中文摘要
《和平精英》手游的营销策略是利用节假日打折优惠促销，推广各种游戏皮肤以满足玩家的游戏快感，通过各种社交平台，赛事直播解说等进行推广传播，定制符合大众消费者消费水平的时装道具等。在产品策略上，满足玩家的游戏体验，价格策略上符合玩家的消费水准，渠道策略上广泛推广，促销策略上及时跟进。和平精英的优势在于是竞技类射击游戏的“领跑者”有着从腾讯平台上分流过来的大量用户以及合理的且普遍被玩家所接受的价格，做好产品维护，并不断提高游戏画面质量，以满足玩家对于游戏的需求与体验。手游行业的营销策略有着不同之处，文化传播已经成为游戏不可获取的一部分。游戏文化传播的重要性越来越重要，逐步成为游戏的重要组成部分。
关键词：和平精英；营销策略；市场营销
Abstract
The marketing strategy of "Peace elite" mobile game is to use holiday discounts and discounts to promote various game skins to satisfy the game pleasure of players, promote and spread through various social platforms, live commentary of the games, and customize fashion props in line with the consumption level of mass consumers. In terms of product strategy, it satisfies the game experience of players, conforms to the consumption level of players in terms of price strategy, widely promotes in terms of channel strategy, and follows up in time in terms of promotion strategy. The advantage of peaceful elite is that the "leader" of competitive shooting games has a large number of users who have been transferred from Tencent platform and a reasonable and generally accepted price, so as to maintain the product and continuously improve the picture quality of the game, so as to meet the needs and experience of players for the game. Marketing strategies in the mobile game industry are different, and cultural communication has become an inaccessible part of the game. The importance of game culture communication is becoming more and more important, gradually becoming an important part of games.
Keywords:Peace elite ;Marketing strategy ;Marketing
目录
绪论……………………………………………………………………………………1
（一）研究背景…………………………………………………………………1
（二）研究目的意义……………………………………………………………1
（三）研究方法…………………………………………………………………1
一、和平精英…………………………………………………………………………3
（一）和平精英简介……………………………………………………………3
（二）和平精英四大系统………………………………………………………3
1.社交系统…………………………………………………………………3
2.交易系统…………………………………………………………………3
3.PVP 系统…………………………………………………………………4
4.任务系统…………………………………………………………………4
二、市场营销理论综述………………………………………………………………5
（一）营销策略4P理论 …………………………………………………………5
（二）SWOT分析法………………………………………………………………5
三、营销手段…………………………………………………………………………6
（一）营销手段…………………………………………………………………6
1.平台推荐…………………………………………………………………6
2.电视广告…………………………………………………………………6
3.社交网络…………………………………………………………………6
4.场景布局…………………………………………………………………6
（二）原理策略下的营销手段…………………………………………………6
1.以消费者心理为基础的定价策略………………………………………6
2.交叉渠道宣传政策………………………………………………………7
3.广告宣传…………………………………………………………………7
4.利用赛事直播活动提高知名度…………………………………………7
5.节假日打折优惠促销……………………………………………………8
四、和平精英优缺点…………………………………………………………………9
（一）和平精英的缺点…………………………………………………………9
（二）和平精英的优点…………………………………………………………9
结论……………………………………………………………………………………10
（一）总结………………………………………………………………………10
（二）展望………………………………………………………………………10
参考文献
