| 摘要: |
| 利用文献资料法和逻辑分析法，对DotA2国际邀请赛大获成功的原因进行分析。从相关营销理论出发，在简述DotA2这一项目的发展环境和市场需求的基础上，重点关注其产品设计与营销推广问题。指出，其基于“回馈”理念的价值重构、科学合理的赛制设计、高水平的赛事服务以及对观赛体验的高度重视，是其产品设计的成功经验；而通过设置丰厚的奖金以提高关注度、通过众筹奖金制进行情怀营销、通过地区化邀请覆盖更多受众、通过设置特色化赛事增强观众互动性与参与性、通过新媒体和自媒体的宣传为比赛造势等等，则是其营销策略的独到之处。DotA2国际邀请赛的成功优化了电竞事业的发展环境，对我国电竞项目和产业的发展也具有积极的启示意义。 |
| 关键词: 电子竞技 TI 产品设计 营销推广 赛制 观赛体验 众筹奖金 新媒体 |
| DOI： |
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| 基金项目: |
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| Product Design and Marketing of DotA2 The Championships |
| ZHANG Yao |
| (Lille 2 droit et santé, international sport management) |
| Abstract: |
| By means of literature review and logical analysis, the reasons for the success of The International DotA2 Championships are analyzed. Based on the theory of phase marketing, after a brief description of the development environment and market demand of DotA2 project, the focus is on product design and marketing promotion. It is pointed out that its value-based reconstruction based on the concept of “rewarding”, scientific and reasonable design of competition system, high-level event service and highly valued watching experience of the tournament are the successful experiences of product design. Rich bonuses to raise public awareness degree, crowd-funding bonus system to make emotional marketing, regionalized invitation to reach more audiences, specialized events with obvious features to enhance the audience interaction and participation, new media and self-media campaign to create good atmosphere for the game, etc., are its unique marketing strategy. The success of The International DotA2 Championships has optimized the development environment of e-sport industry and also has positive implications for the development of e-sport events and e-sport industries in China. |
| Key words: e-sports TI product design marketing competition system spectator experience crowd-funding bonus new media |
