Micro-transaction based payment model has been a key revenue model in social network game on mobile platform. The paper proposes micro-transaction based payment model based on 4P marketing strategy which have been widely used for merchandise marketing. The research will be contributed to building a systematized micro-transaction based payment model and marketing strategy for mobile social network game.

ABSTRACT   1. 서론    1.1 선행 연구    1.2 상품 마케팅에서의 4P 전략    1.3 연구접근 방법   2. 모바일 소셜 게임 부분 유료화 방식 분석    2.1 대표 모바일 소셜 게임 분석    2.2 모바일 소셜 게임 부분 유료화 접근 방식    2.3 유료 가상 아이템    2.4 게임 머니 판매   3. 4P 기반 마케팅 전략 요소 도출    3.1 제품 전략 요소 도출 및 적용 사례 제시    3.2 가격 전략 요소 도출 및 적용 사례 제시    3.3 유통 전략 요소 도출 및 적용 사례 제시    3.4 촉진 전략 요소 도출 및 적용 사례 제시   4. 결론   참고문헌

• 민동현(아주대학교 미디어학부 석사과정) | DongHyun Min
• 오규환(아주대학교 미디어학부 부교수) | Gyu-hwan Oh Correspondence to