大型实景山水演艺项目'寻梦·龙虎山'的品牌营销探析

摘要

文章主要以江西实景山水演艺项目"寻梦·龙虎山"为研究对象, 从品牌营销的视角, 既对其品牌定位、品牌形象、品牌推广等优势进行了分析, 也对其不足展开了阐述, 并提出加强品牌内容创新、加快衍生品与周边产业开发等相应的对策, 进而阐明品牌营销在大型实景演艺中的影响和作用.%The article mainly takes the real scenery and landscape performing arts project of Jiangxi as the research object, from the angle of brand marketing, this paper analyzes the advantages of brand positioning, brand image and brand promotion, and expounds its insufficiency, and puts forward some corresponding countermeasures to strengthen the innovation of brand content and speed up the development of derivative products and surrounding industries, Furthermore, the influence and function of brand marketing on large-scale live performance are explained.