The Success and Failure of “Legends of the Three Kingdoms” From the Perspective of Marketing

Abstract

As people's entertainment methods are increasingly popular and rich, the board games industry is increasingly appreciated by customers. The “Legends of the Three Kingdoms”, which led the development of the industry, is now gradually declining, which is largely attributed to the mistake of the marketing strategy. This essay is based on the literature of the rules of operation of the board games and online games industry as well as the case analysis of “Legends of the Three Kingdoms”, using the 4P marketing theory to analyze the various periods of its development, and to clarify the effectiveness of these strategies and the impact on the competitiveness of brands. This essay finds that the success of the marketing strategy is mainly due to its focus on the needs of the player, and its failure is mainly due to the contradiction between the game concept and the game's reality. It can take measures to strengthen brand culture elements, focus on brand differentiation promotion, diversify marketing channels and continuously deepen copyright awareness to make marketing strategies sustainable development. The board games and online games industry should draw lessons from it, and the marketing strategy should be closely followed by the market trend and specific analysis in specific periods. Even if the company is in a good state of development, the importance of marketing strategy cannot be ignored.