Study On The Application Of Two-dimensional Code In The Marketing Of Sport Games

In recent years, two-dimensional code on mobile phones has been applied widely and produced good results in many areas. Inspired by this, this thesis uses literature research, expert interview, field research, comparative analysis etc., in depth analyzes the application of two-dimensional code in marketing of sport games, reaches conclusions as follows:1. Two-dimensional code is an effective media for marketing. Currently, the marketing value of two-dimensional code is mainly in the areas of advertising and e-commerce and shown to be effective. Compared with previous major marketing tools in sport games, QR code is a new marketing tool for sport-related companies and a new experience in consumption for consumers of sport products.2. The application of two-dimensional code in marketing of sport games is mainly in two areas:first, the broadcasting of information of sport games; second,020ticketing of sport games. The broadcasting of information of sport games using two-dimensional code can rely on self-built websites on mobile internet, and can also rely on third-party SNS apps, the process can be divided into three specific steps:generation of corresponding two-dimensional code, the scan by users, the transmission of information and interaction. The application of two-dimensional code in e-commerce of sport games is mainly020ticketing and can be categorized into three types:cooperation with mobile network operators, self-developing apps for ticketing of sport games, cooperation with third-party on-line shopping websites.3. Currently, there is no specific standard of two-dimensional code for marketing of sport games issued by the policy-makers. Besides, the security on customer information, payment, transaction etc. while using two-dimensional code in marketing of sport games can only be enhanced by the perfection and support of laws and regulations. As one of the most important sport products, it is extremely important for sport games to innovate their marketing tools. In order to facilitate the application of two-dimensional code in sport games, this thesis proposes suggestions on both government and company level. On government level, first, standard for the application of two-dimensional code in marketing of sport games should be established as soon as possible; second, laws and regulations for the application of two-dimensional code in marketing of sport games should be established and perfected; third, the security of the application of two-dimensional code in marketing of sport games should paid attention to. On company level, first, the operators of sport games should precisely position their target markets, Including both sport games and customer orientation; second, the operators of sport games should gradually improve their ability in game quality, marketing, the coordination with other parties in the production line; third, the operator of sport games should promote the popularization of two-dimensional code for sport games in many ways; fourth, the operator of sport games should pay attention to the importance of customer experience and promote customer experience in various ways.