Research On Circle Propagation Of Mobile Game Onmyoji

With the development of mobile terminal,the game industry become flourish,the value of mobile games is gradually emerging.At the same time,the mobile game Onmyoji focus on the culture field,it rooted the world view of the game in Chinese culture and Japanese culture,and it bring an exotic and homologous view to the game players,finally it became a phenomenal mobile game.Via the analysis of Onmyoji,using content analysis,investigation and other methods comprehensively,finding the communication character and action mechanism behind this phenomenal mobile game,we can provide guidance for the development and communication of the domestic mobile game industry.The Netease mobile game Onmyoji developed under the background of good development trend of mobile game industry in China,the number of users are increasing,the model of profit became diversified,the generalize channels are centralized,also the competition became more intense.The Onmyoji exploring and satisfied the hidden needs of the users,derived cultural circles and generalized globally in this intense competitive environment,and finally realized the rapid growth of income and good reputation in the social network.The core of the circle is that the audience share the common spiritual pursuit—the values,the driving force of the circle come from the self-promotion of the audience values.In the circle of Onmyoji,the audience is transformed from traditional product identity,brand identity and information identity to values identity and personality,it has form a participate pattern include audience independent production,communcation and consumption.The circle of Onmyoji is in a cycle of germination,growth,maturity and differentiation,it has the characteristics of digital survival,strong emotional connection and decentralization respectively in media platform,audience relationship and organizational structure.On specific communication strategies,the circle communication of Onmyoji can be division to four stage,include aggregation,steadiness,expansion,stretch.Onmyoji begin in the two-dimensional audience,gradually aggregate the audience,using the autonomy of audience to stabilize the circle,and then break the barrier of the circle,make the circle culture radiate to a wider audience and realize the spread of the spread to the public.Finally,the brand ecology of Onmyoji was built through resources integrate and pan-entertainment layout.In the future,the mobile game brand is developing towards the circle,Onmyoji is a successful example of circle propagation.Mobile game enterprises can learn the communication means from Onmyoji,based on the high quality product,deeply link the emotions of audience,keep the vitality of the circle,keep expanding the circle boundary,form a multi-industry and multi-field layout,finally developing the product into a super culture brand,create a prosperous culture brand ecological circle.