Domestic Online Games Integrated Marketing Studies

With China's online game industry development, the online game is not only become an important part of the network economy of our country, but also make a very significant contribution to the transformation of economic goals and the go-out strategy.At present domestic online game industry already entered the mature stage, relevant national departmant made rules to safeguard the healthy and orderly development of the online games industry and the earier-comers used technology, experience to pushed asaide the laterer-comers and other smaller and medium-sized enterprises,which made a Matthew Effect. At the same time, even the market dominant enterprise also faced a core user growth limit, paying players declining, other network application robing players resources problem, now domestic online game came into marketing dilemma.Based on the reading of former research related literature, and the autho's experience in online game, the author thinks that the network game's mimicry environmental functions and online games relying on the number of players making its marketing concern not only confined to enterprises interests, but the customer value and society value should be taken into account.Based on this, the authors propose only under the guidance of the global idea,of each discipline theory, through the fusion in two-way communication apply, the basis of internal and external resources for enterprises, and to provide customer value as starting point, according to environmental changes interests of ongoing immediate correction, in order to achieve enterprise, customers and and other stakeholder value for the purpose of continuous increment of the definition of integrated marketing, and integrated marketing theory put forward under the guidance of domestic online game of integrated marketing mode. Namely first through the analysis of internal and external environment in which the enterprise is situated, confirm the enterprise market opportunities. And then puts forward the online game product market positioning need enterprise from players point of view, also want to obtain social benefit Then through the virtual business model integration enterprise external resources, improve industrial chain; Through the level programming method integrate enterprise internal resources, achieve the smooth communication. Finally enter the stage of online games marketing.