Research On Marketing Strategy Of XL Company’s Mobile Games

Since 2009,with the rapid development of China’s economy,the encouragement of demographic dividend,and the continuous innovation of 4G and 5G technologies,the mobile game industry has stepped into a mature and stable stage.Mobile games are convenient,with a wide base of people and a high input-output ratio.However,with the gradual saturation of the mobile game market and the gradual disappearance of demographic dividend,mobile games have gradually transitioned to the period of content dividend,and the quality requirements of Internet games have been significantly improved.Therefore,major manufacturers have begun to develop games and become content producers.“Dou Luo Da Lu 2 Jue Shi Tang Men” is based on the novel of the same name,XL company developed a spontaneous MMORPG mobile game,on March 19,2020 in Android and i OS platform online release.At the same time,several other games of Dou Luo IP have also been online.In the face of several equal IP competition under the attack,XL company how to take effective measures to ensure that the game in the market position,is an urgent practical problem to be solved.This paper comprehensively introduces the marketing status of XL company,summarizes the problems in marketing.Using the 4P theory,from the product,price,place and promotion of four points of view,this paper investigate the current marketing strategy for the problem.Inadequate control of product development,low retention and payment rates,weak channel relations,and innovative promotion methods.Subsequently,PEST analysis,Porter’s five Forces model and SWOT matrix are used to analyze the macro and micro environment XL company is facing.The game has unique resources and IP advantages,but the research and development team is weak,and competitive products seize the market.Through the research on the players’ consumption behavior,further market segmentation and positioning,clear the game in XL company’s marketing strategy.Products should be refined and updated constantly,and the trend of micro-payment should be grasped.Besides operating main channels,key channels should be maintained,and offline promotion methods should be increased to carry out combined promotion.