郑州方特品牌推广策略研究（英文）

发布时间：2021-02-11 11:11

　　近些年来国内外主题公园投资建设逐渐增多,郑州方特面临着企业盈利较少的情况。文章从郑州方特的品牌推广方面入手,运用SWOT分析法了解郑州方特的现状。针对其存在的定位不清晰、广告同质化、单一品牌IP、促销推广不全面等问题提出一定的推广策略。 

【文章来源】：中阿科技论坛(中英阿文). 2020,(05)

【文章页数】：2 页

【文章目录】：
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


【参考文献】：
期刊论文
[1]“互联网+”背景下企业品牌推广模式创新研究[J]. 韩轶强.  商业经济. 2016(10)
[2]营销品牌推广与广告策略方法研究[J]. 俞红辉,秦维铭.  特区经济. 2014(12)



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