Analysis Of The Communication Strategy Of Chinese Mobie Games In Vietnam

As an important part of the cultural industry in the new era,online games cannot be underestimated in terms of economic benefits and cultural values.Today,the Internet and the increasing popularity and upgrade of the mobile Internet have also provided technical support for the development of online games.With the continuous rise of the young and middle-aged population,the development of the online game industry still has a lot of potential.In recent years,China's online game exports value has increased year by year,especially for Southeast Asia,which accounts for 70%of the total exports.Vietnam,as the world's "fourth largest" online game market,is one of the most popular and oldest online games in China.The youth population accounts for 50%of the total population of Vietnam,and the number of mobile Internet users is even more.It is climbing sharply.Garena Li(?)n Qu(?)n Mobile(Vietnamese version)entered Vietnam in October 2016,and topped the list of major software applicat-ion markets in Vietnam.Its number of players in the development of the Vietnamese market stood out in homogenous games and became Vietnam.The obile game of the whole people has certain representativeness and typicality in the operation of intercultural communication.The first part of the thesis gives an overview of the whole research's proble-ms,significance and purpose,problem solving,research methods and related lit-erature review.The second part analyzes the background of Chinese online gam-es entering Vietnam,the formationof the Vietnamese game market and the king.The development status of Garena Li(?)n Qu(?)n Mobile(Vietnam version)in Vietnam focuses on the representativeness of the Garena Li(?)n Qu(?)n Mobile(Vietnamese version)in the cross-cultural communication of China's mobile ph-one exports to Vietnam;the third part,based on Hall's"encoding and decoding"Theories,using text analysis,random sampling,questionnaires,and indepth interviews,analyze the localization of game development and agency companies,as well as the decoding ofthree different players,and the characteristics of communication and live games.At the same time,the Garena Li(?)n Qu(?)n Mobile(Vietnamese version)in the APP storeand Google play download freque-ncy and player reviews,to examine the effect of its cross-cultural comunication;the fourth part based on the research concl-usions,summed up the Garena Li(?)n Qu(?)n Mobile(Vietnamese version)in the cross a bit of the cultural comunication strategy pointed out the problem,and on this basis,it provided some inspiration for the future development of Chinese mobile games and the localization code of Vietnam.This paper hopes to provide a typical case study for Chinese game compan-iesthat want to enter the Vietnamese game market through the study of the cross-cultural communication practice of the Garena Li(?)n Qu(?)n Mobile(Vietnamese version)in the Vietnamese market,and also for the Chinese network.The game penetrates overseas markets to provide reference.