Research on the Characteristics of Youth Consumption Behavior and Marketing Strategies of the Chinese Mobile Game Industry

Abstract

In recent years, smart mobile terminals have rapidly occupied the world market and promoted the development of the Internet industry. China has 1.19 billion mobile Internet users, ranking first in the world. As a product of the mobile Internet, mobile games have gradually become one of the main entertainment items for netizens because of their portability and mobility. As the main force among mobile Internet users, teenagers have contributed a lot of consumer behaviors in mobile games. If a mobile game wants to occupy a certain position in the highly competitive market, it is vital to formulate an appropriate market strategy for teenagers. Through literature analysis and qualitative analysis, this paper summarizes the concept, types, characteristics, market status, and existing problems of mobile games in the Chinese market. It analyzes the characteristics of young people’s consumption behaviors in mobile games, mainly including “self-identity” and herd effect. This paper also puts forward some improvement plans for game design, game marketing, and game community to promote young users’ consumption behaviors in mobile games. At the same time, due to the particularity of underage users, this paper also discusses the necessity of reasonably setting up an anti-addiction system. This paper has strategic marketing significance for mobile game companies whose main target customers are young people. At the same time, based on the huge customer group of the youth in the mobile media market, this article is also very important to promote the steady development of the mobile game market.