| Since 2008,with the rapid development of the Internet industry,a large number of new mobile terminal technologies have begun to emerge in China.Against this backdrop,the traditional Internet industry had quickened its steps to promote the development of multi-terminal and multi-contact Internet technologies.In 2012,intelligent mobile terminal technology caused a sensation throughout the Chinese market,and the subsequent rapid popularization of its operating system brought about an earthshaking change to the whole Internet industry.As statistics show,China has a total of 1.19 billion mobile Internet subscribers,and Internet technologies have developed rapidly under the support of the mobile terminal platform;thanks to their portability and other various advantages,intelligent mobile terminals have,with remarkable speed,replaced traditional core Internet businesses that could only be realized on computer terminals in the past.This period also witnesses the quick boom of the smart phone-related businesses,among which the mobile game business has shown the strongest momentum.Honour of Kings,a MOBA mobile game developed and run by Timi Studio Group of Tencent Games,is operated on Android,IOS and NS platforms.It had its official public beta on Android and IOS platforms on November 26,2015,with former names being Heroic Battle and League of Kings.Arena of Valor,the Western version of Honour of Kings,was put on sale on Platform Nintendo Switch in 2018.The mobile game product of Tencent,Honour of kings,sold very well in recent years,with data showing that its active users have reached 50 million among over 200 million subscribers.Its heated discussion index for Weibo topics even hit over 70 million,creating many myths in the industry of mobile games.However,the throne of the game as a marketing myth is being threatened by devotion from giant game producers on mobile games and impacted by Tencent's own other games,posing a new challenge to our marketing strategy.The frequent declining sales of Honour of Kings is restraining the growth of our company,which is in the midst of a rapidly developing period.The decline not only severely reduces our profit generation efficiency,but also increases the risk of a potential sales decrease or even a failure for the company.As for Honour of Kings,the biggest realistic problem now is how to take effective measure to prevent the game's marketing profits from decreasing and to realize an increase.In recent years,“Arena of Valor”,a Tencent mobile game,has made a spectacular market performance.Statistics show that the game has 50 million active users out of more than 200 million users,and it's a heated topic whose Microblog Popularity Index has reached over 70 million.As a mobile game it has created many a “myth” in the mobile game world.Its triumph of gaining such a big market share in today's fiercely competitive mobile game market could not be separated from its successful marketing strategies.After making a thorough examination of existing literature on the marketing strategies of mobile games,we can easily see that scholars in general have merely explored the marketing tools and effects of “Arena of Valor”.This thesis,based on an innovative combination of general marketing theories and “the Marketing Theory of4Ps”,examines the marketing strategies of “Arena of Valor”,comprehensively discusses these strategies' advantages and disadvantages,and analyzes the game's marketing prospects.The research findings of the thesis are of great research value,and they particularly show that the selection of the marketing mix strategy in the mobile media market is of great significance to the sound and steady development of the overall mobile game market. |
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