社会化媒体时代,关系成为营销的中心,强调通过用户建立关系以及用户互动参与形成社区。在移动端网络游戏的社会化媒体运营中,网易公司推出的《阴阳师》手游,在社交网络上获得了现象级的关注。本文探讨了《阴阳师》手游社会化运营的爆点,以及运营过程中的核心关系。 In the era of social media, relationships became the center of marketing, emphasizing the formation of communities through user-building relationships and user interaction. In the mobile social media operation of online games, NetEase launched the “Onmyouji” mobile games, social networking received phenomenal level of attention. This article explores the “Yin and Yang division” hand-operated social operation of the explosion point, as well as the core of the operating relationship.