The Research of Mobile Game Market Segmetation and Marketing Strategies in China

• Main Authors: Wei-Yu Chen, 魏郁蓁
• Other Authors: Pi-fang Hsu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/80825363779925827556

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 102 === According to App Annie and IDC (International Data Corporation) research, worldwide revenue of mobile game reached 12 hundred million USD in 2013. Newzoo report, there are over 5 hundred million mobile game users in 2012. FIND (Foreseeing Innovative New Digiservices): Smartphone user reached 1.053 million in Taiwan. And mobile game user is over 1.71 hundred million in China, according to newest report on June 2013. With smartphone market share keep growing and 4G (fourth generation of mobile phone mobile communications standards) network has arrived, certainly we are going to see more challenge and more fast changing for mobile game industry. This research separate users into three groups: RPG (Role-Playing Game), competition game, and Puzzle game base on game type. And analyze how groups use media, their in-game behavior, purchasing behavior, download and method of payment to understand how their background affects their reaction. And company can draw up more accurate in marketing strategy with the result. The research base on frequency distribution and Pearson's chi-squared test to define and gather statistics of how difference between these three groups under vital statistics variable, how they use game point, how they react to media, purchasing behavior, download behavior, and method of payment. Conclusion: RPG (Role-Playing Game), competition game, and Puzzle game, those three groups (hereinafter referred to as 3 groups). 3 groups have big differences at gender, occupation and living area, but not at age and budget. Again, 3 groups have big differences on MMO (Multiplayer Online Role-Playing Game), smartphone operation system, … etc. but not much different at usage scenario and experience of mobile game. 3 groups have big differences on advertising, marketing promotion, how them purchase, how they follow and continue play at same title. And no much different at where them get game information from. Similar at where to download the game and different at how them pay for it. According to result, the difference between RPG game and puzzle game player.