基于4P营销理论的游戏市场营销策略探析——以《黑神话：悟空》为例

Analysis of Game Marketing Strategies Based on 4P Marketing Theory—Taking “Black Myth: Wukong” as an Example

摘要: 游戏被誉为新时代的“第九艺术”，游戏的发展正备受人们关注。近段时间以来，《黑神话：悟空》的横空出世打破人们对国产单机游戏的刻板偏见。其成功之处不仅在于独具匠心的游戏内容，更在于多样化、精准的营销策略大放异彩。本文将基于麦卡锡的4P营销理论，从产品、价格、推广、渠道四个维度，来深入分析《黑神话：悟空》出圈的成功之道，为推动我国游戏产业的健康发展做出应有的贡献。

Abstract: Games are known as the “ninth art” of the new era, and the development of games is attracting people’s attention. Recently, the emergence of “Black Myth: Wukong” has broken people’s stereotypical prejudice against domestic stand-alone games. Its success lies not only in the unique game content, but also in the diverse and precise marketing strategy. Based on McCarthy’s 4P marketing theory, this article will deeply analyze the success of “Black Myth: Wukong” from the four dimensions of product, price, promotion and channel, and make due contributions to promoting the healthy development of China’s game industry.