The Research On Marketing Strategy Of Datang's GOHIGH Mobile Games

The revenue of China's mobile game industry has reached over fifty billion RMB in 2015, and Datang's GOHIGH Co., Ltd., as a national owned company of Academy of Telecommunication Research, has obtained certain advantages in this industry. Competition of the mobile game industry has been exacerbated due to the entry of foreign capital. Datang's GOHIGH industry dominance cannot be retained if the company merely rely on the technological support of the group company. The dominance might be lost if the problems in the marketing strategy cannot be solved as soon as possible.Based on the review of relevant theories and references, Datang's GOHIGH advantages and disadvantages were identified in this article through the analysis of the company's internal status and its competitors; the opportunities and threats were analyzed through the macro environment analysis; and further more, the company's target market was segmented and identified, and the consumer group of the company's products was identified as well based on the STP theory. This company was identified to be an advanced mobile terminal and mobile game developer, distributor and operator in China, which develops and promotes traditional entertainment mobile game products focusing on the youth group and primarily develops VR mobile games combined with original film IP factors. Film based VR game development is established based on the aforementioned company identification and the differenciation principle. The products are promotes through mutilple channels via the flexible and comprehensive monthly tariff. Effective marketing is achieved based on the promotion strategies of advertisement, theme, new media and public relations. Finally, protective measures are provided covering the topics of marketing strategy implementation, organization, human resource, capital, services, culture establishment, risk investment introduction, etc.The conclusion of this article can be instructive to the marketing practice of Datang's GOHIGH mobile game business, and can be used by other companies in this industry for reference.