近些年來(lái)國(guó)內(nèi)外主題公園投資建設(shè)逐漸增多,鄭州方特面臨著企業(yè)盈利較少的情況。文章從鄭州方特的品牌推廣方面入手,運(yùn)用SWOT分析法了解鄭州方特的現(xiàn)狀。針對(duì)其存在的定位不清晰、廣告同質(zhì)化、單一品牌IP、促銷推廣不全面等問(wèn)題提出一定的推廣策略。 

【文章來(lái)源】：中阿科技論壇(中英阿文). 2020,(05)

【文章頁(yè)數(shù)】：2 頁(yè)

【文章目錄】：
1 Introduction
2 The SWOT analysis of Fangte Zhengzhou
    2.1 The Strengths
        2.1.1 Chain operation mode
        2.1.2 Numerous in-park projects
    2.2 The Weaknesses
        2.2.1 The inconvenience of transportation
        2.2.2 Disconnection of related services
        2.2.3 Lack of professional management talents
    2.3 The opportunities
        2.3.1 The rise of central China
        2.3.2 Broad tourist market
    2.4 The Threats
    2.5 SWOT analysis model
3 The brand promotion problems of Fangte Zhengzhou
    3.1 Unclear brand positioning
    3.2 Homogenization of advertising
    3.3 Single brand IP.
    3.4 Lack of brand spokespersons and incomplete promotion
4 The brand promotion countermeasures of Fangte Zhengzhou
    4.1 Clear brand positioning
    4.2 Advertising innovation
    4.3 Strengthen IP development and add new IP
    4.4 Looking for appropriate ambassadors and carry out comprehensive promotion
5 Conclusion


【參考文獻(xiàn)】：
期刊論文
[1]“互聯(lián)網(wǎng)+”背景下企業(yè)品牌推廣模式創(chuàng)新研究[J]. 韓軼強(qiáng).  商業(yè)經(jīng)濟(jì). 2016(10)
[2]營(yíng)銷品牌推廣與廣告策略方法研究[J]. 俞紅輝,秦維銘.  特區(qū)經(jīng)濟(jì). 2014(12)



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