Research On Brand Strategy Of "Wuqiao Acrobatics World" Of Folk Culture Theme Park

In recent years,China has paid more and more attention to traditional culture,folk tourism has become one of the key projects of traditional cultural industries.As an important branch of folk tourism,folk culture theme park can not only promote the traditional Chinese folk culture,but also play an important role in the reform of economic structure.Wuqiao acrobatic world,as an earlier folk culture theme park in China,is also the first theme park with acrobatic culture as its theme.After years of operation,it has a certain brand value.However,due to external and internal reasons,its brand strategy still has some problems.In the current competitive market environment,Wuqiao acrobatics world still needs to improve products brand strategy,further enhance their brand value.Taking the Wuqiao acrobatics world as the research object,this paper firstly summarizes the concepts of folk culture theme park and brand strategy.Secondly,based on the overview of the current research status of Wuqiao acrobatics world,the necessity of improving its brand is discussed.Thirdly,combined with the online and field research,the brand positioning strategy,brand product strategy,brand performance strategy and brand communication strategy were analyzed,including the brand strategy of Wuqiao acrobatics world and the initial results and problems obtained.Finally,the SWOT-PEST matrix analysis and field research results are used to analyze the internal and external environment for the brand promotion of Wuqiao acrobatics world,and then combined with the problems of Wuqiao acrobatics world,the promotion strategy of Wuqiao acrobatics world brand is proposed.