Characteristics of netizens in pan-entertainment environment

In recent years, the game industry set off a wave of cross-border integration, the pan-entertainment trend is obvious. Film and television, music, literature, games and other cultural resources gradually integrated, forming a comprehensive interactive entertainment industry chain, which network games to lead the internet to become a key part of entertainment, many game manufacturers began in the field of cross-border cooperation in a wide range of layout. However, these game manufacturers in the strategy is too much emphasis on pan entertainment, often ignore the company's own brand is the kingly way of long-term development. "Blizzard production, will be a boutique" so the self-confidence of their own brand when it will appear in the domestic game manufacturers?

Characteristics of netizens in pan-entertainment environment

The so-called "pan-entertainment" phenomenon refers to the production of television media, broadcast of the style is not high entertainment, talent show too much, man-made jokes, drama said abuse, even the news, educational-class programs are also mixed into the "entertainment" elements, even with flirting, Dahua "sexy", show off the hue of the plot and screen to please the audience, so that the ratings increased.

Small series intercepted the last 7 days to Baidu hot word search list of the top 10 ranked, the results found that nearly half of the search is related to entertainment news, such as film and television stars, hit drama, all kinds of hot spots and so on; the other half is close to half curiosity news. It is obvious that the focus trend of the network people, mainly manifested in the following characteristics:

1, the netizen excessively pays attention to the entertainment news

According to the data report, Chinese netizens Internet Personal Application index, to music, games and network video as the main content of the Internet Entertainment Application index reached 69.3%, second only to the index of information acquisition.

2. Tend to read the news entertaining

In addition to the excessive attention to entertainment, the trend of entertainment at the same time erode social news. In recent years, Sister Feng, Sharp elder brother, tea-cow suddenly become the news is such a typical example.

3, audience interaction in the "P-people" mentality highlighted

Due to the openness of the network platform, a large number of so-called "P-people Party"-its main characteristics are called "P-people", message more to ridicule the entertainment of passers-by mentality presented. It is often able to traction public opinion.

The characteristics of hand tour enterprises in Pan Entertainment environment

It is because of the influence of the Pan entertainment environment, CP and hand Tour distributors in order to meet the psychological needs of this part of the target customers, but also in order to pursue the capital market of hot money, in the choice of market strategy too much emphasis on the game's pan-entertainment, ignoring the long-term consideration of their own brand Its main market performance is:

Please hurry.

Pursue the favor of capital. The network era is mainly reflected in the information of the flat fast transmission, often a topic of the emergence of tens of thousands of netizens to bring public opinion and dissemination. And some hand-travel distributors for the pursuit of a sense of timeliness and freshness, often echoing the existing network hot words, improve the speed of the game release, even with the game's product positioning and the target crowd do not echo, in order to win the favor of capital.

Piracy is also the market performance of Pan Entertainment. New hand Tour products in foreign fires, once the introduction of domestic, the same type of game will cover the Earth.

Ask for the amount of user

The increase in the volume of hand-tour users under Pan Entertainment is explosive. Make remember the 2001 Shi Yuzhu just began to do the brain Platinum "violence" Marketing Legend "myth", still in the hands of the market continued, but a different way. The pursuit of IP has become today's hand-launched "tide-goers", Pan entertainment under the film and television, animation, music, the game's users to form the intersection of each other, and the market capacity is constantly expanding, and hand tour manufacturers for the pursuit of these users are often superficial IP competition and the game of short-term "entertainment" demand mining.

Ignoring the intrinsic

Really can make a game enterprise bigger and stronger is an enterprise intrinsic brand value. In the pan-entertainment environment, too much attention to a single game brand or too much emphasis on the role of IP game, are wrong short-sighted behavior. Hand Tour enterprises should face up to their own brand building, according to their own brand concept, the construction of their own game product system. Among them, enterprises should do:

Corporate brand Relocation

The term "positioning" refers to finding the right "place" in the consumer's mind, making it distinguishable from other competitors. In the Enterprise brand positioning, hand tour manufacturers should be based on the company's market segments choice, the target customer's consumer psychology, the market's competitors to choose the right location. At the same time, in the development or distribution of products should focus on maintaining the consistency of brand positioning, so as to build a good corporate brand assets.

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The combination of enterprise brand and game brand

The above mentioned enterprise brand as a big strategic direction, must always adhere to. Including product positioning, market positioning should be consistent with the positioning of the game brand orientation, so as to be in the same direction exerting force, do one plus one greater than two. At the same time, the game players will gradually form the positioning of the game, not based on a game and a brief understanding; On the other hand, in the game dissemination propaganda, should not ignore the company's corporate brand publicity, to achieve organic integration.

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Corporate brands resonate with gamers

For the players in the terminal, the brand is based on the long-term stimulation or the position of the show to understand. In the end, it is necessary to get the position of the hand-play home to the corporate brand in the external stimulation and internal stimulation. External stimuli include long-term display propagation, including online media, integrated marketing communications of offline resource activities, and intrinsic stimuli within the game. Whether internal or external, must conform to the original brand positioning of the enterprise.

Summary：

In the Pan entertainment environment, the construction of a good corporate brand assets is the long-term vision, but also the embodiment of the firm pace of enterprise, adhere to their own way, out of their own enterprise development mode, is the hand tour enterprise development.