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Analysis of China Online Game Vendors’ Marketing Strategy

Author: XiaoLei
Tutor: MiaoXiZhe
School: Ocean University of China
Course: Business management
Keywords: Online Game Marketing Strategy Life cycle
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 4
Quote: 0
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Abstract


Online Game has so far entered a new phase of development with the industrymaturity and its personnel’s efforts, and there has been great transformation inindustry configuration and competition. The former marketing methods presented inpornographic or violent mode or by means of copying similar creativities are nolonger fit for the mature online game market in the more and more intensecompetition to gain larger market share and business income.And due to the characteristics of network game industry itself and its rapidgrowth, data and conclusions that produced only a few months ago may be no moreadaptable. As a result, this thesis attempts from the perspective of value chain to havean analysis of the marketing strategies used by online game vendors via trendsreflected and components of value chains.Value Chain components of online game industry includes game developer, gameoperator, operation support, channel and game player. Online game industry isundertaking the transformation throughout ternary structure-dual structure–andunitary structure. Value chain turns platter and thus substantial vendors will developbusiness both upstream and downstream in order to cope with competitions. At thistime, in online game industry marketing, opportunity and risk co-exist and influenceeach other. Opportunity should show up as frequent acquisition and merger; gamevendor’s use of existing platform and game; government support; improvement ofonline game infrastructure. While its risk should show up as: intensive competition;lower chance to reengineering masterpiece; prevalence of private servers, plug-insand ID theft; social problems caused by game vulgarization and violence; serioushomogeneity, imitation and ostentation; interest shifting of game players.Therefore, based on the perspective of value chain, this thesis puts forward thefollowing online game marketing strategies: utilization and prolongation of productlifecycle; innovative profit model; differentiation of game type and brand;development of educational software market; marketing enhancement and overseasmarket expansion; marketing tools integration.

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