Research On Mobile Game Advertising Marketing Strategy Of M Company

With the development of computer technology and mobile internet,the game industry represented by hand travel has entered a blowout and become the mainstream of entertainment and leisure for young people.China has become the largest and fastest growing game market in Asia and even in the world.A "King's Glory" tour let 200 million people Carnival online,while driving the development of the surrounding industries,food and beverage,beauty,hairdressing,sports and other traditional life services industries also benefit from the situation,even through Wang's IP to create a new culture of traditional Chinese culture and promote the digital transformation of traditional cultural industries.The vigorous development of hand-travel industry has also led to the development and competition of hand-travel advertising.Advertisers' pursuit of advertising effect is increasing day by day.Advertising platforms are facing new challenges.Based on M company's digital advertising business and by means of advertising platform,this paper studies the marketing strategy and marketing strategy of hand-surfing Internet effect advertisement.The purpose is to understand and analyze macro-environmental impact factors through PEST,analyze micro-environment by using Porter's Five Forces Model,and outline the basic competitive situation of mobile game advertisement according to marketing and management theory.Policies and demographic dividends are weakening,the cost of purchasing traffic is rising sharply,the market is flooded with inferior traffic,domestic hand travel products are plagiarized and replaced everywhere,high-quality products are scarce,the head effect of manufacturer and media is obvious,the bargaining power of advertisers and buyers and media sellers is stronger,and the advertising platform needs to seek a new mode of purchasing volume;At the same time,the internal enterprise of M company needs to be analyzed with the method of strategic factor evaluation.Conditions and external environment,advertising platform through the traditional high-priced access to traffic,the mode of large-handed package traffic resources is difficult to sustain,the sustainable competitive advantage of hand-tour advertising marketing promotion has changed from pure traffic resources to large data resources and data mining capabilities,not directly competing on the original brand promotion cake,to break through with technical advantages that are difficult to imitate.The field of effect marketing.Policies and demographic dividends are weakening,the cost of purchasing traffic is rising sharply,the market is flooded with inferior traffic,domestic hand travel products are plagiarized and replaced everywhere,high-quality products are scarce,the head effect of manufacturer and media is obvious,the bargaining power of advertisers and buyers and media sellers is stronger,and the advertising platform needs to seek a new mode of purchasing volume;At the same time,the internal enterprise of M company needs to be analyzed with the method of strategic factor evaluation.Conditions and external environment,advertising platform through the traditional high-priced access to traffic,the mode of large-handed package traffic resources is difficult to sustain,the sustainable competitive advantage of hand-tour advertising marketing promotion has changed from pure traffic resources to large data resources and data mining capabilities,not directly competing on the original brand promotion cake,to break through with technical advantages that are difficult to imitate.The field of effect marketing.