王者荣耀手游的营销策略成功因素分析-USB迷|专注于互联网分享

2024年4月4日发(作者：冉白玉)

王者荣耀手游的营销策略成功因素分析

内容摘要

近年来国内手游行业呈现“井喷式”的发展，以腾讯、网易云、畅游等为代表的

游戏公司研发推出了各式各类丰富有趣的手机游戏，其中，以腾讯推出MOBA类手游王

者荣耀最具代表性，其产生的影响力也最为广泛而深刻。本论文选取王者荣耀这款游

戏为研究对象，以其为营销策略为出发点，研究分析了王者荣耀营销策略取得成功的

主要因素，同时对其营销方面存在的问题进行了论述，并提出了相应的对策和建议。

研究通过资料搜集与研读对王者荣耀这一产品进行了深入的了解，掌握其发展的基本

现状；运用4P营销理论对王者荣耀营销策略进行分析，从产品策略、价格策略、渠道

策略以及促销策略等方面研究其取得成功的主要因素；研究发现王者荣耀在营销方面

存在产品创新力度不足、产品价格不合理、线下推广不足和饥饿营销等问题，并提出

了可通过对系统完善优化，加大创新力度以及线下产品的推广，重视游戏角色设计，

改进价格策略和增加限定产品等相关建议，希望通过对王者荣耀营销策略成功因素的

探讨与分析，能够为促进该款游戏更加的健康与可持续发展做出一点贡献。

关键词：

王者荣耀；营销策略；成功因素；问题；改进对策

An Analysis of the Successful Factors of the Marketing

Strategy of King Glory Mobile Game

Abstract

In recent years, the domestic mobile game industry has shown a "blowout" development. Game

companies represented by Tencent, Netease Cloud, Changyou, etc. have developed various types of rich

and interesting mobile games. King Glory is the most representative, and its influence is the most

extensive and profound. This paper selects the game of King Glory as the research object, and uses it as

the starting point of the marketing strategy. It studies and analyzes the main factors for the success of

King Glory's marketing strategy, and at the same time discusses its marketing problems and puts forward

the corresponding Countermeasures and suggestions. Research through in-depth data collection and study

to understand the product of King Glory in depth, grasp the basic status of its development; use 4P

marketing theory to analyze King Glory's marketing strategy, from product strategy, price strategy,

channel strategy and promotion strategy, etc. Research on the main factors for its success; the study found

that King Glory has problems in product innovation, insufficient product prices, insufficient offline

promotion, and hunger marketing. It also proposes that innovation can be improved through system

optimization. Strength and promotion of offline products, attach importance to the design of heroes,

improve price strategies and increase limited products, and other related suggestions. I hope that through

the discussion and analysis of the success factors of King Glory's marketing strategy, it can promote the

game to be more healthy and sustainable. Make a little contribution to development.

Key words: King Gory;marketing strategy;success factor; problem; improvement strategy

内容摘要 .................................................. I

Abstract ..................................................... I

一、绪论 ................................................... 1

（一）研究背景及意义 ..................................... 1

1．研究背景 ........................................... 1

2．研究意义 ........................................... 2

（二）国内外研究综述 ..................................... 2

1．国内综述 ........................................... 2

2．国外综述 ........................................... 3

（三）研究的目标与主要内容 ............................... 4

1．研究目标 ........................................... 4

2．研究内容 ........................................... 4

3．研究方法 ........................................... 4

二、王者荣耀产品介绍及发展现状 ............................... 4

（一）产品介绍 ........................................... 4

（二）发展现状 ........................................... 5

1．用户量方面 ......................................... 5

2．收入方面 ........................................... 6

三、基于4P理论的王者荣耀营销策略分析 ........................ 8

（一）产品策略 ........................................... 8

（二）价格策略 ........................................... 8

（三）渠道策略 ........................................... 9

（四）促销策略 .......................................... 10

四、王者荣耀营销策略成功因素分析 ............................ 10

（一）游戏产品创新 ...................................... 10

（二）产品价格策略具有优势 .............................. 11