摘要
随着移动互联网发展，移动游戏产业已经发展出较完善的产业链，各国企业优秀
产品都有可能因为其满足部分细分领域用户需求而在全世界高速传播。产业前景广
阔，产业链上下游发展势态良好，但作为内容提供商，中国企业还没有研发设计出能
够在全球范围内被高度接受的产品，全球发行以及国际营销策略仍处于较初级的阶
段。本文将以 GX 公司的移动游戏业务为基础，结合中国厂商在技术及产品创新和营
销上积累的经验，探索中国移动欧亿·体育（中国）有限公司国际营销策略进而全球化的发展战略。并承载文
化传播、价值观输出的社会责任，促进中国品牌在世界的正面形象建立以及东西方文
化的融合

本文以市场营销理论发展路线为指导，以 GX 公司移动游戏项目国际化战略及文
化价值输出策略为研究出发点，以 GX 公司移动游戏项目为研究对象，对中国移动游
戏企业国际化市场营销的现状、内外部环境以及遇到的问题做了深入的研究与探讨

本文在研究中釆用了理论与实践相结合的手法，对相关营销理论的演进进行了详细
的介绍，对 4P、4R、4C、4V 理论进行了介绍和对比，对他们存在的优、缺点进行了
深入的对比分析，为后续在 GX 公司构建营销模型及策略的优化奠定基础

论文首先阐述 GX 公司及欧亿·体育（中国）有限公司背景，以及 GX 公司的战略及社会责任感，并对 GX
公司在实际发行中遇到的问题进行了诊断，根据移动游戏产业以及全球市场的变化，
结合 4V 理论的差异化、功能弹性化、附加价值化以及共鸣策略，对 GX 游戏产品在国
际营销中遇到的问题提出了解决方案。在对 4V 营销理论研究的基础上，结合市场的
特点和 GX 公司的实际情况，构建了该公司国际营销的模型，以此来提高 GX 公司在激
烈的市场竞争、产品同质化严重、信息爆炸带来的展示成本骤升等环境中，通过充分
发挥自身特点，整合产业链环节，提高利润率，打造国际化品牌，持续输出优秀的中
国产品

基于本论文研究得出以下结论，GX 公司在移动游戏产业将充当应用内容提供商
以及发行商的角色；借鉴市场营销理论相关知识以及笔者 MBA 学习期间的管理知识体
系，提出了 GX 公司移动应用产品的国际发行工作以及同欧亿·体育（中国）有限公司公司的全球化发行之路，
并对其他企业在国际营销中实践应用提供了具体案例，具有一定的借鉴和参考价值

关键词：国际市场营销，营销策略，移动游戏产业，4V 理论Ⅱ
Analysis and Research on Application of International Marketing
Strategy of GX Company Based on 4V Theory
Abstract
With the development of mobile Internet, a relatively complete industry chain has been
developed in the mobile game industry, and excellent products of enterprises from various
countries can be probably spread at high speed worldwide as they meet the demands of
users in some subdivisions. With broad prospects, the industry has good development
tendency in the upstream and downstream of industrial chain. However, Chinese
enterprises as content providers do not develop and design products which can be accepted
highly worldwide, and global offerings and international marketing strategies are in the
relatively primary phase. Based on mobile game service of GX company, this paper
explores international marketing strategy and further globalization development strategy of
China&39;s mobile industry in combination with Chinese manufacturers&39; experience on
technological and product innovation and marketing. Bearing the social responsibilities of
cultural transmission and value export, it promotes positive image establishment of
Chinese brands and cultural integration of East and West.
Guided by development routes of marketing theory, this paper considers
internationalization strategy and cultural value output strategy of GX&39;s mobile game
project as start point of research, and GX&39;s mobile game project as research objects to
make a deep research and discussion on international marketing status, internal and
external environments and problems of Chinese mobile game enterprises. This paper
integrates theory and practice in the research and makes a detailed introduction to relevant
marketing theories, and introduces and compares 4P, 4R, 4C and 4V theories and then
makes an in-depth comparative analysis on their advantages and disadvantages for laying
the foundation subsequent optimization of marketing models and strategies established by
GX Company.
This paper firstly states GX Company and its industry background, GX Company&39;s
strategies and social responsibilities, and further diagnoses problems existing in actual
distribution and proposes solutions for GX game products&39; problems in international
marketing according to changes in the mobile game industry and global market and in
combination with differentiation, functional flexibility, additional value and resonance
strategies. Based on research of 4V marketing theories, market features and actualIII
conditions of GX Company are combined to set up an international marketing model of the
company, thereby giving full play to its own features to integrate links of industrial chains,
increase profit rate, build international brands and continuously export excellent Chinese
products under the environment of sudden rise in exhibition costs arising from fierce
market competition, serious product homogenization and information explosion.
It concludes that GX Company will play the roles of the application content provider and
distributor in the mobile game industry; international distribution of mobile application
products of GX company and globalization distribution routes of peer companies are put
forward by referring to knowledges of marketing theories and management knowledge
hierarchy during the MBA study of the author, and detailed cases are provided for practical
application of other enterprises in international marketing, with certain reference values.
Key words: international marketing, marketing strategy, mobile
game industry and 4V theoryⅣ
目录
中文摘要........I
ABSTRACT......II
第一章 绪论..1
1.1 研究背景与意义......1
1.2 研究内容......1
1.3 研究框架......2
第二章 文献综述....4
2.1 市场营销理论发展..4
2.1.1 4P 理论.4
2.1.2 4C 理论.5
2.1.3 4R 理论.5
2.1.4 4V 理论.6
2.1.5 典型市场营销理论辨析..........8
2.2 国际市场营销的本质..........9
2.3 国际营销决策理念的差异..9
第三章 GX 公司国际营销现状分析.........12
3.1 移动游戏欧亿·体育（中国）有限公司背景12
3.1.1 移动游戏产业发展趋势........15
3.1.2 移动游戏产业现状....16
3.2 GX 企业背景...........16
3.2.1 GX 公司简介...........
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