Study Of Marketing Strategy Of Mobile Games Based On Consumers Behavior

With the development of intelligent terminal, the mobile internet has gradually permeated various fields of people’s work and life. People can watch the news,watch TV, browse e-books, listen to the radio, listen to the music, play e-games, chat with friends, or even shop online and complete electronic payment anytime and anywhere. The rapid development of mobile Internet applications has already changed the information society strongly.The mobile game has strong characteristics of the mobile internet,it attracts the masses of users because of the relationship with entertainment and amusement. In order to adapt to the development needs better,the enterprises should take into full account the consumer behavior of the mobile game.Refer to a large amount of literature, such as the consumer behavior of the definition, the origin, the development course, the practical research principles and methods, and the domestic and foreign related research literature, the article has analyzed the current foreign mobile game industry development situation deeply, including three traditional major markets, Japan, the United States, South Korea, and the emerging markets such as southeast Asia, Latin America, and eastern Europe.With the analysis of the status of operation of the existing domestic mobile game industry and the behavior of mobile game consumers, the article summarizes the apparent characteristics of the mobile games active users.On the basis of several foreign outstanding marketing cases, the article also works up three kinds of main marketing suggestions on the development of mobile games in China,including product design, distribution channels, and the depth operation, etc.Eventually the article has come to the conclusion to the positive significance and related application value of the mobile game.