Research On Short Video Marketing Strategies Of L Mobile Game Company

With the development of Internet technology and the popularization of mobile communication devices,mobile games are becoming more and more popular in the world.In China,the mobile game market has expanded in the past two years but the growth rate has declined.Many game companies are looking for marketing strategies that can make their productions stand out.As netizen and mobile game players tend to be younger,L mobile game company realized that short video channel is going mainstream nowadays.This article takes short video marketing strategies of L company as an example,using PEST analysis,Porter’s five force model,SWOT analysis to analyze the marketing environment briefly.Focus on the detailed analysis of the short video marketing strategies that Company L has implemented to discover problems,and use the AISAS consumer behavior analysis model and 4P marketing strategies to improve its short video marketing campaigns from five stages: attracting attention,generating interest,searching,purchasing actions,and actively sharing.In view of the problems of L company’s short video marketing,such as random delivery methods,poor content production,inconvenient search,low purchase conversion rate,and low willingness to share,this article uses the AISIA model to propose that accurate delivery of short videos can increase user attention;and it’s necessary to innovate short video formats and produce more interesting content to make users interested;enhancing the convenience of searching and setting up more game download links are directly related to the improvement of the conversion efficiency of short video marketing;both material and spiritual dual incentives can players be guided to share their experiences through short videos,and the entire short video marketing strategy will form a closed loop,effectively improve the level and quality of L company’s short video marketing.In addition,the marketing research thinking can also provide a reference for short video marketing of other mobile game manufacturers,which is conducive to the improvement of short video marketing capabilities and efficiency in the mobile game industry.