摘要： 明确研究内容和目的后通过文献研究和问卷调查相结合的方法对手游有关的问题进行进一步的了解，阐述相关的市场营销策略分析和相关的研究理论方法。

接着对问卷调查中用户对手游出现的问题和机会进行归纳总结，以成功手游阴阳师为例进而对后续策略的提出设定方向。再结合PEST模型对手机游戏行业进行全面综合的分析，结合SWOT模型了解手游产品的优势、劣势、机会和威胁后便于进行深入的竞争分析， 定位，提出了手游营销策略的两大盈利模式研究框架，并分别运用4P营销策略对两种盈利模式的目标人群进行了详细的分析，最后希望通过创意性的营销互动和创造性的高性能产品将游戏的黏性发挥到最大效用。70970

毕业论文关键字： 手机游戏；环境分析；盈利模式；营销策略

MARKETING STRATEGY OF MOBILE-GAME—Take “The Yin Yang Master” For Example

Abstract: This paper first introduces the current development trend of the game industry, clarifies the content and purpose of the study through the combination of literature research and questionnaires to further understand the issues related to the game, explain the relevant marketing strategy analysis and related research Theoretical method.

Then we summarize the problems and opportunities of the user's game in the questionnaire, and set the direction of the follow-up strategy. Combined with the PEST model to conduct a comprehensive analysis of the mobile gaming industry, combined with the SWOT model to understand the advantages, disadvantages, opportunities and threats of hand travel products to facilitate in-depth competitive analysis, through the STP strategy clear market segmentation, target market selection and This paper puts forward the research framework of the two profit models of hand tour marketing strategy, and uses the 4P marketing strategy to analyze the target groups of the two profit models respectively. Finally, we hope that through the creative marketing interaction and the creative high performance products The game sticky play to the maximum utility.

Key Words: mobile games; environmental analysis; profit model; marketing strategy

目录

一、 绪论 1

（一）研究背景 1

（二）研究目的与意义 1

（三）研究方法 2

二、相关理论综述 3

（一）市场营销理论综述 3

1.STP理论 4

2.4P理论 4

3.PEST分析法 5

4.SWOT分析法 6

（二）手机游戏行业相关理论概述 7

1.手机游戏营销的含义 7

2.游戏行业相关理论综述 8

三、我国手机游戏市场发展现状及调研分析 9

（一）手机游戏市场发展现状 9

（二）手机游戏市场调研分析 10

1.调研的方法和内容 10

2.调研结果分析 11

四、手机游戏发展环境分析 18

（一）宏观环境分析 18

1.政策环境分析 18

2.经济环境分析 18