| Issue |
E3S Web Conf.
Volume 235, 2021
2020 International Conference on New Energy Technology and Industrial Development (NETID 2020)
|
|
|---|---|---|
| Article Number | 03028 | |
| Number of page(s) | 5 | |
| Section | Analysis on the Development of Intelligent Supply Chain and Internet Digital Industrialization | |
| DOI | https://doi.org/10.1051/e3sconf/202123503028 | |
| Published online | 03 February 2021 | |
Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example
School of Management and Economics The Chinese University of Hong Kong Shenzhen, China
* Corresponding author’s e-mail: dantongshen@link.cuhk.edu.cn
This paper mainly focuses on the marketing strategies of Tencent Games. Tencent Games has the largest revenue all over the world. It is considered that the effective marketing strategies play important roles in global competition. Many researches have been focusing on this topic. In this article, strategies are summarized into four main points: product marketing, entertainment marketing, cross-border cooperation and intellectual property creation. Then the author conducts out a deep case study of Honor of Kings, introducing the most striking and latest strategies of the game. The game has cross-border cooperation with a cosmetics brand, idolizes the in-game characters and gets hold of festivals to launch virtual products. The experience of Tencent Games indicates that different strategies fit different periods and the developer should listen to the users and follow the trend.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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