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Analysis of China's Digital Game Publicity Mode Based on Rooting Theory
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- 발행기관
- 국제인공지능학회(구 한국인터넷방송통신학회) 바로가기
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- 간행물
- The International Journal of Advanced Smart Convergence 바로가기
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- 통권
- Volume 14 Number 2 (2025.06)바로가기
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- 페이지
- pp.160-179
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A470051
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- We applied grounded theory to investigate the current landscape of China’s digital game publicity in the context of rapid media convergence. Although the market scale and cultural influence of Chinese digital games are expanding, they face critical challenges such as content homogenization, fragmented communication channels, and weak user participation. Through open, axial, and selective coding of multi-source textual data, we identified core issues across communication subjects, audiences, content, media, and evaluation. We then developed a strategic model that incorporates personalized content, IP-driven narratives, target audience segmentation, diversified communication agents, multimedia integration, and effectiveness assessment. Our findings highlight a disconnection between communication efforts and user expectations, underscoring the need for systemic innovation. This study not only expands the theoretical framework of game publicity under media convergence but also provides actionable strategies to enhance brand competitiveness and cultural resonance. Our proposed model offers valuable insights for the sustainable development of China’s digital game industry in global markets.
목차
Abstract
1. Introduction
2. Theoretical Basis
2.1Theory of media convergence
2.2 Characteristics of Digital Game Promotion Strategies
3. Research Design and Study Analysis
3.1 Research methodology
3.2 Sample and data collection
3.3 Research analysis
4. Problems Facing China’s Digital Game Publicity and Strategies For Responding To Them
4.1 Problems Facing Digital Game Publicity in China
4.2 Research on China's game publicity strategy
5. Conclusion
REFERENCES
키워드
Grounded Theory Media Convergence Digital Games Brand Communication Cultural Narrative저자
간행물 정보
발행기관
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- 발행기관명
- 국제인공지능학회(구 한국인터넷방송통신학회) [The International Association for Artificial Intelligence]
- 설립연도
- 2000
- 분야
- 공학>전자/정보통신공학
- 소개
- 인터넷방송, 인터넷 TV , 방송 통신 네트워크 및 관련 분야에 대한 국내는 물론 국제적인 학술, 기술의 진흥발전에 공헌하고 지식 정보화 사회에 기여하고자 한다.
간행물
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- 간행물명
- The International Journal of Advanced Smart Convergence
- 간기
- 계간
- pISSN
- 2288-2847
- eISSN
- 2288-2855
- 수록기간
- 2012~2025
- 십진분류
- KDC 326 DDC 380
이 권호 내 다른 논문 / The International Journal of Advanced Smart Convergence Volume 14 Number 2
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