摘要：《龙之谷》是盛大在2010年代理运营的一款韩国3D卡通魔幻风格的动作网络游戏。它不仅曾经是盛大游戏旗下最好的创收产品，同时也是盛大游戏在当年赴美上市后发布的首部大型游戏作品，由此可以看出《龙之谷》的意义非凡。 但就是这样一款成功的游戏，却陷入了营收与在线人数双双下滑的窘境。我从文睿与多玩这两家权威性的游戏媒体上发布的数据上找出：在2012年7月，《龙之谷》营收约为5600万元人民币，相对其于2012年第一季度单季营收约3.86亿元的成绩相比，明显大大下降。
本文主要用网络游戏产品的特性和4C营销理论从玩家的需求、玩家所花的成本、消费的方便性和与玩家的沟通这四个方面分析《龙之谷》游戏市场营销问题存在的原因，并提出相应的解决方案。
关键词：网游营销 4C理论 网游行业 用户需求
Abstract: "Dragon Nest" is the action of network game grandly in 2010 the operation of a Korean 3D cartoon magic style. It not only was the grand game's best revenue generating products, is also the grand game in the United States listed after the release of the first big game works, we can see that the "Dragon Nest" the extraordinary significance. But is such a successful game, but in the revenue and the number of online both in decline. Find I released from Wen Rui and Duo Wan two authoritative data on the media: in 2012 July, "Dragon Nest" revenue of about 56million yuan, relative to the 2012 first quarter revenue of about 386million yuan compared to the scores, significantly decreased.
This paper mainly used in network game product characteristics and the 4C marketing theory convenience from game player needs, game player of the cost, consumption and game player communication analysis of the four aspects of the causes of these problems, and puts forward the corresponding solutions.
Key Word: Online marketing the 4C theory the online games industry user demand
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