I摘要目前手游在人们的休闲时间和精神需求上的占比越来越高，关于手游的运行机制和营销策略也被很多人所关注。本文通过文献查找和游戏评测等途径，查询了手游《阴阳师》的游戏宣传、营销等相关信息，系统地研究了手游市场的未来发展趋势，以及手游特点和手机用户的需求，在此基础上，对于《阴阳师》游戏营销的不足之处提出建议，从而促进产品营销的有效实施。关键词：手游；阴阳师；营销策略IIIIIAbstractAtpresent,hand-heldtoursaccountformoreandmoreofpeople'sleisuretimeandspiritualneeds.Theoperationmechanismandmarketingstrategyofhand-heldtoursarealsopaidattentiontobymanypeople.Throughliteraturesearchandgameevaluation,thispaperinquiresaboutthegamepromotion,marketingandotherrelatedinformationofthemanualtour"yinandyangteacher",systematicallystudiesthefuturedevelopmenttrendofthemanualtourmarket,aswellasthecharacteristicsofmanualtourandtheneedsofmobilephoneusers,andonthisbasis,putsforwardsuggestionsontheshortcomingsofthegamemarketingof"yinandyangteacher",soastopromotetheeffectiveimplementationofproductmarketing.Keywords：MobileGames；Onmyoji；MarketingstrategyIV1目录1引言....................................................................................................11.1选题背景.........................................................................................................11.2选题意义.........................................................................................................21.3国内外研究现状及发展趋势...............................................................22手游市场发展现状.........................................................................................42.1国内手游市场现状....................................................................................42.2手游主要类型及受众分析....................................................................53《阴阳师》手游SWOT分析....................................53.1《阴阳师》游戏优势分析....................................................................53.2《阴阳师》游戏劣势分析....................................................................63.3《阴阳师》游戏机会分析....................................................................63.4《阴阳师》游戏威胁分析..................................74《阴阳师》营销策略分析.........................................................................74.1《阴阳师》特色抽卡以及式神战斗机制..................74.2《阴阳师》中以魂玉为主的充值手段.....................74.3《阴阳师》下载以及宣传渠道.............................84.4《阴阳师》与其他作品联动解析..........................85《阴阳师》手游营销策略存在问题....................................................825.1《阴阳师》中以斗技为主的战斗机制的僵化..........................95.2在《阴阳师》充值中存在的价值不相等问题.............95.3在《阴阳师》活动中地点设计的缺点.....................95.4在《阴阳师》中宣传手段的不足之处.....................106针对《阴阳师》手游营销问题的解决对策..................106.1平衡战斗机制，完善游戏体验.............................106.2《阴阳师》中以式神皮肤为主的充值方式改革..........116.3游戏联动的宣传改进以及提高活动地点的参与度........116.4以自身优势为基础，进行全方位多角度的游戏宣传.....127结论...................................................................................................................12参考文献....................................................................................1...
