摘要
近几年来，3G/4G 技术发展迅速，终端设备也越来越强大，基于这样的环境，手
机游戏在国内市场的发展也是日新月异：手机游戏已经从原来的网页和 PC 端游戏迅
速发展到以 IOS、Android 平台为载体，类型多样，风格迥异，而且手机游戏涉及面
越来越广；游戏画面精彩纷呈，游戏音效质量日益精进，这两者可与国际游戏相媲美；
同时随着手机游戏被越来越多的消费者接受，手机游戏消费者都会主动通过不同途径
下载各类游戏，导致游戏开发商的压力日益递增，服务提供商的盈利空间也不甚乐观。

手机游戏原来的推广方式已经不能适应目前市场环境，手机游戏开发商和服务商必须
转变观念，开发新的营销方式，紧跟市场发展的步伐。

H 手机游戏公司虽然拥有较强的技术背景，但在移动游戏行业激烈的市场竞争中
想要占据一定的优势，确保公司的行业优势地位，其营销策略上还是有很多地方需要
进一步改进。本文以市场营销策略作为理论指导，通过对公司营销现状以及消费者行
为分析，通过细分市场及选择，较准确地定位了公司的目标市场，即：中国领先的移
动终端及互联网页面移动游戏开发商、发行商和运营商，针对青年玩家高端群开发和
推广传统泛娱乐移动游戏产品，并致力为玩家提供值得信赖的快乐和专业的互动娱乐
体验。在此基础上,本文运用 4P 及 STP 理论，对 H 手机游戏公司的产品策略、渠道策
略、价格策略和促销策略进行了调整，并提出了相关对策和建议，以期为相关游戏公
司营销策略提供经验和借鉴。

关键词：手机游戏公司；消费者行为分析；营销策略III
Abstract
In the 3G / 4G technology to quickly promote and support the growing support of the
terminal, the domestic mobile game market is undergoing a positive change: the rapid
development of game technology, from the initial embedded game to the rapid
development of IOS, Android and other games; mobile game products The game
consumption patterns from the user passive reception to the user will take the initiative to
find; service providers and game developers (game developers) and game developers to
improve the quality of the game market and game audio and other quality continues to
improve, and gradually catch up with the pace of development of the international game
market; Competition between the growing, the market profit margins have been squeezed.
Therefore, the traditional marketing model respected SMS group, set prizes, organizational
activities and other simple promotion methods, has lagged far behind the pace of rapid
development of mobile gaming market.
H mobile game company has a strong technical background, but in the mobile gaming
industry in the fierce competition in the market want to occupy a certain advantage to
ensure that the company&39;s industry position, its marketing strategy, there are still many
places need to be further improved. In this paper, the marketing strategy as a theoretical
guide, through the marketing status of the company and consumer behavior analysis,
through the market segmentation and selection, more accurate positioning of the company&39;s
target market, namely: China&39;s leading mobile terminal and Internet page mobile game
development Business, distributors and operators, for the young players to develop and
promote high-end group of traditional pan-entertainment mobile game products, and is
committed to the players to provide a trustworthy happy and professional interactive
entertainment experience. On this basis, this paper uses 4P theory to adjust the product
strategy, channel strategy, price strategy and promotion strategy of H mobile game
company, and put forward relevant countermeasures and suggestions to provide experience
and reference for the marketing strategy of related game company.IV
Key words: Mobile game company; Consumer behavior analysis; Marketing strategyV
目录
摘要....I
ABSTRACT .... III
第 1 章 绪论.....1
1.1 研究背景和意义........ 1
1.1.1 研究背景......... 1
1.1.2 研究意义......... 2
1.2 国内外研究现状........ 3
1.2.1 国外研究现状. 3
1.2.2 国内研究现状. 5
1.2.3 研究现状述评. 8
1.3 研究内容与创新点.... 9
1.3.1 研究内容.......... 9
1.3.2 创新点.. 9
1.4 研究方法与技术路线.......... 10
1.4.1 研究方法........ 10
1.4.2 技术路线........ 11
第 2 章 相关理论基础...........13
2.1 消费者行为理论...... 13
2.1.1 消费者行为... 13
2.1.2 消费者购买决策过程理论... 14
2.1.3 影响消费者行为的因素....... 15
2.2 市场营销策略.......... 15
2.2.1 STP 策略 ........ 15
2.2.2 4P 策略........... 16
第 3 章 H 手机游戏公司营销现状...19
3.1 H 手机游戏公司基本情况... 19
3.1.1 公司介绍....... 19
3.1.2 公司组织架构........... 20
3.1.3 主要产品....... 20
3.2 H 手机游戏公司游戏营销存在的问题....... 21
3.2.1 产品开发速度较慢，没有形成品牌效应... 21
3.2.2 价格选择余地少....... 21VI
3.2.3 渠道创新不够，市场推广有待加强 22
3.2.4 消费者满意度较低... 23
3.3 H 手机游戏公司营销存在的问题原因分析........... 23
3.3.1 内部原因分析........... 23
3.3.2 外部原因分析........... 25
第 4 章 手机游戏消费者行为市场调研分析...........27
4.1 问卷调查设计及其应遵循的原则.. 27
4.2 调查问卷的发放及回收......