符号与情感互动驱动下的乙女游戏数字营销策略——以《恋与深空》为例
The Digital Marketing Strategy of Otome Games Driven by the Interaction of Symbol and Emotion—Taking “Love and Deep Space” as an Example

近年来，国产网络游戏出海取得了显著的经济效益，其中乙女游戏作为新兴垂直品类表现尤为突出。尽管乙女游戏在国内起步较晚，但凭借其创新策略已实现市场表现的逆向超越，本文以国产乙女游戏《恋与深空》为个案，探讨其数字营销策略。研究发现：乙女游戏在符号传播、情感互动等方面具有创新营销，然而在对外跨文化传播中，还存在中华文化符号表象化呈现、在地化与文化传播冲突等问题。对此，本文提出网络游戏在对外营销时应当重视数字技术的运用、中华文化的创新性挖掘、网络游戏玩家的情感体验等，以实现文化传播与商业化双赢，为数字时代文化产品的全球化传播提供路径思考。
In recent years, Chinese online games have achieved remarkable economic benefits in overseas markets, with otome games, as a new vertical category, standing out particularly. Although otome games started relatively late in China, they have achieved a reverse leap in market performance through innovative strategies. This paper explores the digital marketing strategies of the Chinese otome game “Love and Deep Space” through a case study. The research finds that otome games have innovative marketing in aspects such as symbolic communication and emotional interaction. However, in cross-cultural communication abroad, there are still problems such as the superficial presentation of Chinese cultural symbols and conflicts between localization and cultural dissemination. Therefore, this paper proposes that in the overseas marketing of online games, attention should be paid to the application of digital technology, the innovative exploration of Chinese culture, and the emotional experiences of online gamers, in order to achieve a win-win situation of cultural dissemination and commercialization, and provide path thinking for the global dissemination of cultural products in the digital age.