Discussion On China's Mobile Phone Game Base Marketing Strategy

With the arrival of the3G era, mobile data network bandwidth and enhance the service for mobile games to become the next killer application may provide a mobile game, known as the Chinese Internet industry in the next gold mine is located. China’s mobile game market is a market with great developing potential, in a good market expectation, mobile operators, mobile games, mobile games SP.CP terminal manufacturers and other industry chain participants are trying to make their own in the industrial chain advantage. Mobile operators as the industry integration and leader in mobile game industry play a decisive role.China mobile game base as China Mobile in mobile game industry representatives, is trying to become the industry benchmark for mobile games, Chinese mobile game for the healthy development of the industry made outstanding contribution. China mobile game base has always been to customer demand-oriented, innovative fusion as a driving force in refining, core competence, the plastic industry influence, rapid expansion of business scale continue to explore the game, the game industry a new growth point, and is committed to build China’s largest green game center, one of the most influential games interactive entertainment platform, become China game industry leaders, innovators and fusion.In this paper, taking China mobile game base as the object of study, first through the PEST analysis, SWOT analysis method, the mobile game industry macroeconomic environment, as well as China mobile game base in mobile games market in the advantages and disadvantages, opportunities and threats analysis; then subdivided user and determines the target customer base, at the same time through the form of a questionnaire on the mobile game user behavior; according to the user behavior characteristics, combined with mobile game marketing data analysis, developed is suitable for China mobile game base4P marketing combination strategy.