MBA学位论文
作者:廖南星
星河互动公司 AVG紫禁繁花手游产品整合营销传播策略研究
星河互动公司AVG紫禁繁花手游产品整合营销传播策略研
究
中文摘要
随着移动游戏行业的发展，市场细分品类越来越多，各品类市场竞争激烈，在
此背景之下，移动游戏营销进入了新的阶段。AVG品类作为其中一种细分品类，该
品类并非当下移动游戏市场上的主流类型，因此需要通过客观分析制定属于自身的
整合营销传播策略。星河互动公司于 2018年推出紫禁繁花手游产品，上线抓住 AVG
品类市场红利期，获取了大量用户。时至今日，随着市场上各类 AVG手游产品的持
续涌入，紫禁繁花手游产品营销传播面临了巨大的挑战，同时由于公司比较早进入
AVG这一品类市场，对该题材有着深刻的认识，因此，也存在巨大的潜在发展空间。
本文以星河互动公司旗下 AVG紫禁繁花手游产品作为研究对象，全文分为七
大章节对其整合营销传播策略展开研究。首先对紫禁繁花的市场营销传播现状进行
分析，通过广告投放现状、员工访谈、互联网问卷调查方式得出当前游戏营销策略
存在的问题。其次通过 PEST分析工具对公司面临的宏观环境展开探讨，接着对当
前行业竞争对手进行分析，全面系统性剖析得出目前的营销传播环境，再结合游戏
的市场细分、目标市场、市场定位作为前提，基于资源整合营销传播，从广告、促
销、事件和体验、公共关系和公关宣传、在线和社交媒体宣传、直复营销和数据库
营销这六种营销传播手段进行分类研究，最后结合内容整合营销传播从品牌营销角
度综合提出系统化的整合营销传播策略。文末为落实该整合营销传播策略的开展，
提出了对应的实施计划和保障措施。
本文最终制定出适合紫禁繁花的整合营销传播策略，具体如下:对以往营销手段
进行优化，整合新的营销手段，传达“爱的番茄游戏”品牌，逐渐提升在用户心中
的品牌感知。打造用户大数据平台，以用户为中心，优化现有客服系统和流程，增
加跟用户沟通的方式，构建良好的用户关系，获取用户满意度，形成品牌共创。
希望本文的研究，可以给紫禁繁花后续的营销传播活动给予新的可尝试方向，
同时，也能够给星河互动公司后续 AVG题材手游的营销传播活动提供实践借鉴作
用。最后，基于目前关于移动游戏的整合营销传播策略研究不多，也希望对当下移
动游戏市场的其它 AVG手游提供一定的理论指导意义。
关键词：手机游戏，营销策略，AVG手游整合营销传播
I
MBA学位论文
作者:廖南星
星河互动公司 AVG紫禁繁花手游产品整合营销传播策略研究
THE RESEARCH ON THE IMC STRATEGY OF
GALAXY INTERACTIVE AVG FORBIDDEN FLOWER
MOBILE GAME PRODUCT
Abstract
With the development of the mobile game industry, there are more and more
market segments, andthe competition ineach category isfierce. Under this
background, mobile game marketing hasentered a new stage. As one of the
sub-categories, the AVG category is not the mainstream type in the current mobile
game market,soit isnecessary toformulate itsown integratedmarketing
communication strategy through objective analysis. Galaxy Interactive launched the
Forbidden Flowers mobile game product in 2018. It went online to seize the bonus
period of the AVG category market and gained a large number of users. Today, with
the continuous influx of various AVG mobile game products in the market, the
marketing communication of Forbidden Flowers mobile game products is facing huge
challenges. Therefore, there is also huge potential room for development.
This paper takes the AVG Forbidden Flowers mobile game product of Galaxy
Interactive Corporation as the research object, and the full text is divided into seven
chapters to study its integrated marketing communication strategy. First, analyze the
current situation of marketing communication of Forbidden Flowers, and find out the
problems existing in the current game marketing strategy through advertising status,
employee interviews, andInternet questionnaires. Analyze the currentindustry
competition environment, comprehensively and systematically analyze the current
marketing communicationenvironment, andthen combinethe game'smarket
segmentation, targetmarket, and marketpositioning as thepremise, integrate
marketing communication based on resources, from advertising, promotion, events
and experience. , public relations and public relations propaganda, online and social
media propaganda, direct marketing and database marketing, these six marketing
communication methods are classified and studied. Finally, combined with content
integrated marketing communication, a systematic integrated marketing communicate
strategy is proposed from the perspective of brand marketing. At the end of the article,
in orderto implementtheintegrated marketingcommunication strategy,the
corresponding implementation plan and safeguard measures are put forward.
II
MBA学位论文
作者:廖南星
星河互动公司AVG紫禁繁花手游产品整合营销传播策略研究
This paper finally formulates an integrated marketing communication strategy
suitable for Forbidden Flowers, as follows: optimize the previous marketing methods,
integrate new marketing methods, convey the brand of "Love Tomato Game", and
gradually enhance the brand perception in the hearts of users; The big data platform
takes users as the center, optimizes the existing customer service systems and
processes, increasesthe way ofcommunicating with users,builds good user
relationships, obtains user satisfaction, and forms brand co-creation.
It is hoped that the research in this paper can give new directions to try for the
follow-up marketing communication activities of Forbidden Flowers, and at the same
time, it can also provide practical referencefor Galaxy Interactive's follow-up
AVG-themed mobile game marketing communication activities; There is not much
research on the integrated marketing communication strategy of games, and I hope to
provide certain theoretical guiding significance for other AVG mobile games in the
current mobile game market.
Keywords: Mobile games, marketing strategies, AVG mointegrated
marketing communications
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