Development of a Strategy to Promote the Water Entertainment Complex "Solnechnyy Gorod" to the Market of Nearby Regions through Social Networks

The purpose of this thesis is to develop a promotion strategy for the water-entertainment complex "Solnechnyy Gorod" in the market of Shymkent, Kazakhstan, using social networks. The research is aimed at overcoming the problems associated with the lack of a wide audience faced by companies when entering a new market. The hypothesis of the study is that the implementation of a targeted promotion strategy through social networks will help to attract and retain customers, minimizing financial risks at the initial stage. The research methods include analysis of the Shymkent region in terms of its demographic and socio-cultural characteristics, study of popular social networks in the region, selection of the most suitable platforms for promotion, as well as analysis of promotion tools on the selected platforms. Additionally, conditions for legal entities on each platform are studied, a content plan is developed and the budget of the advertising campaign is calculated. The potential of the advertising strategy is evaluated using a financial model covering a year before and a year and a half after the opening of the complex, taking into account financial risk management. The main results of the study showed that the strategic use of social media, such as Instagram and Tik Tok, helps to significantly increase brand awareness and attract the target audience. The developed promotion strategy includes specific recommendations on content, frequency of publications, ways of interaction with the audience and use of targeted advertising. The contribution of this work is to provide a comprehensive strategy adapted to the peculiarities of the Shymkent region and the specifics of the entertainment industry. Practical application of the research results will allow the company "Solnechnyy Gorod" to successfully enter a new market, attracting customers and achieving financial stability. The theoretical contribution of the work is to expand knowledge about the specifics of promoting entertainment services through social networks in new regions. This study can serve as a basis for future works aimed at optimizing marketing strategies in different sectors of the entertainment industry.