| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 101 === A new technology or an innovated service might change the living habits of human beings and result in the evolution in the industries. The blossoming of application software in mobile device promote the explosive growths of the smart phone, tablet computer and portable electronic devices. This development trend has overthrown the mobile phone cognition people knew in the past, and changed the life style of human beings.
Due to possessing the characteristics of technology connection and personalization, the smart phone and tablet computer have became the hot technological electronic products that combine with marketing; therefore, the software stores like App Story and Google Play attached inside of the smart phone system are now the paradise of shopping, leisure, entertainment and activity no matter it’s related to food, clothes, housing, traffic or amusement. Those stores are convenient and varied to become the popular places people must visit, and they are called mobile stores since they are moved everywhere with the smart phone.
Through the continuous and rapid development of smart phone and tablet computer, the new approach of App Story and Google Play software stores has changed the habits of shopping, entertaining and playing games, and caused the move of local trade map to change fast the channel structure.
The mobile devices have accomplished the new trend of the smart phone development and driven the rapid rise of phone games to impact the current on-line and webpage games of local game industries. For this great change, how will a local game supplier react in the trade marketing? How can it find the niche point? What will the trade marketing strategies of mobile phone games in the future? This is the worth issue to be explored and investigated.
This research obtains three outcomes by the depth interview of S company as the research object through the interview, record and analysis with the company’s high-level managers. The first one is the channel marketing strategy that uses the channel marketing system platform (achieve the marketing objective of click-and-mortar integration) to be the trade marketing strategy to reach the technology innovation of mobile devices and the change of marketing environments. The second one is the product strategy that imitates the console game product to make the mobile phone game as the marketing niche of game product marketing in this company. Finally, the advertisements, promotion activities and click-and-mortar integration are the channel advertisement and promotion strategies of this company’s mobile phone games.
Through the findings of suggestions in this research, it’s expected to help the interviewed company for the future channel marketing strategies and provide some assistances and devotions for the channel marking of the local game industries.
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