The Factors Of PM Blind Box Player Loss And Its Countermeasures

As of December 30,2020,there were more than 1,200 companies in the country involved in the "trend toys,blind boxes,and figures" brands,and more than 80% of them were newly established in the past five years.The number of people buying blind boxes is increasing year by year.More than 60% of trendy game players prefer blind box products,and blind boxes have become the most popular trendy toys in China.However,trendy game companies that mainly focus on blind box products are still immature in terms of player management,resulting in the loss of players from time to time.Nowadays,there are countless new fashion play companies added every year,and the competition between companies is becoming increasingly fierce.At the same time,there is more and more room for trendy game companies to choose from in the market,and blind box gameplay is no longer attractive enough.According to the law of 28,the maintenance cost of maintaining a loyal player is much lower than the development cost of discovering a new player.If the company still ignores the player maintenance work,the player resources developed by those companies with high cost in the past will be lost to the competitors,which will not only affect the revenue of the company,but also affect the attitude of the existing players towards the company.It will affect the choice of potential players to the enterprise,and will ultimately affect the survival and development of the enterprise from a longterm perspective.The maintenance of loyal players is very important in the stage of rapid development of the enterprise.Determining the factors of player churn and how to reduce the player churn rate is the focus of this thesis,and it is also an important issue related to the sustainable survival and development of enterprises.Studying the loss of players can find the deficiencies of Chaowan enterprises,and adjust them to promote the sound development of enterprises.This thesis takes PM blind box lost players as the research object,mainly adopts literature analysis method,interview method and other methods,and uses the theory of perceived value and expectation inconsistency to conduct in-depth and systematic research on the main content.Firstly,by reviewing the relevant research and industry characteristics of blind box and customer churn,the current situation of PM blind box player churn is investigated and analyzed.Secondly,based on the concepts put forward by other scholars and conducting interviews,a model of perceived value combined with expectation discordance theory is proposed.The model is based on four independent variables and one intermediate variable,which are the product’s own problems,cost,decreased interest,negative social impact and negative expectation confirmation,to verify its impact on the negative attitude of the dependent variable.Then,according to the hypothesis,a questionnaire is designed,and the questionnaire is distributed by selecting lost players.Through data analysis,it is concluded that the product’s own problems,cost,decrease in interest,and negative social impact have a significant positive impact on the negative expectation confirmation.It is established that the problems of the product itself,the decline of interest,and the negative social influence have a significant positive impact on the negative attitude.Finally,combined with the proven player churn factors,specific solutions are put forward for PM blind box player churn,including four aspects: improving product management,cost control,improving fun,and changing negative social impacts.The research value of this thesis is that it can effectively control the turnover rate of PM blind box players,improve the stickiness of PM blind box players,enhance the competitiveness of PM companies in the trendy gaming market,and maximize the benefits of PM companies in the trendy gaming industry.At the same time,some situations that exist in PM blind boxes may also exist in other trendy game companies.Therefore,the countermeasures proposed in this thesis can also have certain reference significance for the tide play industry.