Research On IP Development Of King Of Glory From The Perspective Of Integrated Marketing Communication

With the advent of the era of Mobile Internet,Mobile Games have become one of the mainstream entertainment,mobile game industry has been rapid development.But the game update iteration speed is very fast,the mobile game life cycle is unable to compete with the end of the game,many mobile games in the short glory after the life cycle of the plight.At the same time,the rise of the content industry has made IP a hot strategic resource.The life cycle of games is limited,but a well-run IP life force is unlimited,aware of this hand game developers have started to build their own IP.However,according to the current IP pattern in China,the influential Super IP is mostly concentrated in the fields of literature,Film and Television.As a leader in the mobile game field,King of glory skillfully takes the integrated marketing communication as the strategic direction of IP development and communication,and constantly innovates the content and presentation of IP through precise insight into the needs of consumers,by the consumer’s love and recognition."King of glory" is not the first application of integrated marketing communication to the development of mobile IP Games,is indeed one of the most ideal cases of communication.The research of its IP development strategy can provide valuable reference for the healthy development of mobile IP in China.The first part of the article firstly gives a brief introduction of IMC,including its development course,essential connotation and basic characteristics,which provides the theoretical basis for the following case study.Then it analyzes the Times background of IMC in "King of Glory" and emphasizes the necessity of IMC.The second part of the article is the research on the IP development of "King of glory"from the perspective of IMC.The article focuses on the innovation of IMC of "King of glory",it finds out the characteristic cultural orientation of Chinese Mobile IP,and develops a series of IP roles which are popular with consumers,which improves the interest and closeness of IP content.At the same time,the limitations of the game circle are broken,and IP derivative forms are actively innovated to create a new ecosystem of mobile IP with all-platform symbiosis.The third part of the article,based on the status quo of IP development,puts forward the problems existing in the process of integrated marketing communication of king IP:The content level,the lack of story of IP,and the lack of representative IP role,that keeps the IP content from condensing.In terms of derivative products,the presentation of IP in King of glory is diverse,but there is not enough influential boutique,IP is more regarded as a consumable,lack of a longer emotional connection with consumers.Strategic Layout,"King of glory" IP Integrated Marketing Communication lack of continuity and internal unity.In the last part,the author puts forward the corresponding optimization strategy,including the enhancement of IP story and the creation of powerful IP role,the integration of all resources and the creation of high-quality content that consumers like to see;Change the "consumption" development strategy,adhere to the continuity and inherent unity of integrated marketing communication.