浅析腾讯手游的营销策略和改善方案.docx

摘要

近年来互联网技术不断发展，智能手机不断升级，手机游戏迅速兴起，已经成为了人们生活中不可或缺的休闲娱乐方式。腾讯手游占据了手机游戏市场的绝大部分份额，是手游行业的代表。特别是腾讯旗下的《王者荣耀》成就非凡，曾经创造了拥有2亿用户，五千万日活跃用户，七千万微博热议指数的神话。本文主要研究腾讯手游旗下的电子竞技游戏，以《王者荣耀》、《绝地求生》、《QQ飞车》三个知名度最高的手游为代表，通过4P理论，swot理论对它们的营销策略进行分析，并提出相关建议和改善方案。本文分析了这三款手游的发展现状，进行了产品介绍，《王者荣耀》和《绝地求生》依旧还是热度最高的手游。本文分析了这三款手游的不足具有共同点，就是电竞赛事打造力度不足和线下产品开发力度不足，本文提出的建议是打造电竞赛事和开发线下产品，像游戏的手办模型、服装等。本文的意义在于指出腾讯手游的不足，提出建议有助于完善，给予用户更加良好的游戏体验。

关键词：电子竞技手游腾讯手游营销策略

Abstract

Inrecentyears,withthecontinuousdevelopmentofInternettechnology,thecontinuousupgradingofsmartphonesandtherapidriseofmobilegames,mobilegameshavebecomeanindispensablewayofentertainmentinpeopleslife.Tencentmobilegameoccupiesthevastmajorityofthemobilegamemarketshare,asarepresentativeofmobilegameindustry.Inparticular,honorofKings,whichisownedbytencent,hasmadegreatachievements.Itoncecreatedamythwith200millionusers,50milliondailyactiveusersand70millionhotdiscussionindexonweibo.Thispapermainlystudiede-sportsgamesundertencentmobilegame,representedbyhonorofKings,survivalofthejediandQQspeed,andanalyzedtheirmarketingstrategiesthrough4Ptheoryandswottheory,andputforwardrelevantSuggestionsandimprovementplans.Thispaperanalyzesthedevelopmentstatusofthesethreemobilegamesandintroducestheirproducts.HonorofKingsandsurvivalofthejediarestillthemostpopularmobilegame.Thispaperanalyzesthecommonshortcomingsofthesethreemobile,thatis,thelackofe-competitionandthelackofdevelopmentofofflineproducts.Thispaperproposestocreatee-competitionandthedevelopmentofofflineproducts,suchasthegamemodel,clothingandsoon.Thesignificanceofthispaperistopointouttheshortcomingsoftencentmobilegame,whichwillhelpimproveandgiveusersabettergameexperience.

Keywords:E-sportsmobilegamesTencentmobilegames

Marketingstrategy

目录

浅析腾讯手游的营销策略和改善方案 1