Návrh marketingové strategie pro mikrotransakce v herním průmyslu

Abstract

The diploma thesis deals with the marketing strategy proposal of microtransactions in the gaming industry. The purpose of the diploma thesis was to choose the most suitable concept of microtransaction and design a marketing strategy for the given concept. The theoretical part characterized the marketing strategy, strategic analysis, marketing mix and typology of online customers. Furthermore, milestones in the gaming industry were described and the macroenvironment was characterized using PEST analysis and subsequently the marketing mix of microtransactions in the gaming industry was explained. The online questionnaire survey was used for the elaboration and then a conjoint analysis was performed using the full profile method. The best concept was discussed in more detail and a marketing strategy was designed for game developers.