手机游戏的营销策研略究.docx

手机游戏的营销策略研究姓名学号指导老师学校摘要随着经济的快速增长、科学技术的突飞猛进，技术革命正席卷全世界的各个领域，各个行业。手机市场也因此得到迅速发展。与此同时，网络技术也是毫不落后，3G技术迅速推广，优质网络覆盖大街小巷。在这种情况下，手机游戏的发展也就随风而起。游戏类型得以不断的扩充，娱乐性能得到极大的提高，画面越来越清晰美丽，音效质量也不断加强。这使得娱乐已经成为手机的一个重要功能，影响着人们生活的方方面面。本论文从手机游戏发展的背景入手，结合相关的营销理论，通过对目前我国手机游戏的发展环境进行了全面的分析，对手机游戏的市场竞争力进行了充分的调研。通过对整个手机游戏市场的系统性分析，根据STP营销理论，确定了手机游戏市场的目标和市场定位，为未来手机游戏市场的推广指引了方向。关键词：手机游戏，营销策略，市场竞争力，STP营销理论AbstractWith the rapid growth of economica and technological, revolution in science and technology is sweeping across all areas of the world, in various industries . Therefore the mobile phone market has developed rapidly. At the same time, the development of network technology is also not lagging behind, 3G technology promoted rapidly, high-quality network coverage streets. In this case, the development of mobile games also wind into the sky. Genre continuous expansion and entertainment performance improved greatly , picture become more and more clear and beautiful , sound quality has been strengthened . This makes entertainment has become an important feature phones , affecting every aspect of peoples lives.In this paper, we start with the background of the mobile games development, combining with the theory related to marketing. Through the comprehensive analysis of the current environment for the development of Chinas mobile game, we made a competitive research to the market for mobile games. Through the whole systematic analysis of the mobile gaming market , according to STP marketing theory to determine the target market and market positioning of mobile games , we made a guidelines direction for mobile games market for the future promotion.Keywords: mobile games , marketing strategy, market competitiveness , STP marketing theory目录摘要IAbstractII第一章绪论11.1.研究背景11.2.研究目的和意义11.3.研究方法和框架1第二章营销理论综述22.1.市场营销概念22.2.手机游戏营销中心思想22.3.手机游戏营销理论综述2第三章手机游戏发展环境分析33.1.国内外现状分析33.2.手机游戏发展相关环境分析4第四章手机游戏竞争力调查研究44.1.适用对象调查研究44.2.喜好类型调查研究64.3.市场优势调查研究7第五章手机游戏营销策略研究75.1基于用户年龄的STP营销策略研究75.2基于用户收入的STP营销策略研究85.3基于地域差异的STP营销