Market Analysis And Marketing Strategy Research On Female Oriented Mobile Game

With the characteristics of simple operation,mobility and portability,mobile game has become one of the key entertainments for modern people.Benefit From the growing popularity of smartphone and the rapid upgrading of 4G network,China's mobile game industry is starting to bloom.Huge market potential attracts many investors and entrepreneurs,making this industry grow more intense and competitive than ever before.Especially in the past two years,two giants in game industry — Tecent and Netease have occupied more than half of the market share,depriving the living space of small and medium game developers.In future,mobile game industry will face a more difficult survival environment,but one the other hand,it will develop in a healthy and ordered way,with more emphasis on game quality,market segmentation and innovation.Based on the results of many national and international investigations and researches on mobile game users,female users are growing rapidly.Women are not only more loyal than men when it comes to their gaming habits,but they also show stronger consuming intention.Despite all these facts,most of mobile games mainly focus on young and middle-aged men.The quality and quantity of “female games” fall far behind.On the basis of market research results,this essay chooses young female — a group with huge consumption potential as the main study object.The whole analysis process contains three parts: the first part analyzes the concept and characteristic of mobile game focusing on young women,then studies their hobbies and interests,behavior and habit,education background,career development etc.,and at last dissects them from the perspective of consumption psychology and consumer behavior;the second part summarize the survey result of Chinese women's game preferences,then choose two successful young female oriented mobile games from China and America,analyze their backgrounds,performances,and success factors individually,and conclude their traits through contrastive analysis;the third part analyze marketing strategy for young Chinese women oriented mobile games,and summarizes the full text.The innovation point of this paper is: put forward the concept of mobile game for young women,make a further segmentation of female mobile game market,and carry a detailed analysis on this group from consumption psychology,consumer behavior and other different aspects;abandon the traditional concept with emphasis on mobile game development technology,but focus on user's internal demand and marketing strategy.