Research On Crossover Marketing Communication Strategy Of Mobile Games

In this paper,the crossover marketing cases of mobile games are taken as the research object,and the research time is limited from 2017 to the first quarter of 2021.The 10 mobile games with the highest downloads and users are selected by comprehensive comparison,and all the crossover marketing cases of these 10 mobile games in this period are counted,totaling 314 cases.Through content analysis method,this paper constructs a three-dimensional framework of target strategy-activity strategypublicity strategy in the crossover marketing communication strategy of mobile games,classifies and codes all collected activity cases to carry out frequency statistics,and analyzes the changing trend of crossover marketing communication strategy of mobile games in recent five years according to the statistical results.The article is mainly divided into six chapters.First of all,in the introduction part,it mainly introduces the background and significance of this study,clarifies the research content and research methods,and refines the innovation points of this study.Subsequently,the first section clarifies the related concepts of the study,clarifies the theoretical basis and sorts out the literature review,which lays a solid theoretical foundation for this study.Secondly,the second section is the research design and implementation of the crossover marketing communication strategy of mobile games,which makes clear the research questions and puts forward assumptions to be verified.In the implementation of the research,the content analysis method is the main research method,and the sample data is coded and the category is constructed.Then,the third section is data analysis.Firstly,the reliability and validity of the sample data are measured,and the current situation of crossover marketing communication strategies of mobile games is analyzed from three-dimensional strategies.Then,the fourth section is the trend analysis of the crossover marketing communication strategy of mobile games,which is compared horizontally with the trend analysis of the crossover marketing communication strategy of mobile games from 2017 to the first quarter of2021.Finally,according to the results of questionnaire and in-depth interview,the shortcomings in the crossover marketing communication strategy of mobile games are summarized and suggestions for improvement are put forward.In the analysis of the results,it is found that the changes in the crossover marketing communication strategy of mobile phone games in the past five years mainly include the shift of the target consumer groups of crossover marketing to women,the increasing influence of the government in crossover partners,the products of crossover cooperation involving various scenes of life,the mobile phone games becoming a 24-hour uninterrupted media platform to carry the banner of publicity,the shift of the location of crossover marketing activities to second-and third-tier cities,and the rising proportion of the influence of social marketing.At the same time,there are some problems in the crossover marketing strategy of mobile games,such as the audience’s low awareness of activities,low recognition of crossover marketing products,and low interaction with consumers in crossover marketing activities.Therefore,this paper puts forward targeted optimization countermeasures and suggestions on the communication strategy of crossover marketing of mobile games from four aspects: balancing creativity and cost performance,creating IP to strengthen cultural crossover,mobilizing consumers’ participation enthusiasm through interaction and exploring new crossover boundaries through technology empowerment.