Research On Mobile Games Marketing Strategy In The Era Of Mobile Internet

In the mobile Internet era,China’s mobile game industry has ushered in a new period of development.New developments and new opportunities also bring new problems.With the rapid development of technology,the mobile game market is changing rapidly,and mobile game marketing is facing new challenges.This thesis mainly takes the mobile game marketing strategy in the era of C hina’s mobile Internet as the research object,combines the classic cases of mobile game products "Glory of the K ing","Yin and Yang Master","Catch Monsters Together" and "Peace Elite",relying on the "integrated marketing" theory Management marketing theory focuses on the current status,problems,success stories and innovations of mobile game marketing strategies in C hina,as well as development trends and coping strategies.This thesis is divided into five parts.First,the current status of mobile game marketing in the era of the mobile Internet.The specific manifestations are: the favorable policies and systems escorted the mobile game marketing,the expansion of the market size to expand the mobile game marketing space,and the innovation of technical means added wings to the mobile game marketing.Second,there are problems with mobile game marketing in the era of the mobile Internet.Firstly,the marketing model needs to be standardized,and the policy system needs to be improved.Secondly,capital operation is import ant for business,and its cultural connotation needs to be rich.Thirdly,the channel selection is messy and the effect of communication needs to be improved.Finally,marketing strategies are similar,and creative space needs to be expanded.Third,the classic marketing case analysis of mobile games in the mobile Internet era.This part is mainly based on the classic marketing management theory-"Integrated Marketing Theory".It takes "Glory of the K ing","Yin Yang Shi" and "Peace Elite" and other classic mobile game products as the main research objects.Summarize and summarize the more popular mobile game products,specifically analyze their marketing strategy choices,and explore their successful experiences and innovations,so as to grasp the overall outlook of China’s current mobile game marketing strategy.Fourth,the development trend of mobile game marketing strategies in the era of mobile Internet.This part is based on the analysis of the classic marketing management theory "PEST".It mainly explores from the four aspects of politics,economy,society and technology.Its development trend is shown in the following five aspects: paying attention to the implementation of national policies,adapting to the development of market economy,meeting the needs of social culture,complying with the innovation of media technology,and paying attention to the cultivation of marketing talents.Fifth,innovative strategies for mobile game marketing in the era of the mobile Internet.This section mainly expounds from t hree aspects: "find users","attract users" and "retain users".The specific contents are: precision marketing-market positioning to find users;brand marketing-establish a brand and attract users;word-of-mouth marketing-build word-of-mouth and retain users.Although the research results of this thesis are not comprehensive and in-depth,they can arouse the attention of mobile game marketing in academia to a certain extent and promote the healthy development of the mobile game industry.