MMORPG Marketing Strategy Research

Recently, China’s online game industry has been in rapid development and its scaleexpands unceasingly. In2013, the production and business operation revenues65billion.And with the continuous development of social economy, people’s demand of spiritual andcultural entertainment growing, so the network game industry development potential istremendous.Online role-playing game dominates China’s online game market, its marketingstrategy and operating earnings have a major impact on the development of online gameindustry. Online role-playing game has entered a steady stage development after ten yearsexplosive development.In these years, there are also many successful online game operationcases, such as WOW has a brilliant development, Shengda operated on the chargingmode,the reform of the Giant Network insistence of independent research and developmentand operation, etc. All of these cases provide practical support for studying network gamemarketing strategy. At the same time, China’s online role-playing game industry is in theprimary stage development due to the backward of concept, technology and talent and so on.So some problems—homogeneity production., weak brand influence and short lifecycle-widespread. And studying marketing strategy has an important significance onpromoting China’s MMORPG industry’s science and sustainable development.Based on4P Marketing Theory, Brandmarketing Theory, Product life cycle Theory asthe theoretical guidance, online role-playing games as the research object, this articleintroduces China’s characters of online role-playing game’s present development situation,marketing environment and gamers demand characteristics etc. The key comparativeanalysis of the marketing strategy are wow and Xianxia World, and to make China’s onlinegame developers, operators can understand the marketing strategy difference of foreignfamous game company and the domestic manufacturer intuitive, understand its advantagesand disadvantages, then know the essential point of improve. Finally, the article put forwardsuggestions for China’s role-playing online game marketing strategy and it also can providepractical guidance for the healthy and continuous development of China’s characters ofrole-playing online game marketing strategy.