Research On The Brand Communication Strategy Of MOBA Mobile Games

The rapid development of the mobile Internet and the improvement and upgrading of mobile devices,while bringing huge development space for the mobile game industry,it has also brought huge competitive pressure to the mobile game industry to a large extent.In this context,the mobile game function has undergone tremendous changes under the impact of technology and industry competition.In the original entertainment function,social,competitive,and cultural communication functions have gradually been derived,which has promoted the value of mobile game brands.Brand communication is an important magic weapon for mobile games to be invincible in the fierce competition.In the end of 2015,the official launch of the Mobile Game "King of Glory" is such as the use of brand communication in a short period of time to occupy the mobile game market,holding the first chair in the mobile game?The brand marketing communication strategy behind it is worth studying.In order to better explore the reasons,from the perspective of brand communication,this article divides the brand development of "King of Glory" into four stages: start-up period,exploration period,transformation period,and growth period,and borrows the AIVSA consumer behavior model to analysis of the brand communication strategy of "King of Glory".Through research,it is found that the mobile game "King of Glory" fully understands the behavior characteristics of consumers,stimulates their perception and interest according to the needs of consumers,realizes experience sharing,builds interactive connections,and spreads brand information to the audience to enhance the audience's Brand awareness to strengthen brand identity.It is undeniable that "King of Glory" also has unavoidable immersion problems and insufficient grasp of cultural strength in the successful brand communication process.Finally,on the basis of analyzing and summarizing typical cases,this article summarizes and summarizes the advantages and disadvantages of its brand communication from the perspective of communication,and tries to provide several targeted suggestions for the future brand development of the domestic mobile game industry.