国际手机游戏的营销案例调查与分析_英语论文

Investigation and Analysis of Marketing Cases of Mobile Games

摘要

高普及度的4G网络使得智能手机用户能够享受更多联网功能，各种移动端软件也应运而生，其中手机游戏更是发展迅猛。相较于电脑游戏，手机游戏更方便快捷，能够随时随地使用，深受当代年轻人的追捧和喜爱。作为新兴产业，手机游戏市场潜力巨大，其衍生产品多和碎片化时间使用的特性不仅满足了用户的个性化需求、符合了社会潮流，也带来了多样化盈利，是手机游戏产业蓬勃发展的基础。但由于研发创新性不够等原因，现在的手机游戏还有很多不足。 

本文以开心消消乐和愤怒的小鸟为例，研究国内外手机游戏的市场发展现状，了解其发展历程，结合具体实例讨论并分析现在市面上的手机游戏产品的长处与局限，探讨影响手机游戏产业发展的因素，根据调查分析结果得出相关结论和建议。手机游戏要想获得好的发展，就要以创新为核心竞争力，运用合适的宣传渠道，树立优秀品牌形象，配合营销策略。本文揭示了如何把握手机游戏产业的正确方向，探索未来手机游戏的发展战略，以期给手机游戏带来更大的市场。

关键词：手机游戏  营销策略  发展战略

Abstract

Today, people can enjoy more online functions through mobile phones than anyone who had ever lived due to the development of 4G communications network, high-tech smart phones and various mobile applications, among which mobile games develop rapidly. Whenever or wherever people are, it is always more convenient to play games on phones than bulky computers, so mobile games are extremely popular between youngsters. There is no doubt that the industry has huge potential. Plenty derivative products and fragmented-time-playing contribute to the booming development of mobile game industry by catering to users or going along with social trends. However, there are also many problems exist in this emerging industry like inadequate innovations due to the short history of this new industry.

This thesis will study both domestic and foreign development trends of mobile game markets, taking Happy to Eliminate ( a domestic mobile game) and Angry Birds (a foreign mobile game) as examples, and then analyze the strengthens and weaknesses of them. If mobile game market wants to be more promising, they should regard innovation as core competitiveness, expand more markets, set good brand image and develop new technologies. Finally, it will find the right direction and discover new strategies in future.

Key words: mobile games   marketing theories   development strategy

Contents

Chapter 1 Introduction 3

1.1 Main Content of the Research 3

1.2 Innovation Points 4

Chapter 2 Definition and Classifications of Mobile Games 5

2.1 Definition of Mobile Games 5

2.2 Classifications of Mobile Games 6

Chapter 3 Development of Mobile Games Market 6

3.1 Development of Global Mobile Games Market 6

3.2 Development of Chinese Mobile Games Market 7

3.3 Policy Environment of Chinese Mobile Games Industry 8

3.3.1 Innovation Policies 8

3.3.2 Mobile Traffic Reform 9

3.3.3 New Policies on Mobile Games 10

Chapter 4 Analysis of Successful Cases 11

4.1 Angry Birds – An Oversea Mobile Game 11

4.1.1 Attractive Characteristics 11

4.1.2 Adaptation and Advertisements 12

4.2 Happy to Eliminate – A Domestic Game 13

4.2.1 Attractive Characteristics 13

4.2.2 Some Excessively Hard Levels 14

4.3 Conclusion 14

Chapter 5 Analysis of Marketing Strategies 15

5.1The Importance of Marketing and Customer Value 15

5.2Analysis of Marketing Strategies 16

5.2.1 Experiential marketing 16

5.2.2 Hunger marketing 17

5.2.3 Cooperative strategies 17

5.2.4 Product Differentiation 18

Chapter 6 Suggestions on Future Development Strategies in China 19

6.1 The Core Competitiveness---Innovation 19

6.1.1Adding Cultural Element 20

6.1.2Adding Virtual Reality Element 20

6.1.3 Focusing on Target Consumer Groups 21

6.2 Extending Value Chain 21

6.3 Protecting User Data and Copyright 21

6.4 Focusing on the Responsibilities of Companies 22

Chapter 7 Conclusion 23

Acknowledgments 24

References 25