Research on Marketing Mix of Mobile Online Games

Honor of Kings

DOI

10.2991/assehr.k.211020.240How to use a DOI?

Keywords

Honor of kings, Mobile online games, Problems, Marketing mix

Abstract

Due to the rapid development of the Internet, the mobile game industry is one of the most promising and competitive fields for start-ups on the Internet. As people’s living standards have improved, the field has attracted a large number of game users. Among many games, Honor of Kings is one of the most popular and representative games, and the study of this game is of great help to the analysis of the entire game marketing. When discussing mobile online marketing strategies, this article referred to some investigation and analysis of some past scholars. At the same time, this article uses a comparative method, literature research, and case study to analyze mobile online game marketing strategies. In addition, this article takes a new approach to the topic and discusses it more deeply and differently than previous articles. In the result part, this article discussed the development status of the mobile online games industry, which included the scale of development and game player group; the current state of marketing in the Mobile Online Games industry -- Honor of Kings as an example, including the status quo of Product Strategy, pricing strategy based on consumer psychology, service marketing and platform selection and holiday discounts and promotions; problems with the marketing strategy of the Mobile Online Games industry, including downplaying the role of advertising, inadequate in punishment mechanism, an imperfection in-game experience and bugs and weakness in the anti-addiction(teenager protection) system. In the discussion part, we made industry marketing strategy optimization based on the existing problem. They are online and offline promotion, focusing on bug fixes and enriching gameplay to improve the user experience, improving in-game management and user experience and improving the anti-addiction system. This article could lead to progress in mobile online games and can provide important business value for the development of the industry.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Shurui Du
AU  - Xiao Peng
AU  - Zhixia Zhang
PY  - 2021
DA  - 2021/10/21
TI  - Research on Marketing Mix of Mobile Online Games
BT  - Proceedings of the 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021)
PB  - Atlantis Press
SP  - 687
EP  - 692
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211020.240
DO  - 10.2991/assehr.k.211020.240
ID  - Du2021
ER  -