Author(s)

Xiaomeng Wang

Corresponding Author

Xiaomeng Wang

ABSTRACT

With the development of technology and the advent of the digital economy, traditional marketing needed to change, and so digital marketing emerged. Digital marketing makes use of the Internet and digital media, thus allowing for a wider reach of information, which can later increase brand awareness or increase brand revenue. In this article, literature analysis, case study, and comparative analysis methods will be used to explore the question. The results are about the development status of the game industry under the digital age, including the user scale and the market size, the development status of Nintendo Games' brand building and communication in the Chinese market, including the target consumer group and the promotion strategies, and the problems existing in Nintendo Games' brand strategy in the Chinese market, including the communication strategy does not kep pace with the times, the lack of infiltration of multi-faceted game culture, and insufficient after-sales service. In the discussion, the main content is about building online and offline multi-channel communications, increasing penetration by launching more extended products and hiring more expertise in repairing games in the domestic shop. The business value of this paper is promoting the development of the game industry, further optimizing the marketing of game companies, as well as expanding the consumer market.

KEYWORDS

Nintendo Game Company, China Market, Brand Construction, Communication Strategy