Lecture Notes in Education Psychology and Public Media
- The Open Access Proceedings Series for Conferences
Lecture Notes in Education Psychology and Public Media
Vol. 1, 26 December 2021
Open
Access | Article
The Application of Integrated Marketing Communication in the Marketing of the Game Industry
* Author to whom correspondence should be addressed.
Abstract
The mobile game market in China is growing fastly in recent years. Among all the mobile games, a game operated by Tencent called Arena Of Valor is a typical and most profitable one. This paper studies the integrated marketing communication strategies during the selling period of a skin called Bai HuZhi as the example. The study analyzes the marketing strategies of the Arena Of Valor from the 4Cs’ perspective, which includes customer, cost, convenience, and communication. The study investigates how game companies should play a role in marketing, and tries to provide reference for other similar companies.
Keywords
integrated marketing communication, 4C, mobile games, 4P
References
1. Lu Hongtai, Zhu Yimin. What is IMC [J]. Advertising grand view. 1996, (11): 31-32;
2. Jiang Yuxin. Keywords: mobile games, marketing strategy, take "Arena Of Valor" as an example [J]. China Storage and Transportation. 2020, (09): 131-133;
3. Geng Haodong. Corresponding marketing research and analysis of "Five-five-five-year-old Black Lantern Festival" based on the glory of relatives[J]. News research guide. 2020, (15): 71-72;
4. Li Guijin and Wu Xingbei analyzed a new drought marketing model based on Taobao's real-time streaming media platform. [J] Modern commercial industry. 2020, 41 (25): 45-46;
5. Wen Yuhan. Research on the Status Quo of Adolescents’ Mobile Phone Consumption from the Perspective of Communication [J] Journalism Research Guide. December 2021 (01): 84-85;
6. Zhu Chunlan. Keywords: travel online marketing, 4C strategy, international public relations. 2020, (08): 295-296
7. Gu Congdong, Zhang Rufang. Keywords: consumer behavior patterns, mobile game marketing strategies, taking the example of Arena Of Valor , investment cooperation. 2021, (01): 8-9;
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Educational Innovation and Philosophical Inquiries (ICEIPI 2021), Part 1
- ISBN (Print)
- 978-1-915371-00-3
- ISBN (Online)
- 978-1-915371-01-0
- Published Date
- 26 December 2021
- Series
- Lecture Notes in Education Psychology and Public Media
- ISSN (Print)
- 2753-7048
- ISSN (Online)
- 2753-7056
- DOI
- 10.54254/2753-7048/1/ICEIPI_201
- Copyright
- 26 December 2021
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited