Research Study On The Online Game Marketing Strategy Of M.Power

M.Power is a middle size online game company. It does not have any competitor advantage compared with Tencent, 163.com, ztgame.com and Douyutv. Facing the increasing competition in the industry, the company has chosen the new commercial model of Online Game Live, avoiding the model of multi-player online. But the company has to increase its ability in marketing strategy and services structure under this decision. M. Power looks for a leadership position in the market segment. However, the priority is to make a plan for survival in the market. If the company cannot find a way to compete with the big companies, it will face a bottleneck during the development, threatening the survival in the future.This research study uses Michael Porter's Five Forces Model, the Marketing Theory of 7P, STP theory as the base, analyzing the external environment of Chinese Online Market industry and the bottleneck situation of M.Power. Then this study will focus on analyzing the marketing strategy of M.Power using 7P theory. It will summarize the core competence of the competitors of M.Power, especially Douyutv, its main competitor. The study will analyze the importance of making and executing a brand strategy. Through the analysis of the above theory, we get to the conclusion that M.Power could improve its own competitive advantage by increasing its technology level, building the brand and improving its service so it could have a place in the online game industry. The method used in this study could be applied to other online game companies. The competitive level of the whole China online game industry could be improved rapidly by applying the method used in this research study.