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n. In various games, they like the kinds of action, magical, shooting and chess most. The factors of the excitant of the game, the elegant of the appearance and the team adventure are the customers’ first consideration when they choose their favourite game.

There are six kinds of customer who love online game, which are the type of competitive and challenges, the type of fashion and leisure, the type of ease and recruit, the type of team cooperation, the type of pastime and dating, the type of experience and control. According to different type of customer, the company should conduct different marketing strategy. Customers who love competitive and challenges occupy the most proportion. The main target people are the leader of the game, who would like to try the new game and their options will influent people around. Those people take about 21% and would like to pay for their game.
According to these findings, this research comes up with the corresponding recommendations for the online game’s further development, which include pay more attention to the construction of the website, enhance the cooperation with other companies, pay attention to the visual impact, enhance advertisement and optimize the media mix, consider more rewards of bonus and props. Only with the successful marketing mix, will the online game company obtain their stable and further development.
With the fierce competition in the online game industry, this paper has put forward the first-hand data to analyse customers’ psychological and corresponding recommendations. The contribution of this dissertation is to experiential marketing and integrate data mining for customers of online game. The results present that the proposed approaches can effectively and efficiently explore customer’s behaviour (Ballester, C., A. Calvó-Armengol, and Y. Zenou, 2006). It is believed that this integrated method also can be successfully used to other industries.

Table of Contents

Abstract 1

CHAPTER 1 7
INTRODUCTION 7
Chapter 1- Introduction 8
1.1 Research Problem and Objective 9
1.2 Outline of the Dissertation 10

CHAPTER 2 12
LITERATURE REVIEW 12
Chapter 2- Literature Review 13
2.1 online game's character 13
2.2 Marketing mix of online game 15

CHAPTER 3 17
METHODOLOGY 17
Chapter 3 – Methodology 18
3.1 Sampling Design 18
3.1.1 Population 18
3.1.2 Sample 18
3.2 Type of Research 19
3.3 Method of Data Collection 20
3.3.1 Secondary Data Analysis 20
3.3.2 Case Study 21
3.3.3 Focus Group Interview 22
3.3.4 Survey Research 22
3.4 Questionnaire Design 23

CHAPTER 4 25
DATA COLLECTION & TABULATION 25
Chapter 4 – Data Collection & Tabulation 26
4.1 Data Collection 26
4.2 Clustering analysis 35

CHAPTER 5 41
DISCUSSION OF THE FINDINGS 41
Chapter 5 – Discussion of the Findings 42

CHAPTER 6 44
RECOMMENDATION AND FEASIBILITY 44
Chapter 6 – Recommendation and Feasibility 45
6.1 Recommendations 45
6.2 Feasibility 48

CHAPTER 7 49
LIMITATIONS OF THE SURVEY 49
Chapter 7 – Limitations of the Survey 50

CHAPTER 8 51
CONCLUSION 51
Chapter 8 – Conclusion 52

CHAPTER 9 53
REFERENCE 53
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