The Online Game’s Marketing Communication Strategy Research

With the development of economy and the popularization of the Internet, network game industry has been rapid development and become consumer leisure entertainment and recreation important channel. For operator speaking, how to stand in the strong competitors in the online game market, in addition to the design of the game itself is attractive enough, but more important is to need a variety of marketing means of integrated marketing communications.The paper chose the popularity of the network game "three kingdoms kill" as a study case, use communication theory and marketing theory comprehensively analyzed the network game "three kingdoms kill", in able to conclude the important reason for the successful, and his shortcomings, and draw some experiences and lessons, in order to put forward some constructive suggestions to China’s online game’s marketing communication.This paper is divided into six parts, the first part is the introduction, including the topics background, research purpose and significance, research review, research ideas and methods and the innovation points, etc.; The second part is to the network game’s definition, type and development status of introduction and analysis; The third part is to use the theoretical knowledge of communication of network game "three kingdoms kill" transmission elements analysis; The fourth part is to online "three kingdoms kill" marketing communication success and limitations were analyzed; The fifth chapter is for online "three kingdoms kill" success and limitations are analyzed and summarized some experience, hope to be able to give China’s online game of marketing communication advice, promote the development of the cause of online; The last chapter is a summary and outlook of the part.