A Study of Mobile Game Industry’s Marketing Strategies Taking Company W as an Example

• Main Authors: Chun Tzu -Lai, 賴君慈
• Other Authors: Chiang-Feng Lin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9kk4z8

碩士 === 淡江大學 === 國際行銷碩士在職專班 === 106 === Abstract: With the popularization of mobile application devices such as smart phones and tablet PCs and the paralysis of the Internet era, mobile games have become an important conduit for leisure and entertainment in life. When the era of smart phone begin, phone is more than just a phone with communication function but literally becoming the center of entertaining, smart phone game market is even greater among the other entertaining market. Declare from Wybe Schutte who is the vice manager of international business developing department of gaming market analysis association “New Zoo” that market data analysis indicates global gaming production growth is expected to be US $ 915 hundred million（approximately NT $ 2.7 trillion）, In 2018 will expected to grow to US $ 1,135 hundred million (approximately NT $ 3.4 trillion ) . Taiwan overall gaming market growth will be over NT $ 20 billion , annual growth rate is ten percent (10%). Taiwanese gaming market performance is well performed in international competition, 10th among the global market, annual integrate growth rate is over twenty percent that shows Taiwanese mobile game market has great potential. The research performs a case study. It focuses on W company. Through reviewing literature and collecting relative information and documents, we get to understand more about Taiwan’s development on mobile game industry. The research not only provides STP analysis but also gives a structural analysis with the five forces of this company, marketing portfolio 4P and will finally give suggestions on future management strategies.