随着计算机技术和移动互联网的发展，以手游为代表游戏产业进入全面井喷，成为 年轻人娱乐休闲的主流，中国已经成为亚洲乃至全球规模最大、增速最快的游戏市场。 一款《王者荣耀》手游让 2 亿人在线上狂欢，同时带动了周边产业的发展，餐饮、美容 美发、体育和其他生活服务等传统产业也等等生活服务业也因势利导，甚至通过王者 IP 打造传扬中国传统文化的文创 IP 新生态，带动传统文化产业的数字化转型。手游产业 的蓬勃同时带动了手游广告的发展与竞争，广告主对于广告效果的追求日益提高，广告 平台面临新的挑战。 本文以 M 公司的数字广告业务为基础，以广告平台为手段，以手游互联网效果广 告的营销战略与营销策略为专题进行研究，旨在依据营销与管理理论，通过 PEST 了解 分析宏观环境影响因素，运用“波特五力模型”分析微观环境，勾勒出手机游戏广告的 基本竞争态势，政策与人口红利趋弱，流量采买成本急剧攀升，劣质流量充斥市场，国 内手游产品抄袭换皮遍地，优质产品稀少，手游厂商与媒体头部效应明显，广告主买方 与媒体卖方议价能力走强，广告平台需要寻求新的买量模式；同时结合战略要素评价矩 阵分析 M 公司的企业内部条件与外部环境，广告平台通过传统的高价抢占流量入口， 大手笔包断流量资源的模式难以维续，手游广告营销推广的可持续竞争优势已经从纯流 量资源优势转变为大数据资源和数据挖掘能力优势，不直接在原有的品牌推广蛋糕上争 抢，以难以模仿的技术优势突破效果营销领域。利用 STP 市场定位理论，了解手游用户 的差异化需求，挖掘有利的营销机会，在子市场细分上对于渠道选择拥有优质流量的头 部资源，手游产品定位于基础盘较大的 RPG 和 SLG 等类型的游戏，选择在大数据技术 与优化能力上走出差异化。基于以上营销战略，通过数据洞察，结合场景情境与人性需 求，借助热点，顺应时势，针对目前 M 公司内部营销理念、营销模式、营销组织策略 上存在的问题，提出 7Ps 服务营销组合策略，其中重点突出在渠道策略、人员策略、有 形展示策略上进行加强。最后，在组织营销执行上由运营牵头，拉动创意、媒介、产品 和技术，简化流程，提高效率，加强保障，最终达成手游的大数据效果营销目标，具有 一定的理论研究意义和实践价值。II Abstract With the development of computer technology and mobile internet, the game industry represented by hand travel has entered a blowout and become the mainstream of entertainment and leisure for young people. China has become the largest and fastest growing game market in Asia and even in the world. A King's Glory tour let 200 million people Carnival online, while driving the development of the surrounding industries, food and beverage, beauty, hairdressing, sports and other traditional life services industries also benefit from the situation, even through Wang's IP to create a new culture of traditional Chinese culture and promote the digital transformation of traditional cultural industries. The vigorous development of hand-travel industry has also led to the development and competition of hand-travel advertising. Advertisers'pursuit of advertising effect is increasing day by day. Advertising platforms are facing new challenges. Based on M company's digital advertising business and by means of advertising platform, this paper studies the marketing strategy and marketing strategy of hand-surfing Internet effect advertisement. The purpose is to understand and analyze macro-environmental impact factors through PEST, analyze micro-environment by using Porter's Five Forces Model, and outline the basic competitive situation of mobile game advertisement according to marketing and management theory. Policies and demographic dividends are weakening, the cost of purchasing traffic is rising sharply, the market is flooded with inferior traffic, domestic hand travel products are plagiarized and replaced everywhere, high-quality products are scarce, the head effect of manufacturer and media is obvious, the bargaining power of advertisers and buyers and media sellers is stronger, and the advertising platform needs to seek a new mode of purchasing volume; At the same time, the internal enterprise of M company needs to be analyzed with the method of strategic factor evaluation. Conditions and external environment, advertising platform through the traditional high-priced access to traffic, the mode of large-handed package traffic resources is difficult to sustain, the sustainable competitive advantage of hand-tour advertising marketing promotion has changed from pure traffic resources to large data resources and data mining capabilities, not directly competing on the original brand promotion cake, to break through with technical advantages that are difficult to imitate. The field of effect marketing. Policies and demographic dividends are weakening, the cost of purchasing traffic is rising sharply, the market is flooded with inferior traffic, domestic hand travel products are plagiarized and replaced everywhere, high-quality products are scarce, the head effect of manufacturer and media is obvious, the bargaining power ofIII advertisers and buyers and media sellers is stronger, and the advertising platform needs to seek a new mode of purchasing volume; At the same time, the internal enterprise of M company needs to be analyzed with the method of strategic factor evaluation. Conditions and external environment, advertising platform through the traditional high-priced access to traffic, the mode of large-handed package traffic resources is difficult to sustain, the sustainable competitive advantage of hand-tour advertising marketing promotion has changed from pure traffic resources to large data resources and data mining capabilities, not directly competing on the original brand promotion cake, to break through with technical advantages that are difficult to imitate. The field of effect marketing.IV 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪 论............................................................................................................................1 1.1 研究背景......................................................................................................................... 1 1.1.1 新技术促进手游产业蓬勃发展.............................................................................. 1 1.1.2 手游广告主对广告效果追求日益提高.................................................................. 1 1.1.3 M 公司面临的商业挑战 .......................................................................................... 2 1.2 研究意义......................................................................................................................... 2 1.2.1 理论意义.................................................................................................................. 2 1.2.2 实践意义.................................................................................................................. 3 1.3 研究目标与研究内容..................................................................................................... 3 1.3.1 研究目标.................................................................................................................. 3 1.3.2 研究内容.................................................................................................................. 4 1.4 研究方法与技术路线..................................................................................................... 