Mobile Game Operation Management Optimization Of H Company Based On Customer Life Time

After five years of rapid growth in a relatively tolerant policy environment,the domestic mobile game industry has gradually entered the bottleneck.There are external related departments to control the total amount of online game international standard book number(hereinafter referred to as the game ISBN),and internal problems such as firm user bonus,increasing customer acquisition cost and serious product homogeneity.The application of game ISBN has a complicated process which cost long time and high probability of review risk.In February 2020,Beijing Municipal Publicity Department clearly proposed to strictly check the phenomenon of "vest bag" application and reuse of game ISBN.In this context,mobile game manufacturers need to pay more attention to the content and quality of game products,fine management of game users,as well as optimize the user experience environment.Lengthen user life time and improve user value.In view of the above problems,this paper uses the customer life time theory,combined with the virtual characteristics of mobile games,focuses on the behavior characteristics of the customer life time of mobile games,with the purpose of enhancing the good experience of game users,prolonging the user life time,and improving the value of products.Through empirical research and analysis,it is found that there are low retention rate and low LTV in game D of company H.By establishing a new model,using R language and K-means algorithm to cluster the existing users,we extract 7 groups of players with different eigenvalues.By analyzing the characteristics and needs of different user groups as well as the advantages and disadvantages of the original game operation,the optimization strategy of refined operation is proposed.This paper improves the LTV of D game users by refining the operation strategy,and extends the customer life time by optimizing the cooperation strategy.Based on the goal of getting more profits,I hope that through the application of advanced theory and methods,game enterprises can output more high-quality and deep game content.