RESEARCH ON MARKETING STRATEGY OF HARBIN ICE AND SNOW WORLD BRAND

Abstract

In recent years, ice and snow tourism has gradually been favored by people, and Harbin, as a famous city for ice and snow tourism in northern China, has gradually become a well-known brand in China's ice and snow tourism industry. After more than 20 years of development, it has achieved certain achievements in tourism brand marketing. The article takes Harbin Ice and Snow World as the research object, briefly describes the development process of Harbin Ice and Snow World, and based on this, explores the significance of strengthening brand marketing, and conducts a SWOT analysis of brand marketing, exploring strategies for strengthening brand marketing, for reference and reference only.