Research on Lean Marketing Management of Mobile Games

Abstract

The mobile gaming industry has become more popular in the near future, and mobile game products of hundreds of millions of users have repeatedly appeared. At the same time, the internal and external marketing environment of the mobile game industry is undergoing many dramatic changes. The emergence of emerging channels and the diversification of advertising products have placed higher demands on the marketing links of mobile game distribution. Under the complicated market competition pattern, exploring the new era of mobile game marketing strategy has become a top priority for mobile game industry managers. This thesis sorts out the theory of lean manufacturing and lean management, builds a lean ideology system, and explores the introduction of “lean marketing” derived from the above theory into the mobile game industry marketing theory, and expands the application scope of lean marketing theory. Based on this, the domestic mobile game industry under the guidance of lean thinking, clears user needs, leanly matches user groups, and strives to eliminate non-value-added activities and wasteful behaviors in marketing activities, rationally selects channels, accurately places advertisements, and continuously optimizes feedback. Help the original mobile game marketing to be lean and professional.