| In recent 20 years,with the development of it information industry and the popularization of 5g network and smart phone,China’s game industry has shown an explosive development trend.In 2021,the number of game users in China exceeded666 million;In addition,with the rise of secondary platforms such as Bili Bili and acfan,the influence of secondary subculture among the young generation of users in China is expanding,and the corresponding secondary game market has also developed vigorously in recent years.According to the statistics of Tencent game developers conference tgdc2020,most of the secondary game users are generation Z users,of which generation Z secondary game users under the age of 25 account for more than 68%.Under this research background,this paper takes the secondary idol game product of company B under research as an example,and develops a game that can win the reputation of target users and market recognition as the research topic under the current market opportunity and the environment of homogenization and fierce competition of game products.Firstly,through the research and analysis of the literature related to the virtual idol industry and idol game marketing,this paper summarizes and analyzes the research and development status and difficult problems to be solved of Bili Bili idol game;Secondly,through the analysis of second-hand data,combined with marketing theories such as STP market segmentation and 4P,the paper makes a qualitative study on the target user market segmentation and product variables of the product,so as to preliminarily determine the target user group of the game and the behavior characteristics of this group of users;Then,through the invitation test data of 5000 people in the middle stage of game development and 255 questionnaire sample data of the official QQ group,the paper demonstrates and finally determines the target user group of the game,and makes a secondary qualitative research on the core target users through offline communication meetings in the middle and later stage of product development.After three rounds of qualitative and quantitative research,the paper focuses on the combination of DT design thinking theory,carries out targeted research on the improvement of game product creative design according to the pain points and demands of core target users,and studies the communication strategy with target users on the basis of product optimization.This paper mainly adopts the progressive research ideas and demonstration methods.Firstly,through literature theoretical research and case analysis,combined with the current situation of game products of company B,this paper puts forward some problems.Secondly,the problem is analyzed through three rounds of qualitative and quantitative research: the first round of qualitative research makes a qualitative research on the target user segment and product variables of the product through the analysis of second-hand data and combined with the marketing theories of STP segment and 4P,so as to determine the behavior characteristics of the target users of the game and this group of users;In the second round of quantitative research,through the invitation test data of 5000 people in the middle stage of game research and development and the survey data of 255 questionnaire samples of the official QQ group,the improvement needs of target users for products are determined;The third round of directional research conducted the portrait research and pain point appeal research of the target users through the offline discussion meeting,and defined the direction of product improvement.Finally,combined with the demands of target users,this paper studies the product design optimization and communication strategy,and tries to solve the product problems.Because the R ＆ D of game products has a high demand for product creativity and rapid iteration,in the part of product R ＆ D and design improvement,this paper uses the theory of DT design thinking with certain breakthrough and innovation to carry out product creative design.Combined with the relatively emerging AR / VR augmented reality play and NFT digital collection,the research on the product design of the game has made a breakthrough;In addition,when conducting user communication strategy research on the basis of product creative design,in addition to using the online and offline platform where the target user is located for communication promotion,it also tried to conduct some breakthrough communication strategy research in combination with the new Internet platforms such as Bili Bili virtual live broadcasting platform and Bili yuan universe platform,and achieved some research results.In the research of game product design improvement,combined with DT design thinking theory,this paper mainly studies the design of virtual idol AI enhancement function,virtual idol ar interaction function and NFT concept product in the game.Through the research on the improvement of product content,the pain demands of target users on game products are solved and the product reputation is improved.On the basis of product content optimization,as a commercial mobile game,it needs a large number of player user base to achieve product profitability and benign development.Therefore,combined with product characteristics and the channel platform of target users,this paper puts forward the research on strengthening the communication strategy with target users.This paper mainly studies the user communication strategy through bilibilibili pugv platform,Bili Bili virtual idol live broadcast platform,offline secondary exhibition and Bili Bili yuan universe platform.Through the research of user communication strategy,it promotes the market promotion of products and user absorption,alleviates and solves the relatively small market problem of virtual idol IP games in China to a certain extent.From the analysis of research results,the reservation number of players on the official website of the game,the good reputation of daily service online players and the retained data higher than the market average also verify the effectiveness of the research to a certain extent.Through the research of this paper,it is demonstrated that the R ＆ D of the game needs to be combined with the actual needs of users;Strengthening the communication with target users is the key to the sustainable development and competitiveness of game products in the market.As the game product is an Internet product whose playing method category and user needs are always changing and iterating at a high speed,this paper combines the creative R ＆ D theory of DT design thinking in the research of product design optimization,and makes a breakthrough in the research of product design by using the current cutting-edge AR / VR augmented reality technology,NFT digital collection and other technologies;In addition,in the research of user communication strategy based on product design optimization,in addition to using the online and offline platform of target users for communication promotion,it also tried to conduct communication strategy research in combination with emerging channels such as Bili Bili virtual live broadcasting platform and Bili yuan universe platform,and achieved certain research results. |
