Set some prizes that are difficult for players to get or see, or set some strange things in our store to attract players and make them have unexpected returns. However, in the lucky draw, it should be noted that the prizes are either big enough to attract everyone, or the general benefit rate is high, which will not make players unwilling to participate in the activities because they are "difficult to win", but also make them feel that the current benefits are the biggest and outdated, so as to attract them to participate in this set of prizes that players can hardly get or see, or set up some strange things in our store to attract players and make them have unexpected returns. However, in the lucky draw, it should be noted that the prize is either a grand prize enough to attract everyone, or the general benefit rate is high. Players should not be reluctant to participate in the activity because of the "difficulty in winning the prize". Only by making them feel that they have benefited the most at the moment and are out of date can they be attracted to participate in this activity. Promotional activities need to have three elements: entertainment, popularity and increasing sales. Activities should be fun, not only to attract popularity, but also to generate practical benefits, "let the things that sell well sell better." Pre-publicity, the same caliber, should focus on this publicity campaign, pay more attention to the implementation of publicity activities. There are similarities between the sales of video game city and ordinary stores, but due to the great influence of policies, the players in video game city are mainly young people, and it has its own special side. This makes "how to operate and promote video game cities efficiently" a difficult problem for terminal venues. The following is an analysis of the video game industry by Zhang Shaoqing, chief retail system consultant, gold medal store manager training lecturer and store performance improvement training lecturer, and the marketing methods of video games based on the experience of other industries for industry reference. The country's support for the game industry is increasing, and the policy supports the industry greatly; With the improvement of people's living standards and the continuous upgrading of consumption development, more people like to spend in video game cities; At present, the technical content of video game consoles is getting higher and higher, and the scientific and technological components make it gradually integrate with high-tech enterprises; People in the industry constantly change people's impression of gambling in video game halls, and gradually more people recognize and accept video game cities; The video game industry is a new industry in China, and there are many potential expansion opportunities. The puzzles and obstacles in the electronic game industry are faced with policy restrictions all over the country, the industry standards are not clear enough, and some laws and regulations conflict; Different regions have different policies, and the operating standards of video game cities vary from place to place; Different concepts of urban consumers at different levels of economic development lead to different restrictions on the development of video game cities in different cities; The increasing diversification of consumption and entertainment, the invasion of product diversification; At present, the rent and employee's salary only increase, which increases the operating cost of the video game market; A single revenue machine is subject to policy constraints, which limits the profit of the terminal site. Development Trend of Electronic Game Industry The electronic game industry will develop in the direction of branding, chain operation, refined management, new business thinking, new technology application and profit diversification in the future. Brand development requires enterprises to be bigger and have their own characteristics. In the same environment, if you can run faster than your opponent, you can make yourself invincible. Therefore, how to do better and run faster than competitors requires differentiated competition and form its own characteristics. Compared with the general video game market, chain operation has lower procurement cost, better brand effect, complete procurement supply chain and stronger digestion capacity. In addition, after many venues have developed to a certain extent, it is found that the management of venues can't keep up, which requires a clear division of labor for the management team, and at the same time, new thinking and new management software are adopted to make the venues run in an orderly manner. At the same time, in addition to selling money for profit, the video game market should strive to find other ways of making profits, and diversified ways of making profits can help venues make more profits. Four key points reflected in the competitiveness of electronic game cities: the stability and change of electronic game machines. Ensure the stability of the quality of the game machine, and don't let the players fail in the process of playing. Regularly check whether the machine is operating normally, whether the appearance of the machine is damaged and whether it is safe. The change shows that the decorative layout of the venue should be changed, and it should be adjusted every once in a while, so as not to make players feel aesthetic fatigue. Service standardization. Service is divided into four levels. The first is basic service, that is, smiling at customers with high efficiency; Secondly, ensure the service level in the store is stable, and the waiter can't affect the service to the guests because of his own preferences; Thirdly, it is to provide services beyond the player's imagination, which will surprise him; Finally, the touching service makes players become loyal fans of our store and will not abandon you easily. Environmental comfort. Starting from the players' feelings, we design and decorate the video game city according to their aesthetics, from the ceiling to the posters in the store, from the placement style of the machine to the comfort of the seats, so that they can feel the environment is very comfortable. Marketing means. Every store needs to find ways to market, and whoever has stronger marketing means is more likely to win in the market competition. How to run and manage a video game city? Seven things to think about before opening a shop. The operation and management of the store includes three aspects: store retail, activity promotion and channel expansion. The sales of electronic game city can be improved from four aspects: increasing the number of customers, raising the price of each currency, increasing the repeated consumption of players and increasing the joint consumption. Provide membership services for players who meet certain conditions, and collect and manage their information in a unified way. Members can enjoy new product notifications, event notifications, bonus gifts, birthday gifts, special activities, salon club contacts, training and promotion, corporate culture promotion and other services. At the same time, instill the role of VIP in them, let them pay attention to their membership, and cultivate their brand trust and adhesion to the store. Store management includes image management, environmental management, sales management, customer management, personnel management, on-site management, equipment management and service control, among which image and environmental management are the key points. Shops should be clean and tidy, with comfortable environment and novel decoration, which can attract players. The service staff has a good attitude, buying machines that players like and updating them in time. It is suggested to use 5S to guide the image management of stores, namely Seiri (sorting), seiton (rectification), seiso (cleaning), seiketsu (cleaning) and shitsuke (habit). Clarify the division of responsibilities for big and small things in the store, check and find and solve problems at any time, and stick to it for a long time to make it a habit. Choose the right public relations promotion store. The common tools of public relations propaganda include news propaganda, public welfare activities, event marketing, training and education, communication circles, corporate publications and so on. Some video game cities have begun to try these promotional activities and achieved good results. At present, public welfare activities are an aspect that some large chain video game cities want to try, and have not achieved good results, but event marketing has not been widely used in this industry. Mainly to highlight one thing, for example, to take corresponding measures against the possible impact of competitors on our store when they open, so that the possible adverse impact will disappear or even turn into a favorable factor for our store. Enterprise journals are also an indispensable tool to introduce to customers. For example, city heroes keep many such pamphlets and promotional CDs so as to introduce them to others at any time. Identify the essential needs of players. The customers in the video game market include leisure consumers, ordinary consumers and die-hard consumers, and different strategies are adopted for these three different consumers. Find ways to increase the number of experiences of leisure consumers; For ordinary consumers, let him form a certain loyalty to our store; For hardcore players, it is necessary to establish a brotherly relationship with him and enhance the influence of the store through him. Players who play games have different needs. They play machines for fun, or relax here after fatigue, or vent their emotions for some unhappy things, or they like video games as an interactive platform, hoping to communicate with strangers and make friends. After determining their needs, they should be operated and managed according to their needs. In addition, it is necessary to analyze the players' consumption time, the amount of money spent each time, who these players are, whether they are students or people in society, and identify the target group to attract them in a targeted manner. According to the positioning of these players, we should also set what kind of currency price is easier for them to accept, or let them spend the same money and play in our store for a longer time, which will also attract players to a certain extent. The promotion of video game city needs to be analyzed from five aspects: products and services, customer analysis, preferential methods, publicity methods and competitors. In addition to the novelty, fun and stable quality of game machines, the video game market can also provide extra food and drinks, as well as storage bags, training coaches and comfortable seats. Among them, the discount method can be pre-paid discount to lock the player group, or it can be bought and sent, and it is best not to discount, because it is difficult to recover the price after discount. Using membership points can increase players' stickiness and provide players with more opportunities to experience other machines. At the same time, many chain stores are trying to choose enterprises with certain brand awareness and use industry alliances or horizontal alliances to do some mutually beneficial preferential activities. Before we do promotional activities in the video game city, we need to think about several aspects: whether to focus on explosive activities or increase the daily traffic, whether to let more players come or increase the consumption frequency of existing players, whether to increase the experience, whether to provide value-added services, whether to provide real discounts, whether to make money profits or pay attention to the consumption of players. If a lot of players suddenly come, will the machines in our store be enough, and will the service be able to keep up? This is also the reason why city heroes are unwilling to hold explosive activities for a long time, fearing that the service will not keep up with the crowd brought by explosive activities. In order to increase the stickiness of players to our store, we can establish a contact circle between players, so that they can form contact with each other and increase their normal activities on weekdays. There are always surprises and excitement for them to attract their attention to our store. At the same time, we can combine the activities inside and outside the store, or hold some influential activities to let people who have not yet entered the store pay attention to our store. For example, the "Fengyunhui" held by Fengyun again, the "Fighting Bureau" held by Guangxi Haote Video Games, and the venue of the "Dazhong Huabei" basketball match have all established a good image in the hearts of players. In addition, we can cultivate and build influential players, and their loyalty to our store can drive other players to love our store to a certain extent. Promotion activities need to complete the following eight steps: the first step is to determine the promotion theme. Thinking about the theme of promotion should be in line with the brand positioning and market positioning of the city of electronic games, attractive, and try not to be the same as before, but also consider whether it can attract players, really bring them benefits and serve the goal of this promotion. The second step is to make an activity plan. According to consumers' psychology, we can provide economic benefits by means of promotion, such as increasing discounts, buying gifts, giving them as soon as they come, redeeming cards, redeeming points and so on. And psychological benefits such as fun contests, skill appraisal, public welfare sponsorship, lottery, and membership services. , as well as free experience, professional forums, interpersonal communication, ranking publicity and other additional benefits. The third step is to determine the way of publicity. There are TV advertisements, radio advertisements, newspaper advertisements, DM single pages and newspaper clippings, short messages, outdoor advertisements, online publicity and so on. According to "big city plane is given priority to, small city TV is given priority to;" The newly opened TV is the main business, and the later aircraft is the main business; Temporary activity TV, regular activity plane "principle, according to their own business characteristics, cost budget and customer habits to determine the media, but also take into account the influence of the media, as well as its long-term habits in the industry, although you can choose a media that has greater influence in the industry and conforms to everyone's reading habits. The fourth step, the store layout is vivid. Layout principles: impulsive effect, unified focus, impact effect, novelty and warmth effect. Step 5, preparation of activity resources: system and equipment, site approval, cashier setting, regional setting, personnel division, safety inspection, pre-activity inspection, promotion guide, etc. Step six, activity encouragement training: define the task index, announce rewards and punishments on the spot, take the oath of military orders, show the team momentum, and check the activity policy. The seventh step is to adjust the implementation of activities. It is suggested to do a good job of market research before the event, adjust the event in time according to the investigation, and put the plan into action quickly to avoid other competitors' preemptive implementation. In addition, it is necessary to summarize the implementation of the first day's activities in order to adjust the direction of the later activities. The eighth step is to summarize the promotion activities. After the activity, summarize the activity immediately and put forward the problems found, so as not to be forgotten after a period of time.