TITLE:
Research on Lean Marketing Management of Mobile Games
AUTHORS:
Yaxi Zhou
KEYWORDS:
Lean Marketing, Mobile Game, Emerging Channels, User Needs
JOURNAL NAME:
Modern Economy,
Vol.10 No.1,
January
11,
2019
ABSTRACT: The mobile gaming industry has become more popular
in the near future, and mobile game products of hundreds of millions of users
have repeatedly appeared. At the same time, the internal and external marketing
environment of the mobile game industry is undergoing many dramatic changes.
The emergence of emerging channels and the diversification of advertising
products have placed higher demands on the marketing links of mobile game
distribution. Under the complicated market competition pattern, exploring the
new era of mobile game marketing strategy has become a top priority for mobile
game industry managers. This thesis sorts out the theory of lean manufacturing
and lean management, builds a lean ideology system, and explores the
introduction of “lean marketing” derived from the above theory into the mobile
game industry marketing theory, and expands the application scope of lean
marketing theory. Based on this, the domestic mobile game industry under the
guidance of lean thinking, clears user needs, leanly matches user groups, and
strives to eliminate non-value-added activities and wasteful behaviors in
marketing activities, rationally selects channels, accurately places
advertisements, and continuously optimizes feedback. Help the original mobile
game marketing to be lean and professional.