网易首席执政官丁磊演讲稿
文章摘要：中国国际数码互动娱乐产业高峰论坛在上海国际会议中心举行。很多国内外知名游戏开发商、运营商、投资机构的重量级人士到场并发表演讲， 网易首席执政官丁磊做了发言。
各位来宾、同行、媒体朋友大家下午好，
很高兴跟大家在今天分享一些想法，我的主题关注创新和传统。
今年的Chinajoy有点特别，虽然年年在上海，但是今年不寻常，因为今年有上海世博会的召开。1987年巴黎世博会，31岁的爱迪生带来他发明的留声机，当时荣获了当届世博大奖，翻阅世博百年这样的例子举不胜举，世博给我们的印象就是创新两个字，就是因为创新人们才有不断创新的理想。
今天在Chinajoy探讨的不仅仅是我们在做什么的话题，背靠世博百年舞台，我们有义务共同思考属于整个行业的重大课题，十年以后的中国游戏将何去何从，我们来推断我们今后要干什么，该干什么，我的答案就是创新。中国网游唯有创新才有自己发展之路，我希望呼唤大家的一些思考。
我们的工作，今年是网易游戏的第十个年头。
网易的游戏是坚持创新的十年，我们从诞生那一年就希望自己不断壮大，成为百年老店。我们的《梦幻西游》已经六年了，现在有70%的内容更新。上个月我们还推出了经典版和唯美版，希望满足不同玩家的需求。在3D方面也坚持突破，比如《天下II》，让游戏空间更大的宏大，我们做《天下II》前后历时六年，第一次推出我们感觉不理想，我们决心回炉重新做，从《天下II》重新上市，现在反响不错，当年的有所牺牲是值得的。
我们愿意成为这个行业的守护者，我们立足传统，心平气和，不搏眼球，不哗众取宠，希望达到完美和统一这两个看起来矛盾的概念。
传承文化的担当，引领先进文化的担当，塑造和谐社会的担当，对中国下一代的担当。我们非常谨慎选择代言人，《梦幻西游》请的是周杰伦，我们非常关注他的个人品行，比如周杰伦工作敬业，孝敬妈妈，带有青春时尚感，我们认为选择代言人希望通过共同的价值观来推广真善美的文化，复兴中华文化。曾经是报纸后来是广播电视，现在在网络和游戏可以成为这一使命的载体，我们希望把中国文化的精华挖掘出来，通过游戏时代化的方式体现，展示几千年的文化和价值观，让用户，尤其是未成年用户在娱乐的同时也可以接受文化的熏陶。
我脑海里面浮现出大家非常熟悉的卡通形象--功夫熊猫，它艰苦付出，走正道，学先进，最终成正果，网易愿意学习功夫熊猫，让我们为中国网游的明天共同努力。谢谢大家。
Netease CEO Ding Lei speech
Abstract: China International Digital Entertainment Forum held at the Shanghai International Conference center. Many well-known domestic and foreign game developers, operators, investment institutions heavyweight people present and delivered a speech, Netease CEO Ding Lei made a speech.
Distinguished guests, colleagues, friends good afternoon everyone,
Very happy with you today to share some thoughts on the subject, I focus on innovation and tradition.
This Chinajoy is a bit special, although year after year in Shanghai, but this is unusual, because this year, the Shanghai World Expo will be held. The Paris World Expo 1987, 31 year-old Edison brings his invention of the phonograph, was won when the Expo award, through the hundred years such examples are too numerous to mention, Expo gives us the impression is innovation two words, because innovation can people innovative ideal.
Today in the Chinajoy study is not only what we are doing topic, backed by a hundred years Expo stage, we have an obligation to think together belong to the whole industry major task, ten years after the Chinese game will decide on what path to follow, we infer what we should do, what to do, my answer is innovation. Chinese net swims only innovation just has its own path of development, I hope everyone on the call.
Our work, this year is the tenth year of Netease game.
Netease game is adhered to the ten years of innovation, we are born from that year want to expand ceaselessly, become hundred years old. Our" dream swims on the west" has been for six years, now has 70% update. Last month we also introduced the classic edition and the aesthetic version, hoping to meet the different needs of the game player. In the 3D has to break, such as" II world", make the game more ambitious, we do" II world" before and after the last six years, the first to launch our feeling is not ideal, we are determined to return to do, from" II" to the world market, now a good response, the sacrifice is worth it the.
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We are willing to become the industry's guardian, based on our traditional, be in a calm mood, not fight to the eye, not to curry favour by claptrap, hope to achieve the perfect and unified the two seemingly contradictory concept.
The cultural heritage of the play, leading the advanced culture of the play, building harmonious society bear, on the next generation of China's bear. We are very cautious in choosing spokesperson," dream swims on the west" was invited to Jay Chou, we are very concerned about his personal conduct, such as Jay Chou the work of dedicated, honor the mother with youth, fashion sense, we believe that the choice of spokesman hope through common values to promote the good and the beautiful culture, Chinese culture. Once the newspaper later broadcast television, now in the network and the game can become the carrier of the mission, we hope to get the essence of Chinese culture mining, through the game time mode embodiment, display of several thousand years of culture and values, to let users, especially the minor user entertainment while also can accept culture the influence of.
My mind emerges out of all very familiar cartoon image -- Kung Fu Panda, it is hard to pay, walk right way, learn advanced, eventually come to fruition, Netease willing to learn kung fu panda, let us for the Chinese net to swim tomorrow together. Thank you.