戏公司在营销策略的制定上提供一个依据，提高市场营销活动的效果。

关键词：消费者行为  网络游戏 营销策略

ABSTRACT:With China's national network era,The network game has become a main way for people to entertainment in the network.A comprehensive process of network game, exacerbated by the large fierce competition within the game companies,One of the most important issues currently facing is such as to satisfy the demands of consumers, to increase market share, how to set up a good brand image in order to obtain sustainable competitive advantage.But at the same time, the popularity of the Internet, China's Internet users in 2012 has reached 536000000, including game experience is about 200000000, while the number of still game player is increasing.Online consumers of this special consumer groups both in quantity and buying power is being more and more network company's attention, is to be developed in the network game industry.Online consumption has become an indispensable important groups of online consumption, consumer behavior of online consumers understand are important to capture the network game market share.The main trend at the same time, online consumers can represent the network consumption to a certain extent, to grasp the behavior of online consumer preference, make consumer trends in online games in the future to a certain extent, also have certain guiding significance for the formulation of relevant net swims the enterprise strategy.

　　　In this paper, the theory of consumer behavior based on market research, for the method. Tencent sports class online games as an example, carries on the analysis to the online consumer behavior, peeping in at present, analysis of consumer behavior characteristics of athletic games, a reference to the related enterprises, to provide a basis for the online game company in the formulation of the marketing strategy, improve the marketing activity effect.

Keywords:consumer behavior ；Online game；marketing strategy