| The gaming industry is an industry that comes out as the birth of digital computing technologies and computers.It has over 40 years old history.Although the development hasn't been long,it's changing and colorful.In 2016,the global game industry revenue was 101.1 billion USD dollars,and China surpassed the USA and become the biggest gaming market.It is estimated that by 2020,the global gaming industry will reach 129 billion.At present,in the global game industry,traditional games have entered a period of maturity or decline,and the fastest growing mobile games are also entering a mature period:a high degree of competition,the content is the essence of quality,and small manufacturers are gradually disappearing.Big giants gradually monopolize the market..The game itself has gradually entered the stage of high quality and stylized.The Onmyoji,which has been popular since 2016,and Arena Of Valor,let everyone revisit this rapidly developing industry.It can be predicted that the industry will continue to thrive in the future.In this industry where "Each age bring forth new genius on this noble land,each will rule its own domain for years to come",how to maintain its competitive advantage is a question worthy of deep exploration.Due to the monopoly of domestic traffic,the domestic game market share of NetEase and Tencent accounted for more than 70%,and the remaining second-tier companies took up the remaining 30%.In addition,China's game policy changes and restrictions,more and more game manufacturers started to deploy overseas market.In 2017,Chinese game companies have the following new features overseas.First,the competition of Chinese companies in overseas markets is fierce,and mobile games in Southeast Asia tend to be homogenized;secondly,self-developed cartoon style mobile games have performed well in Japan and South Korea.Thirdly,giant game companies have actively acquired overseas R&D and distribution companies and deployed global markets.China's big companies such as Tencent have made large-scale mergers and acquisitions in different regions of the world,such as Supercell,Ubisoft,etc.Tencent has a large number of shares.Some of them are preemptively occupying a certain market share in various overseas markets by quickly occupying the global market and different levels of segmentation.This article combines the analysis of competing products"Clash Of Kings"and"Game Of War",through the detailed research on the global promotion of the game"Rise Of The Kings",analyses products strategy,pricing,promotion,give out some constructive advices,clarifying the importance of product development,marketing positioning,price channel in marketing strategy.The first is to analyze the market segments and development competitive advantages through deep research,accumulation and precipitation in the field.The second is to develop products for targeted audiences and increase the probability of results.The third is to sort out the R&D process and apply the scale principle to provide some insights on the efficiency and productivity improvement for a certain department and reduce the marginal cost.Through the combination of marketing methodology to study the overall global market trends of the industry and the operational stategy of"Rise Of The Kings",analyze the current trends of the game industry,future trends and product chain selection,long-term development,to make some constructive advices for game developers who needs to bring their products overseas. |
PDF Full Text Request