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13. We say software enterprise = Software + business model The following is a game team, there are good software, but the business model and other factors outside the software? Did you take that into account?   http://news.cnblogs.com/n/528911/ 

Today, a good game and good marketing is already a variety of game software to enter the market must be the basis. Game development team is numerous, game theme rich and colorful. And the game vector is also a variety of, such as mobile phones, portable gaming equipment, home game consoles, high-definition digital TV and so on. Such an environment, not only to the game team to bring new areas of development opportunities, but also a great impact on the traditional field. Especially in recent years, with the improvement of mobile terminal performance, the number of mobile game players has soared, has occupied a large part of gamers.

"Airscape" is a good game, PR company is also really hard, but these seem to appear very common. Like "Airscape" the good game is too much, PR company constantly in the promotion of various games, all kinds of game team also by virtue of their ability to promote to various channels, but it is really fire so many games?

A good business model and marketing strategy for the current market environment is urgently needed. Of course, "good" is not to say that you spend money to do or a lot of effort. It is a serious analysis of the current market environment, the establishment of a correct, timely and effective business model and marketing strategy. I feel that the "Airscape" game team in the game to promote the efforts, but the business model is more traditional, marketing strategy is not very effective.

I will first talk about the business model of the main profit model and the main promotion model.

Main profit model analysis: With the diversification of the game, the profit model has both the traditional mode, but also has the emerging mode, including paid download, purchase time, lap built-in purchase, IGA built-in advertising charges. Paid downloads are generally the main charge mode for single-player games, even the only source of revenue, but in view of the current popular app Store, you can offer free download or free demo, and profit from value-added services such as point card recharge, level pay, built-in purchases, role enhancement and more.

The main extension mode analysis: With the help of more well-known game platform promotion can make the game quickly known to users, but due to the rapid increase in the number of platform software, this promotion effect is gradually weakened; paid advertising promotion is one of the main promotion methods, and advertising should be mainly put in BBS, network community, Game review site, such as a large number of clicks or related to the software site; Game software through the built-in advertising multi-game cross-promotion, multiple game software cooperation, access to more users in the software can not reach the user community, this way to get users are gamers, the user quality is relatively high; review promotion and download volume promotion, User reviews and downloads on the game store page can affect the rating and promotion of the software within the platform, as well as an important aspect of attracting players ' attention.

The marketing strategy should be elaborated from the aspects of product pricing strategy, promotion strategy, channel strategy, user experience strategy and so on.

(1) Product pricing strategy

The first step should be to clarify the marketing goals, whether to make the most money or expand the consumer base, or somewhere in between. The ideal pricing point is the need to meet both their own needs and the willingness of the players to pay, while developers need to consider a variety of factors: the price elasticity of the game type, the intensity of competition, the alternative. When the external factors affecting the game change, the developer should adjust the pricing strategy according to the results of the data analysis.

(2) Promotion strategy

There are a lot of ways to promote, but developers can also use the third-party service carrier to carry out their own promotional activities. Depending on the purpose of the promotion, it can be divided into two types of promotion: promotion for the purpose of raising awareness and promotion for the purpose of direct profit.

(3) Channel strategy

Mainly to optimize the channel display elements. The game platform provides developers with very limited channel display, often customers from a limited number of aspects of the game, so should be the title of the game, keywords, descriptions, icons and several elements of the display optimization.

In these elements, not only to reflect the product's attributes, more importantly, to reflect its selling point and uniqueness, can give the player a unique deep memory.

(4) User experience Strategy

A good user experience is undoubtedly the goal of every game developer, it can improve the satisfaction of players, product quality and brand image, so that the game to better development situation.

At present, the meaning of "user experience" is gradually extended and developed into a more comprehensive concept, which is imperceptible in product design. The generalized user experience includes not only usability, visual appearance and perception, but also the integration of these aspects with the user's emotional contact.

There are many things that can be done, such as user data analysis and competitor analysis:

1. When using a variety of channels to promote, access to the current channel data, including the number of active users, new users, the next day survival rate, paid users accounted for, and so on, developers across the channels of data, so as to obtain the contribution rate of each channel, for more efficient channel strategy to provide support data support.

2. The important criterion to measure the effectiveness of the game operation is user stickiness, a lot of viscosity standards, such as player retention rate, unit player game time and frequency, etc., developers based on data analysis to improve game operation strategy, to find high-viscosity players, improve user loyalty.

3. If there are many value-added services in the game, such as prop sale and level payment, we should explore the motive and characteristics of user's pay behavior, develop the strategy to promote the pay conversion, and increase the profit.

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