%0 Journal Article
%T 连接·认同·参与：试论数字时代的营销逻辑——以《黑神话：悟空》为例
Connect-Identify-Engage: Testing the Logic of Marketing in the Digital Age—“The Black Myth: Wukong” as an Example
%A 董舒奇
%A 黄自然
%J E-Commerce Letters
%P 2454-2461
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451545
%X 《黑神话：悟空》作为中国首款3A游戏，在发售后，其凭借精美的内容创作、顶尖的游戏体验，不仅收获了全球玩家的赞誉，更是突破电子游戏的内外壁垒成为全民热议的社会现象。在品牌营销苦苦追求破圈之际，《黑神话：悟空》却在悄然无声间达成了规模庞大的营销奇迹。本文试图探索《黑神话：悟空》如何完成这一奇迹，并以此为切口尝试探讨数字时代营销逻辑。
As China’s first 3A game, “The Black Myth: Wukong” has not only gained praise from global players with its exquisite content creation and top-notch gaming experience, but has also broken through the internal and external barriers of video games to become a social phenomenon hotly debated by the whole nation after its release. While brand marketing is struggling to break through the barrier, “The Black Myth: Wukong” has quietly achieved a large-scale marketing miracle. This article tries to explore how “The Black Myth: Wukong” accomplished this miracle, and takes this as an opportunity to explore the logic of marketing in the digital era.
%K 国产游戏，
%K 数字时代，
%K 营销革命
Domestic Games
%K Digital Age
%K Marketing Revolution
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=115625