Research On The Communication Strategy Of "Onmyoji" Mobile Games

Game is the instinct of life.With the upgrading and application of Internet technology,the form of games have changed with a constant interaction.Games have constantly incorporated the cultural value,beauty,music,3D technology and other elements.Therefore,under the dual drives of the social productivity surplus and the Internet's activation of personal resources,the mobile game market is developing steadily.The competition among major game makers in the relative mobile game market is also becoming increasingly fierce,and new game forms are constantly emerging.Then,how did the “Onmyoji” mobile game launched by Netease Games in2016 stand out from the fierce competition? In order to fully understand the causes of the popularity of the "Onmyoji",this paper analyzes the reasons for its popularity through the two methods of case analysis and content analysis,from the audience's consumption psychology,communication means and strategies,and the elaborate design and design of the product itself.The introduction of this article mainly includes the literature review,research methods,research significance,etc.;The first chapter analyzes the characteristics of mobile games and the "Onmyoji" mobile games,types and development process.The second chapter focuses on the reasons for the continued popularity of the "Onmyoji" in the process of communication;The third chapter is the conclusion and suggestion,where the author summarizes the research conclusion,causes the future mobile phone network game product's attention,absorbs its essence,avoids its shortcoming.