摘要随着网络技术水平和智能设备的不断进步，移动手游成为了人们娱乐生活的一个重要组成部分。在移动手游这个竞争激烈的市场上，要想成为赢家，就必须跟随市场的变化不断调整营销推广的战略。《王者荣耀》这款手游从 2015年上架以来热度就一直攀升，直到今天还稳坐手游市场上第一的位置，创造出了令人瞩目的业绩。本文以《王者荣耀》为研究对象，通过对《王者荣耀》现在的发展状况及营销策略进行系统分析，发现其在营销活动中忽视广告的作用，互动营销和口碑营销不足，延伸产品的营销需要改进以及产品策略缺乏创新。最后进行结合营销理论，进一步提出应结合多种渠道推广延伸产品；营销活动应体现性别差异；更新产品策略，完善互动营销和加大公益营销、打造良好口碑的建议。关键词：移动手游；王者荣耀；营销策略；创新策略AbstractWith the continuous progress of network technology and intelligent devices, mobile games have become an important part of people's entertainment life. In the fierce market of mobile mobile games, in order to be a winner, we must adjust the marketing strategy constantly according to the changes of the market. "Glory of the king" this mobile game has been hot since it was put on the shelves in 2015. Until now, it still ranks first in the mobile game market, creating remarkable achievements. This paper takes glory of the king as the research object, through the systematic analysis of its current development and marketing strategy, finds that it ignores the role of advertising in marketing activities, lacks interactive marketing and word-of-mouth marketing, needs to improve the marketing of extended products and lacks innovation in product strategy. Finally, combining with the marketing theory, the paper further proposes that we should combine multiple channels to promote the extension of products; marketing activities should reflect gender differences; update product strategies, improve interactive marketing, increase public welfar...
