Research On Experiential Marketing Strategy Of Cloud Game Platform In NetEase Company

With the growth of the global economy and the advancement of science and technology,especially the increase in network speed brought about by 5G communication technology,a new game model called cloud gaming has emerged,bringing disruptive changes to the traditional video game industry.In the fierce competition in the cloud gaming market,finding suitable marketing strategies to improve the participation and loyalty of cloud gamers is increasingly valued by major game companies.There is less research on the cloud game industry in China,and the research on the marketing strategy of cloud game platforms can not only enrich the existing research results,but also provide reference for the healthy development of the market in China’s cloud game industry.This paper takes the Net Ease cloud game platform as the main research object.Through the collation of the data and literature consulted,the problems existing in the marketing process of Net Ease cloud game platform are analyzed from the perspective of experience marketing.Then analyze its macro environment and micro environment to clarify its advantages,disadvantages,opportunities and threats.Finally,the STP strategy is selected,the market positioning is re-positioned,and the 5Es marketing strategy is combined with the actual situation,the marketing strategy is improved and the safeguard measures are formulated.Through analysis and research,this paper proposes marketing strategy improvement suggestions for Net Ease cloud game platform from both online and offline aspects,and improves the sensory experience of PC and console games and optimizes the user’s social connection experience in terms of online platform.At the same time,it pays attention to the promotion of offline activities,and carries out experience activities such as campus e-sports,free cloud game experience,and gift souvenirs.Therefore,this paper applies the experience marketing theory to the marketing strategy of Net Ease cloud game platform,and proposes suggestions for improving its marketing strategy to solve the problems in its marketing.