Download pdf
Analysis of the Marketing Strategy of Chinese Otome Game Industry - Taking Love and Deep Space as an Example
- 1 School of liberal arts, Institution: Macau university of science and technology, Macau, China, 999078
* Author to whom correspondence should be addressed.
Abstract
The "She Economy" refers to a rapidly growing market driven by an increasing number of women entering the workforce, achieving economic independence, and rising in both social status and consumption ability, This shift has drawn significant attention from major brands and industries, prompt them to invest and cultivate the female economy by developing products and services tailored to women’s needs. With this context, this study examines how social factors influence the marketing strategies of the Chinese otome game industry. Using literature review and focusing on the game "Love and Deep Space" as an example, the research integrates the principles of quasi-social interaction to conduct a specific analysis of marketing strategies. The conclusion shows that "Love and Deep Space", as the first company to blend 3D and ethereal games elements, effectively meets women's emotional needs through its gameplay, media marketing, and brand collaboration, while also embodying values of equality and respect.
Keywords
She Economy, Otome Games, Marketing, Love and Deep Space, Pre-Social Interaction
[1]. Hsu, Hsin-Yi & Wu, Ko-Zhung. (2024). The Spring Festival outpost of 'Love and Deep Space' smashes the field of 'Four Great Nations'. China Business News, B16.
[2]. DataEye (China), (2024). 'Love and Deep Space' Goes to Sea: Revenue Breaks 300 Million, Japan Goes Crazy, and Special 'Colour' Playing Method Eats the World. https://www.toutiao.com/article/7343437439987958310/?log_from=40db49b31f39d_1722836672780&wid=1724061267564
[3]. Ni, Ting & Zhang, Liting. (2023). Emotional Linking under Quasi-social Interaction: Exploration and Reflection on Marketing of B-girl Games. Digital Publishing Research (S2), 99-105.
[4]. Song, Shuainan & Bian, Qianhui. (2024). Research on Fitness Brand Image Design Strategy under the Perspective of 'She Economy'. Western Journal (14), 47-50.
[5]. Zhi Bingjie. (2021). 'His' Following and ‘My’ Position: A Psychological Study on Female ‘Fan-like’ Behaviour and ‘Satisfying Sexual Needs’ in B-girl Game Communities--An Exploration of the Psychology of ‘Satisfying Sexual Needs’. A psychological study of 'Love and Maker' community as an example. New media research(12),94-97.
[6]. Chen Chen & Zhang Yang. (2024). Virtual Intimacy in the Emotional Narrative of B-girl Games - A Study Based on 'Love and Deep Space' with Young Female Players. China Youth Research (08), 24-33+23.
[7]. Zhang, Xueying & Chen, Ziyan. (2022). How the 'Paper Man' Captures Female Users: The Emotional Communication and Maintenance of Female-oriented Games. Journal of Changzhi College (04), 58-64.
[8]. Weiming. (2024). Co-marketing: a game of too much noise. Manager(03),60-63.
[9]. Xu, Man. (2022). Analysis of mobile game marketing strategy--Taking King's Honour as an example. Modern Marketing (Business Edition)(03),154-156.
Cite this article
He,S. (2024). Analysis of the Marketing Strategy of Chinese Otome Game Industry - Taking Love and Deep Space as an Example. Advances in Economics, Management and Political Sciences,129,70-75.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 8th International Conference on Economic Management and Green Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).