Analysis On Business Model&Marketing Strategy Of Mobile Game Company

It’s more than4years since Apple Inc.(USA) launched the App Store in2008. Within these4years, the App Store boomed the mobile application market with the geometric expanding growth in application development technology, the numbers of developers and users. Nowadays, a large number of mobile developers get involved in the mobile application socialization and the diversification of profit gaining. In addition to the perfection of game content by digging user demand further and optimizing the user experience, the product marketing strategy and product promotion start to be taken as the most important work in game operating. As the indispensable element of mobile applications, the mobile game growing aroused great concern from market. Firstly, a great amount of traditional game developers successively produce games in iOS, and the App Store ranking chart is often seen as a vital indicator of market share. Secondly, the independent developers commit themselves to produce amazing reasonable games from the experience of view of the user. Thirdly, the telecom operators and currency payment service providers all over the world successively put out their service on the App Store platform. Fourthly, the Internet industry researchers make more efforts on the research of mobile games while the business studies of App Store appear on popular medias with increasing frequency. Therefore under this background, it is rich in realistic significance to research on App Store developers’ business model and marketing strategy.The dissertation includes four parts as follows:First of all, the dissertation will discuss the market background of the study. It briefly makes a further research on Apple App Store, including its developing situation, industrial structure, current presentation and marketing management pattern.Second part is the theoretical basis of the essay. First of all, it gives an introduction to three business model definition methodologies, which are Value Chain Creation Theory, System Theory, and Profit Pattern Theory. Then, it focuses on the internal and external analysis of elements which influence and change the mobile games’operation mode through structural module and association module from business model. Finally, an exploratory factor description and analysis will be involved in terms of mobile games’profit model and promotion model.In the third part, this dissertation points out studies on App Store developers’ marketing strategy from the perspectives of product, price, promotion, sources, and user experience, especially detailing about the unique user experience strategy of mobile games, including the statement of differences and relationship between the concepts of user experience and usability, how to meet the user experience in the idea, the meaning points of meeting user experience, and the basis studies on user data and competitive products.At last, taking Gameloft, the best-known mobile game developer, for example, the dissertation describes the marketing strategy on product, price, place and promotion combining the theory and practice, and gives a perspective of App Store’s market environment and game industry development trends. Finally, it compares Gameloft’s marketing strategy with Internet trends, proposing the development solution in the current market environment for Gameloft.