Research On Mobile Game,Brand Communication Strategy Based On User Experience

With the replacement and popularization of mobile phones for traditional mobile phones,today's mobile phones are no longer a simple communication tool,but gradually become a part of our lives,taking on multiple responsibilities for social,entertainment and information acquisition.The rapid development of the mobile Internet and the continuous upgrading of mobile terminal functions also showcase the huge space of the mobile application development industry.Entertainment and games are human instinct.In many types of mobile applications,mobile online games meet the needs of young people who are now overwhelmed by social pressure because of their unique and entertaining output.They urgently need a net to comfort the soul and feel pure and happy.Although the demographic dividend has gradually disappeared in the mobile game market,the market segment still brings huge profits.So how to establish and spread your own game brand,through a series of brand communication strategies that bring users a benign experience to capture the user's memory inertia,so that when players want to play games,the first label that appears in your mind is your game brand.Becoming a problem that current mobile game developers and operators need to think about.Among them,the "HONOR Of KINGS",a moba mobile game that has been on the line for about 4 years,is still firmly in the top spot of the "national hand tour" in China.The nature of the Internet products is special,the update is iterative,and the life cycle is short.The game can still maintain the good double-digit growth of daily active users.Such a steady performance and unshakable position,in addition to the game itself is well-made and playable,it can not be ignored and disengaged that Tencent itself attaches great importance to the strategic construction and integration of game brands based on user experience.Therefore,with Tencent's mobile game's ace "HONOR Of KINGS" as the starting point,the integrated marketing communication theory and SIPS model as the overall theoretical basis,through the literature research method to understand the"previous life" of mobile games,the questionnaire survey method understands the game in the hearts of players The brand image and the user experience attitude towards its brand communication strategy.The purpose sampling method is used to analyze the user's attitude towards the game brand and the specific brand communication strategy.The specific case is used to analyze and summarize the brand communication of "HONOR Of KINGS".Strategy,researching the background of the mobile Internet era to promote user spirit and personality awakening,through a series of brand communication strategies focusing on user experience,make their mobile game brand stand out from the mainstream of providing similar network products and services,and deliver clear and consistent brands.The image allows the game player to feel the deep spiritual experience and spiritual satisfaction brought by the brand.The article is divided into seven parts.The first chapter is the introduction,including the research background,significance,research results at home and abroad,research methods and the theoretical framework supporting the article.The second chapter focuses on the analysis of the history and dissemination of mobile game brands in China.The third chapter analyzes the brand elements and communication process of "HONOR Of KINGS".The fourth chapter is a questionnaire based on user experience,in an attempt to better analyze the brand communication effect of the mobile game.The fifth chapter briefly analyzes the specific brand communication strategy of the case activity of "HONOR Of KINGS".The sixth chapter analyzes its brand communication strategies in social media communication,interactive communication,experience communication,and cultural communication.The seventh chapter builds and analyzes the brand communication strategy model of SIPS,and the brand communication enlightenment that "HONOR Of KINGS"can bring to other game companies.Chapter 8 is the conclusion.With a view to the author's shallow knowledge,it provides a reference and reference for how mobile games in China can carry out their own game brand communication.