芜湖方特欢乐世界品牌经营现状及对策研究

Research on Present Situation and Countermeasures of Brand Management in Wuhu Fantawild

动漫和科技相结合的第四代主题公园已兴起,塑造长期旺盛的品牌生命力是摆在每个主题公园面前最现实的问题。芜湖方特欢乐世界拥有广阔的市场前景,但游客接待量有所减少、游客重游率低,主要原因有产品特征不鲜明、主题融合度欠缺、品牌价值链不完整、营销组合策略不足等。今后芜湖方特应该重点解决创新动漫产品、强化品牌内涵和定位、构建主题化园区等方面的问题,并在价格、分销、推广方面优化组合策略,以增强芜湖方特品牌的生命力。

The fourth generation of theme parks with the combination of Animation and technology has arisen,but how to shape the long -term vitality exuberant brand is the most realistic problem placed in front of each theme park. Wuhu Fantawild has broad market prospects, but it also has many problems, such as unclear product characteristics, lack of alignment, incomplete chain of brand value, and insufficient marketing strategy, and so on, which directly resuh in its decreasing number of visitors and lower tourist revisit rate. To enhance the vitality of the brand in the future, Fantawild should focus on innovation of animation products, strengthen the brand connota- tion and positioning, build a theme park, and optimize itself in terms of price, distribution, and promotion strategy.