Case Study On The Marketing Strategy Of Mobile Phone Network Game "Ghost Story",NetEase

W ith the arrival of the 4G era,mobile phone terminal equipment the emergence of new mobile phone network gam e form,more mature more intelligent gradually enter the m arket,mobile phone network game began to force the mobile value-added service has become a new field quickly occupied the market.Because the mobile phone network gam e profitability is obvious to people,attracted m any manufacturers engaged in this industry,and how to gain a foothold in the m obile phone network game market competition in a slice,then the use of a variety of m arketing methods to m arketing products,it is particularly im portant to the development of product marketing strategy.Firstly,this paper analyzes the current situation of the mobile game market,and draws the development trend and the existing problems.Then combined with the relevant theories of marketing,integrated marketing theory,mobile phone game theory,through the research of the NetEase,and the NetEase has a mobile phone network game company representative of the "ghost story" as an exam ple,the analysis of the game promotion target market,audience,and the mobile phone games and other traditio nal mobile phone network gam e.Comparison of product advantages.At the sam e time,it describes and analyzes the marketing strategy from the aspects of brand m anagement,profit model,advertising and integrated m arketing.Get the key factor in the success of this m obile phone game,which extends to the current mobile game marketing inspiration.