Research On Mobile Game Overseas Marketing Strategy Of L Company

The overseas release of the game shows the confidence of Chinese culture.L company focuses on developing overseas game market and is a typical representative enterprise of Chinese game overseas release.In this paper,in the context of mobile game overseas in China,I made an in-depth study of L company with my marketing knowledge and social work experience.This paper summarizes the mobile game overseas marketing strategy of the company through the 4P theory,and analyzes the problems existing in its overseas marketing,such as insufficient single after-force,low price competition,high channel cost,low promotion conversion rate and so on.Based on the above problems,this paper USES the SWOT analysis method to analyze the external and internal environment of L company,and then sorts out the advantages,disadvantages,opportunities and challenges of L company's overseas marketing of mobile games.Based on the analysis of mobile game overseas marketing environment of L company,this paper proposes targeted overseas marketing solutions for L company's mobile games,which are mainly reflected in four aspects:first,in terms of product strategy,we should continue to create high-quality products,pay attention to product innovation,and pay attention to cultural integration.Second,the pricing strategy actively explore pricing model.Pay attention to the balance of the game,pay attention to the input of game innovation,build the differentiation of game products,and provide differentiated products and services for different user groups.Third,channel strategy to control the cost of channels,start precision marketing,from the "quantity" to win gradually to "precision" to win.Make careful selection of advertising materials,flexible grasp of channel delivery strategy,the introduction of game data analysis system.Fourthly,a variety of promotion strategies are adopted in the aspect of promotion strategies.Advertising promotion,offline promotion,innovation of promotion means and enhancement of promotion efforts are used to improve the promotion effect.Finally,I hope to provide reference for mobile game overseas issuers by studying mobile game overseas marketing strategy of L company.