| The 2020 China Game Industry Report which jointly released by the Game Working Committee of the China Audio Digital Association(GPC)and the China Game Industry Research Institute showed that China has more than 660 million game users,and the actual sales revenue of the Chinese game market reached278.687 billion RMB.To get a global view,the Chinese game market is undoubtedly the world’s largest and most competitive gaming market,whether it is calculated based on revenue or the number of game users.This is described in detail in the 2020 Global Game Market Report released by the third-party organization Newzoo.At the same time,Chinese game developers are world-known for their excellence in mobile game development.It has important significance as a reference for the future development of the entire gaming industry to explore the topic of product placement marketing based on games as a new media.Especially the rapid development of China game industry and many Chinese game developers have successfully launched overseas.WY Company founded in 1997.It has twice ranked first in the Top Ten Internet Websites in China that organized by the China Internet Information Center.It entered the game industry in 2001 and become one of the seven largest game companies in the world.WY Company was the Top 2 in the Top 52 Global Publishers2020 Ranking that released by the third-party organization App Annie.Overall,it has important theoretical value to take WY Company which is one of the leading companies in the game industry as the research object.It is difficult to clearly define the attributes of a company or a brand with the increasingly fierce market competition in all walks of life,as well as the mutual penetration and integration between industries.Crossover Cooperation immediately became the keyword of the current international trend with a cutting-edge attitude towards life and a representative of the integration of aesthetic styles.This article takes WY Company as an example to analyze the development status and development trend of the China and overseas game industry-related documents and reports as a background by the literature research method.It uses the PEST model to analyze the macro marketing environment and uses SWOT model to analyze WY Company’s microenvironment.It was found that WY Company’s online games market segmentation standards were not comprehensive enough,the target market was biased,and the market positioning was not clear by used STP theory(Segmenting,Targeting,and Positioning).After a series of analyses by used 4R marketing theory,it was found that the product placement marketing strategy of WY Company’s online games has lack of understanding of target users and lack of innovation in implanted marketing forms,lack of overall planning of implanted marketing and the failure to maximize the economic benefits of implanted marketing content.This article provides relevant optimization suggestions for optimizing the implanted marketing strategy of WY Company’s online games based on the existing theories,combined with WY Company’s current implanted marketing status,existing problems,and reasons.First,expand the target of cooperation in implantable marketing,which can be met by setting up a business development team and targeted expansion of implanted marketing cooperation.Second,design more attractive implantation forms,which can be satisfied by rationally deploying developers before each implanted marketing cooperation project and improving the level of R&D capabilities.Third,the overall planning of implantable marketing can be met by regularly organizing core developers and marketing staff to hold meetings to discuss and formulate annual cooperation plans and strengthen the communication between the R&D team and the business development team.Fourth,design marketing content based on the consumption preferences of game users.It can conduct research by extracting the back-stage data of online games and understand the users’ main paid content,study the characteristics of the cooperation partner,and design around the users’ main paid content.At the same time,this article provides guarantee suggestions on the optimization plan from the four aspects of human resource,technology,risk,and capital.The above four optimization suggestions can effectively improve and optimize the current problems of WY Company’s online games in the product placement marketing strategy,increase WY Company’s online games revenue,and maintain or even increase WY Company’s market share in the online game market. |
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