4 1.4.1 研究方法.................................................................................................................. 4 1.4.2 技术路线.................................................................................................................. 5 1.5 文献综述......................................................................................................................... 5 1.5.1 相关营销理论基础.................................................................................................. 6 1.5.2 手机游戏相关文献综述.......................................................................................... 9 1.5.3 移动广告相关文献综述........................................................................................ 11 第二章 M 公司简介及手游广告的国内外市场现状 ...........................................................15 2.1 M 公司整体情况说明 ................................................................................................... 15 2.2 手游广告的国内外市场现状....................................................................................... 16 2.2.1 国外手游广告市场现状........................................................................................ 16 2.2.2 国内手游广告市场现状........................................................................................ 19 2.3 本章小结....................................................................................................................... 24 第三章 M 公司营销现状及存在问题分析 ...........................................................................25V 3.1 M 公司营销现状分析 ................................................................................................... 25 3.1.1 营销资源................................................................................................................ 25 3.1.2 营销能力................................................................................................................ 27 3.1.3 营销组织与管理.................................................................................................... 28 3.1.4 营销策略................................................................................................................ 30 3.2 M 公司在手游移动广告存在的问题 ........................................................................... 30 3.2.1 营销理念................................................................................................................ 31 3.2.2 营销模式................................................................................................................ 32 3.2.3 营销组织与团队.................................................................................................... 33 3.3 本章小结....................................................................................................................... 33 第四章 手游广告市场环境分析............................................................................................34 4.1 宏观环境分析............................................................................................................... 34 4.1.1 政法环境................................................................................................................ 34 4.1.2 经济环境................................................................................................................ 35 4.1.3 社会环境................................................................................................................ 35 4.1.4 技术环境................................................................................................................ 36 4.2 微观环境分析............................................................................................................... 36 4.2.1 需求方的议价能力................................................................................................ 37 4.2.2 供应方的议价能力................................................................................................ 37 4.2.3 现有竞争者与潜在进入者的威胁........................................................................ 38 4.2.4 替代品的威胁........................................................................................................ 39 4.3 战略要素评价矩阵....................................................................................................... 39 4.4 本章小结....................................................................................................................... 41 第五章 营销战略选择与营销策略制定................................................................................42 5.1 营销战略 STP ............................................................................................................... 42 5.1.1 市场细分................................................................................................................ 43 5.1.2 目标市场选择........................................................................................................ 45 5.2.3 市场定位................................................................................................................ 47 5.2 营销策略 7Ps ................................................................................................................ 48 5.2.1 产品策略................................................................................................................ 48VI 5.2.2 价格策略................................................................................................................ 49 5.2.3 渠道策略................................................................................................................ 50 5.2.4 促销策略................................................................................................................ 52 5.2.5 人员策略................................................................................................................ 52 5.2.6 过程策略................................................................................................................ 56 5.2.7 展示策略................................................................................................................ 57 5.3 营销策略实施与保障................................................................................................... 59 5.4 本章小结....................................................................................................................... 62 结 论........................................................................................................................................63