手机游戏的营销策略——以米哈游旗下游戏为例

Marketing Strategy for Mobile Games —Taking miHoYo’s Games as an Example

摘要: 随着中国经济不断增长，居民消费能力不断提高。同时，相较于韩国日本的本土手机品牌不敌苹果三星旗下手机，中国手机品牌众多，更能做到物美价廉，居民消费选择增多，手机普及率指数级增长。与此同时，手机游戏应运而生，其具有方便快捷、长线运营、非买断制等特点，吸引消费者持续投入时间金钱。那么，不同于网络游戏和单机游戏，日益激烈的市场竞争使手机游戏开发出一系列有效传播策略，以开拓中国广阔的手机游戏市场蓝海，并保持其生命周期。本文以米哈游旗下游戏(主要包括崩坏系列、原神、绝区零)为例，深入讨论手机游戏的营销传播策略。以往的研究主要集中在网络游戏的相关讨论上，即使有部分关于手机游戏的传播策略研究也聚焦于诸如内购、广告投放、网络传播、社交平台等大部分手游都具有的特征上，尽管也为我们提供了大量的研究角度和研究方向，但他们往往忽视了不同游戏的特殊性，不能做到具体游戏具体分析。米哈游作为除开腾讯网易两个大体量公司外崛起的第三股势力，甚至一度被玩家要求米哈游与其他二游切割，其影响力可见一斑，其独特的营销传播策略值得我们深入探讨。

Abstract: With the continuous growth of the Chinese economy, residents’ consumption ability is constantly improving. At the same time, compared to domestic mobile phone brands in South Korea and Japan that are inferior to Apple and Samsung’s phones, there are many Chinese mobile phone brands that can achieve better quality and lower prices, increase consumer choices for residents, and exponentially increase the popularity of mobile phones. At the same time, mobile games have emerged, which have the characteristics of convenience, speed, long-term operation, and non-buyout system, attracting consumers to continuously invest time and money. So, unlike online games and single-player games, the increasingly fierce market competition has led to the development of a series of effective communication strategies for mobile games to explore the vast blue ocean of China’s mobile game market and maintain its lifecycle. This paper takes Mihayou’s games (mainly including Collapse Series, Genshin Impact and Juejiu Zero) as an example to deeply discuss the marketing communication strategy of mobile games. Previous research has mainly focused on discussions related to online games, and even some studies on the dissemination strategies of mobile games have focused on features that most mobile games have, such as in-app purchases, advertising placements, online communication, social platforms, etc. Although they have provided us with a lot of research perspectives and directions, they often overlook the specificity of different games and cannot achieve specific analysis of each game. As the third rising force after Tencent and NetEase, miHoYo has even been demanded by players to be separated from other second-tier games. Its influence is evident, and its unique marketing and communication strategies are worth exploring in depth.