基于产品生命周期理论的主题公园广告策略分析-advertising strategy analysis of theme parks based on product life cycle theory.docxVIP

AbstractThisessayaimsatfindingthebesttacticsofadvertisinginthemeparks.During thepast20yearsthemeparkshavebeendevelopinginChina,advertisinghasbeenan important part in the operation of theme parks. But the premise of effectiveadvertising, in addition to an accurate understanding of market development﹑consumptionbehavior﹑themeparkorientationandotherfactors,require understandingthelifecyclestageof,thisessayisbasedonthelifecycletheoryto discussthethemeparkadvertisingstrategies.thepremiseofeffectiveadvertisingisto evaluateexactlythelifespanofthem.Thisessayinwhichalotofadvantagesof advertisementsandproblemstobesolvedarepresentedcollectsalargenumberof informationandanalyzesthepresentsituationofthemeparksinChina.AccordingtotherulesofAdsandmarketprinciples,italsopresentsthepremiseofthemeparks’ sustainabledevelopment----an overall ads. system.Thereareseveralmethodsusedinthisessay,suchas:documentaryresearch, comparativestudymethod,andcaseanalysis.Thisarticleisdividedintosixparts:I. Thefirstpartisanintroduction.Itaimsatfiguringoutthebackground,meaning, content,methodsandinnovationofthisessay.Thesecondpartisthedescriptionof theconceptofthemeparks,advertisingtacticsandproducts’lifecycle.Thethirdpart istheanalysisofthepresentsituationofthemeparks.Theforthpartistheanalysisof theuseinadvertisementsrulesindifferentlifestages.Thefifthpartisthepractical useofthetacticsmentionedabove.Thelastpartistheconclusionaboutthebest advertisingtactics in theme parks.Basedonthelifecyclecharacteristicsofthemeparks，themeparkscouldusethefollowingadvertisingstrategyin operation：Theessayalso providesan opinion that it isveryimportanttouseintensiveadstodrawattentionofthepublic.Inthegrowth stageofthemeparks,persuasiveadvertisingcanbeused.Inordertocultivatebrand loyaltyintheirmaturity,themeparksneedtousemediatopublicizetheiradvantages. Accordingtothedifferentprinciplesthemeparksinarecessioncanusetwodifferent advertisingstrategies:oneistochoosementionstyleofadstospread favorableinformationtothevisitors;theot