Research On Y Company’s Mobile Game Marketing Strategy Optimization

The boom of digital economy has swept the world,becoming a key force for restructuring the global economy,reshaping the economic structure and changing the economic pattern.At the same time,it has also profoundly changed people’s consumption habits for cultural entertainment and virtual products.The vast number of consumers’ demand for spiritual and entertainment products has become an inseparable whole spanning online and offline.With the rapid development of the mobile Internet and the popularity of game products,the mobile game industry is booming in this era and has achieved the first place in the world in terms of revenue.In 2022,the year of fierce competition,sales declined for the first time in five years,and the number of game users in China has officially entered the age of stock market due to the loss of users due to the COVID-19 pandemic and the lack of new products.This is a new challenge for game companies.With the popularity of meta-universe and "game +" and other concepts,game products pay attention to the spread of Chinese culture,games can not only entertain the public,it is toward a more healthy and broader stage application.Therefore,game companies are more careful in the choice of marketing strategies,brainwashing,screen bullying and viral marketing methods are also rejected by players,and young game companies that have developed from "small workshops" are even faced with the challenge of marketing promotion.Based on the attribution analysis of Y Company’s game marketing strategy,this paper proposes suggestions on the optimization of Y Company’s mobile game marketing strategy from four aspects including product,price,channel and promotion through the "4Ps" marketing theory.This paper mainly summarizes the relevant theories and literature of the characteristics and ma This paper mainly summarizes the relevant theories and literature on the characteristics of mobile games and marketing strategies,and analyzes the macro-environment of Y Company through PEST model.It concludes that although the mobile game industry has policy support,its inherent understanding of mobile games still remains.At the same time,more policy restrictions are needed for the harmful effects of mobile games such as juvenile addiction and bad games.Through the analysis of the industry status quo of Y company by Porter’s Five Forces model,it is concluded that it is difficult for small game companies to survive in the environment of the squeeze of big game manufacturers,the invasion of terminal games,and the high share of transport mode,so the optimization and adjustment of marketing strategy is particularly important.The SWOT analysis tool is used to analyze the actual situation of Company Y,and it is found that Company Y has advantages in the game product market,such as self-developed and self-initiated game products,good brand image,high management and value delivery,active commitment to social responsibility,and abundant peripheral products.However,there are still some shortcomings,and the company lacks long-term operation experience.Although there are new products under development,the progress is slow and difficult to monetize in the short term;The management of human resources is insufficient,and the means of retaining talents and introducing talents are lacking.The company invested huge promotion costs,and the funds flowed to the platform side.Through the "4Ps" marketing theory analysis and questionnaire survey,this paper can find out some problems in Y company’s marketing strategy.In terms of product strategy,there is a contradiction between the growing demand of players and the speed of product iteration.The company lacks long-term product operation experience;In terms of price strategy,the targeted consumption mix is not formulated according to the characteristics of user groups;In terms of channel strategy,not giving players enough convenience and access;In terms of promotion strategy,the means and methods are relatively single,and the online and offline activities do not change.This paper proposes relevant optimization strategies for Y Company’s mobile game marketing.Starting from four perspectives of product,price,channel and promotion,it respectively puts forward the following product strategies: IP fine operation to promote long-term operation of mobile game products;Diversified combination of pricing strategies to meet the consumption needs of different players;Channel strategies to improve the convenience of the game and increase the vertical degree of direct access to information;Precise promotion strategies for various activities to enhance players’ sense of participation and freshness.It provides optimization suggestions for Y Company’s long-term operation in this era of digital economy,and also provides inspiration for the development of game companies starting from small studios as marketing strategies.