Download pdf
Research on the Development Strategy of Mobile Game Honor of Kings Based on 4C Theory
- 1 Wuhan Textile University
* Author to whom correspondence should be addressed.
Abstract
With the upgrade of mobile phone internal storage and chips, more and more games are moving from computers to mobile phones. The mobile games market is gradually growing and demonstrated strong profitability in the application market. So it is necessary to explore the marketing strategy of mobile games. In view of that, this paper takes Honor of Kings, a typical representative of mobile game, as an example, analyzes Honor of Kings’ marketing based on 4C marketing theory. The author explore the transform of the marketing strategy of Honor of Kings, summarize the success and shortcoming of Honor of Kings, in order to discover the problem of customer turnover of Honor Of Kings, the problem arises in part from quality of paid content, assurance of gameplay, and fairness of the game. Finally, it is conclude that mobile games place great emphasis on convenience and communication, therefore, the development of contemporary mobile games needs to rely on the community and develop more concise and convenient pages.
Keywords
mobile game, honor of kings, 4C marketing strategy
[1]. Xu, M.: Analysis of mobile game marketing strategies - Taking the Honor of Kings as an example. Modern Marketing I(3), 154-156(2022).
[2]. Li, J.X., Sun, T.: Construction of group identity for college students based on mobile game scenarios -- Taking Honor of Kings players as an example. Haihe Media (5), 38-41(2020).
[3]. Ren, T.: Please Jun Game: A practical study of mobile game marketing. Journalism University (11), 89-104120(2022).
[4]. Chairy, C., Juwono, I. D., Syahrivar, J., et al.: Pay to play in freemium mobile games: a compensatory mechanism. International Journal of Retail & Distribution Management 50(1), 117-134 (2022).
[5]. Chen, X., Zou, B.: Analysis of mobile game marketing strategy. E-commerce (4), 67-6790(2020).
[6]. Chen, X., Zou, B.: Analysis of mobile game marketing strategy. E-commerce (4), 67-6790(2020).
[7]. Gattig, D., Kietzmann, J., Marder, B.: The Avatar’s new clothes: An examination of the motivations to purchase cosmetic virtual items in Free-to-Play Games (A Structured Abstract). Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, pp 327-332. (2017).
[8]. Dorsey, J.: Elo regression extending the elo rating system. University of Akron (2019).
[9]. Bányai, F., Demetrovics, Z., Griffiths, M. D., et al.: The mediating effect of motivations between psychiatric distress and gaming disorder among esport gamers and recreational gamers. Comprehensive Psychiatry, 94, (2019).
[10]. Chen, J., Shen, Q. Wu, S.: Research on the user experience of Honor of Kings based on Kano model. Science and Technology Information 19 (36), 170-174(2021)
Cite this article
Yao,X. (2023). Research on the Development Strategy of Mobile Game Honor of Kings Based on 4C Theory. Advances in Economics, Management and Political Sciences,34,153-158.
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 7th 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).