I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IIAn Analysis of the Successful Factors of the Marketing Strategy of King Glory Mobile GameAbstractIn 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 sta...
