Research On The Construction And Application Of Player Segmentation Model For Mobile Game Product

After nearly 10 years of rapid development,the mobile game industry is now highly competitive.There are game advertisement in subway stations and on mobile phones everywhere.From the end of March 2018,the game version number approval is suspended.Version number is the standard by which the government allows mobile game products to enter the market.No version number of the game shall not be set in the game pay operation,and can not be shelf game platform.After a long wait of nine months,the version number was officially reinstated at the end of 2018,but version number approval requirements have also become more stringent.The number of version numbers has dropped precipitously since the release of version numbers was suspended.The strict version number approval system makes the unqualified mobile game product can not be on the shelf game platform at all.The Mobile Game Industry has a survival of the fittest situation.Meanwhile,as the 2020 outbreak bites,outdoor recreation has plummeted.Mobile game products have become one of the recreational activities for everyone.Although the strict approval of version number makes the number of version number issued in decreasing year by year,sales revenue still shows a growing trend.The enthusiasm for mobile gaming products has not diminished.The management of players is very important for game companies to keep players.Refined player management is the core of the Game Company’s Daily Marketing Management.Under the above background,in order to prolong the lifetime of mobile game players and enhance the value of the lifetime of players,this paper intends to study the segmentation model of mobile game players based on the characteristics of mobile game industry.The specific contents of the study include: research on the segmentation model of mobile game product players,the study of product strategy,price strategy,channel strategy and promotion strategy under different player segmentation,the impact of marketing strategy on the lifetime value of players based on the segmentation model of mobile game players.In order to study the above contents,this paper intends to consult relevant domestic and foreign theoretical literature through literature review method,based on RFM user segmentation model,combining three potential variables: potential,time and revenue,build a model of PTR player segmentation for mobile game products.At the same time,the questionnaire and cluster analysis are used to verify the rationality of the model of PTR player segmentation.On the basis of the above research,based on the theory of customer lifetime value,PTR player segmentation model and 4P marketing mix theory,combined with different player lifetime and player segmentation characteristics,proposed the mobile game product marketing strategy,mainly for improving the quality of mobile game products,using a variety of price strategies,accurate publicity and promotion channels and push time-limited promotional gift package program.At the same time,through regression analysis,this paper analyzes the influence of S game of Y company on the player’s lifetime and the value of the player’s lifetime based on the marketing strategy under the segmentation of players,and provides theoretical support and action suggestions for the daily marketing management of mobile game products.