Analysis And Research On Application Of International Marketing Strategy Of GX Company Based On 4V Theory

With the development of mobile Internet,a relatively complete industry chain has been developed in the mobile game industry,and excellent products of enterprises from various countries can be probably spread at high speed worldwide as they meet the demands of users in some subdivisions.With broad prospects,the industry has good development tendency in the upstream and downstream of industrial chain.However,Chinese enterprises as content providers do not develop and design products which can be accepted highly worldwide,and global offerings and international marketing strategies are in the relatively primary phase.Based on mobile game service of GX company,this paper explores international marketing strategy and further globalization development strategy of China's mobile industry in combination with Chinese manufacturers' experience on technological and product innovation and marketing.Bearing the social responsibilities of cultural transmission and value export,it promotes positive image establishment of Chinese brands and cultural integration of East and West.Guided by development routes of marketing theory,this paper considers internationalization strategy and cultural value output strategy of GX's mobile game project as start point of research,and GX's mobile game project as research objects to make a deep research and discussion on international marketing status,internal and external environments and problems of Chinese mobile game enterprises.This paper integrates theory and practice in the research and makes a detailed introduction to relevant marketing theories,and introduces and compares 4P,4R,4C and 4V theories and then makes an in-depth comparative analysis on their advantages and disadvantages for laying the foundation subsequent optimization of marketing models and strategies established by GX Company.This paper firstly states GX Company and its industry background,GX Company's strategies and social responsibilities,and further diagnoses problems existing in actual distribution and proposes solutions for GX game products' problems in international marketing according to changes in the mobile game industry and global market and in combination with differentiation,functional flexibility,additional value and resonance strategies.Based on research of 4V marketing theories,market features and actual conditions of GX Company are combined to set up an international marketing model of the company,thereby giving full play to its own features to integrate links of industrial chains,increase profit rate,build international brands and continuously export excellent Chinese products under the environment of sudden rise in exhibition costs arising from fierce market competition,serious product homogenization and information explosion.It concludes that GX Company will play the roles of the application content provider and distributor in the mobile game industry;international distribution of mobile application products of GX company and globalization distribution routes of peer companies are put forward by referring to knowledges of marketing theories and management knowledge hierarchy during the MBA study of the author,and detailed cases are provided for practical application of other enterprises in international marketing,with certain reference values.