Research on the Impact of Gamification Marketing on the Expansion of the Pearl Industry Chain in Zhanjiang

DOI: https://doi.org/10.62517/jbm.202409211

Author(s)

Weiyong Zou1,*, Haixin Li2, Xiaolu Li3, Kaili Zhang2, Yongqiang Wu4, Jiasen Ma5, Hanqi Su3

Affiliation(s)

1School of Economics, Guangdong Ocean University, Zhanjiang, Guangdong, China 2School of Management, Guangdong Ocean University, Zhanjiang, Guangdong, China 3College of Oceanography and Meteorology, Guangdong Ocean University, Zhanjiang, Guangdong, China 4College of Electronic and Information Engineering, Guangdong Ocean University, Zhanjiang, Guangdong, China 5School of Literature and Journalism, Guangdong Ocean University, Zhanjiang, Guangdong, China *Corresponding Author.

Abstract

In order to revive Nanzhu and promote rural revitalisation in Zhanjiang, this article explores the impact of gamified marketing on the pearl industry chain in Zhanjiang. Based on theoretical research and questionnaire surveys, this article examines the key channels through which gamification marketing can expand the pearl industry chain in Zhanjiang City. The conclusion of the research is as follows. (1) This article explores the theoretical basis of gamification marketing to expand the pearl industry chain in Zhanjiang City. Strengthening the influence of publicity, strengthening brand building and enhancing emotional identification are important channels for gamification marketing to expand the pearl industry chain. (2) The consumer group of women and young people is an important component of the questionnaire survey, as well as an important part of the pearl consumption field in Zhanjiang. Although the research subjects are mostly low-income college students, a good knowledge foundation, innovative ability, and a proactive spirit of exploration have improved the reliability of the questionnaire. (3) The questionnaire data shows that expanding channels to promote the pearl industry, strengthening the brand awareness of pearl products, and expanding the influence of pearl products and services are the three most popular options among the respondents. The second is to improve customers' product experience through interactive means, increase consumers' emotional identification, increase the fun of marketing and establish good customer relationships.

Keywords

Gamification Marketing; Pearl Industry; Industrial Chain Expansion; Zhanjiang City; Questionnaire Survey

References

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