根据贝恩咨询的调研数据，2019年居民平均每天花在移动设备上的时间高达3小时40分钟，与2017年相比增加了35%。人们使用移动设备有超过一半的时间是用来打游戏进行消遣。5G的普及会带来移动互联网的加速发展，移动游戏也将在未来迎来大幅增长，2021年全球移动游戏行业收入将达到1064亿美元。随着95后、00后消费能力的不断提升，我国游戏市场将会迎来更大的机会。在众多类型的游戏中，二次元游戏也在近些年走进大众视野，赢得了一定的市场份额。截至2018年我国二次元产业规模已经超过了1000亿元，而二次元用户数量也高达3.7亿。二次元游戏作为二次元产业的一个重要分支，2018年的市场规模已经达到了190.9亿元，然而在整个游戏市场规模的占比还不到15%，未来发展十分可期。米哈游出品的《崩坏学园》系列是国产二次元游戏的精品代表，通过崩坏学园的系列游戏，将粉丝聚集在同一IP下，并不断拓展IP的商业价值，目前《崩坏学园》系列游戏已经为公司带来超过10亿元的收入。米哈游是一家从事二次元游戏产品开发和运营的互联网企业，通过旗下“崩坏”IP系列产品，整合ACGN等其他二次元元素，构建了一条以优质IP为核心的文化产业链。本文将对二次元游戏行业的发展现状及前景进行分析，梳理国内深耕二次元游戏企业的竞争情况，在深度理解二次元消费者行为的基础上，以米哈游公司的《崩坏学园》为具体案例，探讨二次元游戏的营销策略，运用钻石定位理论对米哈游公司的营销策略进行系统化分析和提出建设性意见。也希望能够对同类型的二次元游戏公司在游戏的营销推广方面提供参考价值。关键词：二次元游戏；米哈游；崩坏学园；IP营销

According to Bain & Co.’s report, people spent an average of 3 hours and 40 minutes a day on mobile devices in 2019, which had been increased by 35% compared to 2017. People mostly use mobile devices to play games for entertainment. With the development of 5G industry, mobile games will also see substantial growth in the future. It is forecasted that global mobile game industry will get a revenue of 106.4 billion US dollars in 2021. In 2018, revenue of Chinese game market was 214.44 billion RMB, which increased 5.3% on a year-on-year base. With young people of post-95s and post-00s have higher and higher consumption capacity, China's game market will usher in greater opportunities. Among different types of games, quadratic games have also been known by the public in recent years and won a certain market share.The market of China's quadratic industry has exceeded 100 billion yuan in 2018. Over 370 million people are familiar with the quadratic world. As an important branch of the quadratic industry, the quadratic game has reached 19.09 billion yuan in 2018. However, it only accounts for less than 15% of the total game market size. So we can see a promising future for quadratic games. The End of School series produced by Mihoyo Game Company is a famous representative of China’s quadratic games. The commercial value of this IP is continuously expanded. These series of games has brought more than 1 billion yuan in revenue to Mihoyo company.Mihoyo is a game company that deeply cultivates a quadratic culture with products like animation, comics, games and novels (ACGN). The company's main business is to develop and operate Internet cultural products such as games, comics, animations, and light novels based on the IP of “The End of School” . It combines the characters and story lines of each IP and builds a cultural industry chain with these high-quality IPs.This paper will analyze the present situation and future development of quadratic game industry. It will also conduct a deep research on the competition situation of China’s quadratic game companies by using Positioning Approach of Diamond Map. With full understanding of quadratic game consumer behavior, this paper will explore the marketing strategy of Mihoyo. Hope this paper can contribute to the marketing strategies of quadratic game companies.Key words: Quadratic Games; Mihoyo; The End of School; IP Marketing