Research On Theme Park Advertisement Strategy Based On The Product Life Cycle

This essay aims at finding the best tactics of advertising in theme parks. During the past 20 years theme parks have been developing in China, advertising has been an important part in the operation of theme parks. But the premise of effective advertising, in addition to an accurate understanding of market development﹑consumption behavior﹑ theme park orientation and other factors, require understanding the life cycle stage of, this essay is based on the life cycle theory to discuss the theme park advertising strategies.the premise of effective advertising is to evaluate exactly the life span of them. This essay in which a lot of advantages of advertisements and problems to be solved are presented collects a large number of information and analyzes the present situation of theme parks in China. According to the rules of Ads and market principles, it also presents the premise of theme parks'sustainable development----an overall ads. system.There are several methods used in this essay, such as: documentary research, comparative study method, and case analysis. This article is divided into six parts: I. The first part is an introduction. It aims at figuring out the background, meaning, content, methods and innovation of this essay. The second part is the description of the concept of theme parks, advertising tactics and products'life cycle. The third part is the analysis of the present situation of theme parks. The forth part is the analysis of the use in advertisements rules in different life stages. The fifth part is the practical use of the tactics mentioned above. The last part is the conclusion about the best advertising tactics in theme parks.Based on the life cycle characteristics of theme parks,theme parks could use the following advertising strategy in operation:The essay also provides an opinion that it is very important to use intensive ads to draw attention of the public. In the growth stage of theme parks, persuasive advertising can be used. In order to cultivate brand loyalty in their maturity, theme parks need to use media to publicize their advantages. According to the different principles theme parks in a recession can use two different advertising strategies: one is to choose mention style of ads to spread favorable information to the visitors; the other one is to launch a new advertising campaign to spread new product information.