The Research On Brand Communication Of Chinese Mobile Game Brands On Foreign Social Media

The economic development has increased the level of cultural and entertainment cosumption year by year,which drives the golden age of the culture and entertainment industry to come.As the top of the Chinese culture and entertainment industry,the game industry occupies a more and more important position in people's lives,especially with the development of mobile Internet and the popularity of smart phones,it entered into a rapidgrowth period.In the process of globalization,the long-term development of the mobile game industry will benefit from the communication.After collecting numerous information of brands and collecting the theory of their promotion as well as cross-cultural communication,this article selected Several Chinese mobile game brands that have developed better overseas: Tencent Games,elex,IGG and a foreign mobile game brands Supercell.Based on the analysis of their top game products via twitter which is a foreign social media,there are 800 sample tweets for each of the four mobile game brands,and 200 for each brand,which leads to the brand communication of Chinese mobile game brands on overseas social media.Through content analysis,it is found that the sources and forms of tweets on Twitter are various,and are mainly based on the combination of original and text+pictures;the content of tweet content is dominated by behavior-guided content,and relationship building and information-providing content Supplementary;intercultural communication strategy,Chinese mobile game brands strategy varies;and brand communication effect is related to the source,form,content of the tweet have a certain relationship,in which the content of the greatest impact.Although China has become the world's largest mobile game market,Chinese mobile game brands awareness are weak,and brand differentiation is not adequately shaped.The brand's intercultural communication and communication effects still need further trials and explorations.Finally,this article puts forward some suggestions on brand communication time and space process,dynamic marketing communication of brand,and specific interest selection of brand communication for Chinese mobile game brands foreign brand communication operation mode;and the model of intercultural communication of mobile game brands in China.Explored and found three modes of relying on self-owned brands for intercultural communication,international brand acquisition through cross-border mergers and acquisitions,and brand win-win through overseas alliances;The pace of globalization,fine operations,focus on dissemination of strategic,improve user interaction,attach importance to brand strategy,enhance brand communication.It is hoped that through the study of this article,we can inspire the long-term development of Chinese mobile game brands and Chinese brands overseas.