Research On The Influence Of Content Marketing In New Game Industry On Consumer's Purchase Intention

With the all-round development of the global Internet and the arrival of the era of "decentralization" of marketing methods,the content of marketing is becoming increasingly rich.The traditional marketing methods have been unable to meet the market demand,and can no longer be beneficial to the enterprise's benefit growth.The development of network media platform brings new development ideas to content marketing.At present,with the improvement of the network information dissemination and the audience's self empowerment,consumers gradually start to actively collect product information.This process mostly relies on social and diversified media,which makes the traditional one-way advertising communication gradually decline.Therefore,content marketing,which can share meaningful and multi-faceted product information,is regarded as the strategic direction of the overall development of today's enterprises.In the process of practice,although most enterprises have turned to content marketing,they have not achieved the effect of famous universities in terms of attracting consumers,establishing relevant connections,mining potential customers and strengthening user stickiness.At present,the content marketing strategy is widely adopted in various industries,but the benefit of enterprises is very small.In addition,content marketing has become the core content of the actual development strategy of enterprises,but there is no comprehensive and in-depth theoretical research on content marketing at home and abroad.At present,content marketing combined with internet big data is mainly used in developed countries where computers are widely used.The conclusions of content marketing put forward by foreign experts and scholars are not fully applicable to developing China.Starting from the above situation,we will mainly focus on the following issues: the role of brand building in content marketing,whether content marketing mode has an impact on consumers' purchase intention,etc.Based on the research theories of content marketing at home and abroad,this paper fully studies the theoretical content of content marketing,especially the theory of rational behavior,the theory of stimulus response,and thethree-stage model of content marketing,and further puts forward the theoretical hypothesis model.This paper also collects relevant data and information by means of questionnaire,interview and other methods,uses operational research methods such as regression analysis and variance analysis,further carries out exploratory analysis and summarizes the analysis results,establishes a reasonable hypothesis model,and finally constructs an empirical model of the impact of research content marketing on purchase intention,as well as the basic assumptions and theoretical models Further analysis and verification are made.The conclusion is that it has a positive guiding effect on consumers' purchase intention in terms of functional content,entertainment content,social interaction content,brand interaction content and self realization content of marketing,and the brand identity of enterprises is the intermediary between the functional content,entertainment content,self realization content of content marketing and consumers' purchase intention,for different enterprises Different types of products,functional content,brand interaction content and other marketing content have different effects on the construction of brand identity.