二次元手遊產業之社群媒體行銷策略──以陰陽師個案為例

Social Media Marketing Strategy of the Two-Dimensional Mobile Games-A Case Study of Onmyoji

本研究以2016年爆紅的二次元手遊「陰陽師」為個案研究對象，觀察其在微博、微信、網絡社區與跨平台合作的行銷策略，概括出「陰陽師」品牌推廣的一些主要策略。透過個案分析的觀察結果，本研究認為「陰陽師」獲得成功的關鍵原因在於以下三點:良好內容運營、精准傳播、文化創新手段。此外，本研究提出二次元手遊品牌推廣過程中可採取的社群媒體行銷策略，作為未來其他手遊品牌行銷的實踐執行的參考依據。

This study observes the marketing strategy of anime mobile game “Onmyoji” in four kinds of basic social media platforms such as Weibo, WeChat, online community, and cross-platform cooperation by case study. This study summarizes the main strategies of the game “Onmyoji” brand promotion. Through the case study, this study suggests that the reasons for the explosive success of “Onmyoji” are three points: good content operation, accurate communication and cultural innovation means. Moreover, this study proposes the marketing strategies which can be adopted in the promotion of the anime mobile game brand. These results can provide some reference for the practice of other mobile game brand marketing.