Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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Research on Marketing Strategy of Universal Studios and Fonte in China’s TikTok Platform

Authors
Jiahao Kong1, *
1Business and Administration, Hong Kong Metropolitan University, Hong Kong, 999077, China
*Corresponding author. Email: s1238105@hkmu.edu.hk
Corresponding Author
Jiahao Kong
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_122How to use a DOI?
Keywords
Marketing Strategy; Universal Studios; TikTok
Abstract

In the following article, the author mainly analyses the relationship between the development of the current entertainment industry and the Development of Internet platforms, especially short video platforms. And with the establishment of the United States, the first entry into the Chinese market universal Studios, Beijing. And Huaqiang Fonte Group, which is rooted in Chinese consumers. Explore the differences between their strategies and analyse them. Some are focused on making their pitches more local, while others are trying to expand their IP awareness to attract consumers. Some like to invest, invite some celebrities, KOL to their enterprise platform, and so on a lot. The author continues to explore who is more efficient, who performs better, and ultimately what is a good marketing strategy for short video platforms. The foreign brand Universal Studios has done a good job in Beijing, but this local method of Fanta is more realistic and practical.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_122How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiahao Kong
PY  - 2022
DA  - 2022/11/19
TI  - Research on Marketing Strategy of Universal Studios and Fonte in China’s TikTok Platform
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 1021
EP  - 1027
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_122
DO  - 10.2991/978-2-494069-05-3_122
ID  - Kong2022
ER  -