Nation and World: The Marketing Model of Internationalization of Local Brands –A case study of Genshin Impact

¹ Changzhou Senior High School of Jiangsu Province, 213004 Jiangsu, China
² Faculty of New Media, Guangdong Baiyun University, 510450 Guangdong, China
³ Psychology, Menlo College, 94027 California, America

^* Corresponding author’s mail: xinhao.liu@menlo.edu

Abstract

The research background of the paper is that the Genshin Impact has become very famous in recent years. The game made $4 billion in revenue in just two years after its launch. The game’s worldwide popularity has attracted a lot of attention. Thus, this paper wants to find out the producer uses which kind of methods to attract such many players and gain a large amount of profit. The paper uses a literature review and case analysis as research methods. By using these two methods to research, this paper finds that the producer of the game Genshin Impact uses lots of market strategies to attract players. Also, this research wants to explore how the game Genshin Impact successfully integrates traditional Chinese culture and promotes traditional Chinese culture to overseas players. The conclusion is producer of Genshin Impact uses different market strategies to attract players and help promote traditional Chinese culture to overseas people.