以女性用户为主的手机游戏市场分析与营销策略研究

发布时间：2018-03-23 00:37

本文选题：手机游戏　切入点：消费心理　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：手机游戏是现代人消耗碎片时间的关键娱乐方式之一,具有操作简单、移动性、便携性强等特点。得益于智能手机的快速普及以及4G网络的快速升级,中国的手机游戏行业迅速发展壮大。巨大的市场潜力吸引了众多投资者和创业者,使得这一行业的竞争愈演愈烈,呈现白热化态势。特别是近两年来,腾讯和网易两大巨头发力,占据了近一半的市场份额,剥夺了中小型开发商的生存空间。放眼未来,中国的手机游戏市场一方面将会面临更加艰难的生存环境,另一方面则是会向更加健康、有序的方向发展,更加强调产品质量、细分市场探索和创新。根据国内外手机游戏用户调查和研究可以看出,女性用户群体正在迅速扩大,她们比男性拥有更高的忠诚度,消费意愿也更加强烈。但目前绝大多数手机游戏都是以中青年男性的喜好为主,专门面向女性的产品不论从质量还是数量上都略逊一筹。本文以市场调研结果为基础,选定年轻女性这一具有巨大消费潜力的群体进行研究分析。整个分析过程大致分为三个部分,第一部分分析以年轻女性为主的手机游戏的特征,然后从兴趣爱好、行为习惯、教育背景、职业发展等角度分析年轻女性群体,最后站在消费者行为学和消费心理学的角度,对这一群体进行更深层次的剖析。第二部分首先分析中国女性游戏偏好的调研结果,然后挑选中、美两国面向年轻女性的、非常具有代表性的成功手机游戏作为案例,分别分析其成绩、特色以及成功因素,并通过对两者的比较,总结两者成功的共同点。第三部分以前文分析结果为依据,分析面向中国年轻女性的手机游戏的营销策略,并对全文进行总结。本文的创新之处在于,一是提出了年轻女性为主的手机游戏概念,对整个女性手机游戏市场进行了更深入的细分,并从消费心理和消费者行为等不同角度对这一群体进行了较为细致的分析;二是摒弃了原有的以手机游戏开发技术为重点,而是从用户内在需求为着眼点,探索手机游戏的营销策略。
[Abstract]:Mobile game is one of the most important entertainment ways for modern people to consume fragment time. It has the characteristics of simple operation, mobility and portability. Thanks to the rapid popularity of smartphones and the rapid upgrading of 4G networks, The mobile gaming industry in China has grown rapidly. The huge market potential has attracted many investors and entrepreneurs, making the competition in this industry more intense and more intense. Especially in the past two years, Tencent and NetEase, the two giants, have taken up nearly half of the market, depriving small and medium-sized developers of their living space. Looking ahead, China's mobile gaming market will, on the one hand, face a more difficult living environment. On the other hand, it will develop in a more healthy and orderly direction, with more emphasis on product quality, market segment exploration and innovation. As can be seen from surveys and studies of mobile game users at home and abroad, the group of female users is expanding rapidly. They are more loyal and more likely to spend than men. But the vast majority of mobile games are dominated by the preferences of young and middle-aged men. Women's products are inferior both in quality and quantity. This paper is based on the results of market research. The whole process is divided into three parts. The first part analyzes the characteristics of mobile phone games, which are mainly young women, and then analyzes the characteristics of mobile games from the aspects of interest, hobbies, behavior and habits. From the angle of educational background, career development and so on, we analyze the group of young women, and finally, from the perspective of consumer behavior and consumer psychology, The second part first analyzes the survey results of Chinese women's game preferences, and then selects the representative successful mobile phone games for young women in the United States as a case study. This paper analyzes its achievements, characteristics and factors of success respectively, and summarizes the common points of their successes by comparing them. The third part analyzes the marketing strategies of mobile phone games for young Chinese women based on the previous analysis results. The innovation of this paper lies in: first, it puts forward the concept of mobile phone game, which is dominated by young women, and further subdivides the whole female mobile game market. And from the different angles of consumer psychology and consumer behavior, this paper makes a more detailed analysis of this group. Second, it abandoned the original mobile game development technology as the focus, but from the user's internal needs as the focus. Explore the marketing strategy of mobile games.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49

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