A Study Of Marketing Strategy Of K Game Company In American Market

With the breakthrough and popularization of 5G technology,the functions of mobile phones are becoming more and more perfect and powerful.Mobile games have performed well in the global market in recent years.With the large-scale growth of the mobile game market and the expansion of market demand,K game company was born with the trend,starting with American Texas poker game products,facing the overseas market and taking the United States,the birthplace of Texas poker,as the main market.Now it has possessed certain economic and technical strength after years of development and has established a certain popularity in the overseas game market.However,the slow growth of business in recent years has gradually highlighted many problems in the existing marketing model.This research mainly takes the most representative P game of K Company as an example,analyzing the problems existing in its marketing strategy.Using the relevant literature research method and questionnaire survey method,combined with structural equation model;Using PEST and SWOT analysis tools,this paper analyzes the marketing environment of K company in American market;With the help of structural equation model,the diagnostic model is constructed.Based on STP and 4Ps marketing theory,questionnaire survey results and diagnostic model measurement results,and through comprehensive analysis,it is found that K company’s marketing strategy has the following problems: First,the market segmentation research is not deep and detailed enough,the target market selection strategy is single,and the market positioning is too general and huge.Second,the product category is single,and the stamina is insufficient.Compared with the products of competitors,there is no obvious differentiation,lack of its own characteristics,and the playing methods are not innovative enough.Third,the low-price strategy restricts the development of competition.The pricing of some commodities is unreasonable,and the pricing method is relatively simple.Fourth,the channel cost continues to rise,the promotion mode is single,the product promotion conversion rate is low,and the promotion preference is insufficient.Further,after structural equation model,PEST and SWOT analysis,combined with STP and4 Ps marketing theory and questionnaire analysis results,specific suggestions for optimizing live broadcast marketing strategy are put forward as follows: First,increase investment in market research,carefully study the consumer behavior in potential target market areas,appropriately adjust the selection strategy of target market according to market changes,emphasize product differences in market positioning,establish product characteristics and establish a unique market image through product differences.Second,improve the entertainment and social attributes of game products,optimize the experience of game products,innovate products,establish brands,develop game products of other categories,and enhance the company’s anti-risk ability.Third,adjust the minimum selling price,price the combination of multiple groups of goods,adopt more mantissa pricing strategies,and optimize commodity pricing methods such as differential pricing according to the personal characteristics of consumers.Fourth,increase a variety of promotion and marketing channels,increase sharing functions,implement the reward mechanism for inviting friends and other self-marketing channels,optimize the process and design of promotional activities,and increase the preferential intensity of promotional activities.