摘要:我国网络游戏出口作为近年来新兴的对外贸易商业模式，占据技术研发等产业价值链的上游环节，逐渐朝着高端领域大规模产业化的趋势发展。本文分析了我国网络游戏主要出口类型，目的市场分布及营销模式，并透过现状深入探讨网络游戏出口产品结构不合理，海外市场缺乏统一的规划，主要海运营模式遇到阻碍及人才短缺四个方面的问题。结合所学的国际贸易知识，从政府角度呼吁为网络游戏出口的发展提供政策上的支持引导及人才方面的培养，并从企业角度出发提出了整合各国优秀文化，提高产品创意，细分海外市场，带动附属产业的发展提高出口的空间，中小型企业联合、兼并有关企业，注重网络游戏的海外推广的建议。
关键词： 网络游戏出口，出口的运营模式，出口的目标市场
Abstract:Chinese online game exports tends to move towards the trend of high-end large-scale industrialization, as one of the emerging foreign trade business model, taking a large account of technology research and development of the industry value chain upstream. This dissertation, firstly, from the economic point of view of international market, make a deep research through both the development background and the marketing channel of online game exports, pointing out some problems, such as unreasonable product structure, imbalance of oversea marketing, shortage of talents and so on. Secondly, combine with the knowledge of international trade model, starting from the business perspective is proposed to integrate the excellent culture of the countries, product ideas, broken down in overseas markets, and improve the development of subsidiary industries to expand export online games space, focusing on the recommendations of the overseas promotion of the network game, and finally, from the point of call for the development of online game exports to provide policy support and talent cultivation.
Key words： Network game export, operation mode, target market
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