Improvement Of Marketing Strategy About Mobile Games In L Company

Since entering the new century,especially after 2010,the rapid development of mobile Internet,universal access to application of the smart phone,people more and more inseparable from the mobile phone in the daily life,cell phone game industry arises at the historic moment,ushered in the peak of development,become the customers of choice for entertainment and leisure,at present,China’s mobile game market has become the largest in the global,The growth rate is also the fastest in the world.As the mobile game industry continues become more mature,the game products continue to innovate,the competition in the game market has reached the white-hot point,the game operators are paying more and more attention to the loyalty and participation of users in the product.The booming mobile game industry has driven the development and competition of mobile game marketing.Game developers are increasingly pursuing the marketing effect,and extensive flow marketing is no longer the first choice.The promotion and marketing of mobile games are facing new challenges.Using 4C marketing theory,this paper analyzes the marketing strategy of L company’s mobile game from four aspects of users,cost,convenience and communication,and provides suggestions for the improvement of L Company’s marketing strategy.The main purpose of this study is to analyze the actual situation of L company by sorting out relevant theories of game marketing,reading relevant literature,and using SWOT analysis tools to find that L Company has unique advantages in the game product market.It has the advantages of high level of R & D and operation,good brand image,high flow and culture,local services in place,clear market positioning,accurate product positioning and simple game operation,but there are also some shortcomings,such as lack of popular games,single product structure;Game balance is not high,resulting in user loss;They fail to establish their own channels and rely too much on platforms.However,the development of the game has ushered in an unprecedented speed.When things go too far,the opposite will happen.The rapid development of the game has caused constant competition between game manufacturers at home and abroad,intensified the cost increase,and it is difficult to fill the gap of industrial talents quickly.Through the market survey analysis,using the theory of "4Cs" marketing,found that some of the problems on marketing strategy,analysis of L company mobile games are the general game users and how to grab the user’s eye,to attract the user’s time,money,emotion,is the biggest problem facing the company,thus the user’s needs is essential;The cost of money and time they are willing to pay for the game also needs to be considered;Customer service personnel are the front-line main force in contacting and communicating with users.Their service mentality,professional level and communication level all have a very important influence on users’ decisions in the game.Therefore,L Company should try its best to provide convenience for users.The cultivation of user loyalty is not overnight,so we should pay attention to user experience,communication with users,and pay attention to user data collected online and offline all the time for comprehensive analysis and tracking.This paper puts forward relevant improvement strategies for L company’s mobile game marketing.From the perspectives of customers,cost,convenience and communication,it puts forward the following suggestions: Pay attention to user needs and innovate game mechanisms;Reduce acquisition costs and develop potential customers;Pay attention to the convenience of the game,improve user stickiness;Regularly carry out activities,strengthen communication and other specific measures,so as to enhance game user participation and loyalty,and provide inspiration for the long-term development of L company’s mobile games.