Research On The Marketing Strategy Optimization Of Mobile Game Products

With the in-depth development of China’s mobile Internet and the continuous optimization and upgrading of intelligent terminal functions,the mobile game sector,which is included in the cultural industry,is constantly releasing its market vitality under the steady growth of China’s economy and the active guidance of policies and has grown into a hundred-billion-level market player.In the process of stable development,mobile games have gradually broken through the scope of a single entertainment carrier and constantly expanded to achieve more value extensions.Relying on its characteristics of integrating materiality,economy,spirituality and culture,with the promotion of technological development,mobile games have gradually become a window for public social interaction,cultural experience,and creative expression,and are interacting with more and more people.In the context of China’s slowing population growth and fading of mobile game user dividends,the mobile game market has become saturated after rapid development,and stock competition also urgently needs to realize the transition from the "high-speed growth stage" to the "high-quality development stage".In the new era,all game developers are facing a series of new challenges,such as conforming to national development strategies,meeting the ever-increasing aesthetic threshold of users,resolving previous prominent contradictions,taking into account both technology and humanities to increase market share and revenue share,as well as to achieve the unification of both economic and social benefits.Selecting Honor of Kings,a domestic phenomenon-level mobile game developed by Tencent,as the research object,this thesis first adopted the PEST model to analyze the macro environment of Chinese mobile game products and clarified the future development direction of mobile game products for enterprises.By introducing Michael Porter’s Five Forces Model,it analyzed the current competitive situation of mobile game products and clarified the current competitive environment.Then,based on the 4P theory,it analyzed the products,channels,prices and publicity strategies adopted by Honor of Kings in the micro-market environment,and stated its shortcomings in marketing strategies.It also used the SWOT analysis method to summarize the current superiority,weakness,opportunity,and threats of Honor of Kings.Finally,on the basis of the above research,from the perspective of the unification of economic value and social value,it used the AARRR model to sort out the optimization measures of the marketing strategy of Honor of Kings from the five links of the user life cycle,so that to provide more decision-making references for enterprises and support them to establish a long-term competitive advantage in the fierce market competition.