浅析手游的营销策略-以网易游戏《倩女幽魂》为例_英语论文  

A Brief Analysis of Marketing Strategy of Mobile Game —— Take A Chinese Ghost Story As An Example

摘要

随着手机技术的不断更新，手机的功能也日益增多。由最初单一的通讯功能增加了各种各样的诸如听歌、电子书、拍照摄像、网页查找以及本篇论文所涉及的游戏等功能。正是因为这日新月异的科学技术，游戏的种类也由最简单的单机游戏（不用联网）如贪吃蛇等变化到需要联网的手游如《倩女幽魂》等。正是因为游戏的不断更新，对手机技术各方面的要求也不断地被要求提高，因此，各手机公司不断升级系统，进化软件，以期通过设计出适合手游顺畅运行的手机系统，从而达到利益的最大化。本文以网易手游《倩女幽魂》为案例分析手游的营销策略，并通过SWOT分析法分析网易公司手游潜在的风险、未来的发展前景以及面临的挑战。同时运用4P理论分析其在市场、定位、产品等方面的优势，对其树立的品牌进行研究，探究其奉行的绿色游戏、革新技术、尽善尽美的游戏理念，分析其在手游市场的胜因。

关键词：手游   《倩女幽魂》   策略分析

Abstract

With the updating of technologies, the functions of mobiles are increasing day by day. In the beginning, mobiles can only be used to make calls and receive messages, while now, people can listen to music, take photos, surf online and play games, etc. on mobile phones. Because of the fast-changing technologies, types of games have also changed from the simplest single game (such as Gluttonous Snake) to the online game (such as A Chinese Ghost Story). Because of the update of the game, every aspect of mobile phone technologies have been also constantly required to be improved. Therefore, the mobile phone companies continuously upgrade their systems, and update software, in order to design a suitable system for the mobile game smooth operation so as to achieve the maximization of interests. Based on the case study of Netease mobile game A Chinese Ghost Story, this paper analyzes marketing strategies of mobile games, and through the SWOT analysis method, it further analyzes future development prospect of the potential risks and challenges of mobile games of Netease Company. At the same time, this paper uses 4P theory to analyze its advantages in market, market positioning and product. This paper also studies its established brand and explores the perfect principle of green and innovative games it follows and analyzes the contributing factors to its success in the mobile game market.

Key words: Mobile Games  A Chinese Ghost Story  Strategy Analysis

Contents

Chapter 1 Introduction 3

Chapter 2 Marketing Strategies of Mobile Game 5

2.1 Definition of Mobile Game 5

2.2 Characteristics of Mobile Game 5

2.3 Marketing Strategies 6

Chapter 3Advantages and Disadvantages of Mobile Game.8

   3.1 Advantages of A Chinese Ghost Story .9

   3.2 Disadvantages of A Chinese Ghost Story.10

Chapter 4Concrete Analysis of Concrete Conditions.11

   4.1 The Updating of technology.11

   4.2 The Establishment and Maintenance of Brand.11

Chapter 5 Future Development Strategy13

   5.1 The Core Competitiveness---Contents Production13

     5.1.1 Marketing Position14

     5.1.2 Building Brand Image.14

  5.2 Broadening Channels to Disseminate15

  5.3 Extending Value Chain. .16

Chapter 6 Conclusion.17

Acknolowdgement.18

Reference.19