Strategic marketing management of the company “Mihoyo”: promotion of a video game “The Honkai: Star Rail Impact”

Abstract

The purpose of this article is to analyze the strategic marketing management in the Chinese computer game development and publishing company “miHoYo” using the example of the game “The Honkai: Star Rail Impact”. By synthesizing theoretical learnings from strategic management and marketing literature with an intimate study of miHoYo's strategy – from content-focused philosophy to global-local adaptations, community building strategies, and integrated digital campaigns – this discussion tries to unearth the primary strategic facets underlying The Honkai: Star Rail Impact's marketing triumph. This research offers valuable insights into successful strategy formulation and implementation in the highly competitive digital game business, with strategic management implications for complicated, technology-intensive international enterprises. The paper will proceed with the theoretical background, case background, analysis of marketing strategies with the aid of strategic management concepts, and conclusion with implications and findings. In this chapter, the theoretical foundation for analyzing miHoYo's strategic marketing management of the game “The Honkai: Star Rail Impact” is established, integrating strategic management and marketing strategy theory into a viable analytical framework.