Theme Park In Customer Assets And Their Profitability Study

The topic based on the theory of customer equity, and in the context of great development of Chinaese theme parks,it's need to improve the overall effectiveness and theme parks'management level. Theme Park really set a new customer-centered business philosophy of customer equity, which will be a strategic equity for customers as a business research and managemen is necessity and urgency. while the customer profitability is what the corporate concerns about hotly, It is the nature of customer equity research that create the high-profit business management, So the customer equity management and profitability will be the starting point of this paper.The purpose of this reasearch:①Guide theme parks to set up the concept of customer equity management, and truly establish a customer-centric business model. through the analysis of the internal/external environment of theme parks and empirical results of the development of the customer equity theory and theme parks.②Provide theoretical support for enhancing the value of the customer equity on the basis of customer equity theory by combining with the relationship model between theme parks building customer equity driving by their own characteristic factors and the profitability of the theme parks.③Analysis the factors that affect customer profitability, guide Theme Parks to identify the most appropriate marketing strategy and provide a reference for the management of the Theme Parks.The research methods:Combining dynamic analysis and static description, positivism and combination interpretation together, the research analyzes the result of the 516 questionnaires for the first hand material. on the basis of that, the research try to make the data accurate, reliable and scientific using the single factor analysis of variance, and structural equation model method.This process of the research:①Proposing the question:The constraints between the great development of theme parks and the lagging management of theme parks is becoming a main question of theme parks development, how to use the theory of customer equity to solve this problem;②Analyzing the question:Firstly, establishing the dimensions of theme parks'customer equity,then use the method of structure equation model to get the realation between the dimensions of theme parks'customer equity and profitability. Finally use the method of single factor analysis to obtain the conclution that the population structure features affect the customer profitability.③Solving the problem:Proposed ideas and approaches for the theme parks'customer equity management.The conclusion of this research:①The value of the equity, brand equity, maintain equity and between customers maintain profitability exist high positive correlations, between the value of equity and customers maintain profitability which is the highest correlation coefficient. Illustrates the importance of the value of equity;②Convenience is the most important factor that drives the value of the equity, brand identity is a key element to improve brand equity, the highest correlation coefficient exists between customer promotions and maintain equity;③Impact the profitability of key customers elements of customer word of mouth;④The five evaluation index of customers profitability of different gender of customers showed no significant difference; The more consumer will in different ages of customers has a significant difference; The consumer more consumer will in different monthly income customers has a significant difference; The consumer more consumer in different level of education customers has a significant difference; the consumer more consumer will in different occupations customers spend in the Millennium City has a significant difference; Different origins customer in the customer profitability of the five evaluation index showed significantly different.The innovation of this study:①firstly exploratory that research tourism enterprises from the point of customer equity management view, provides a new perspective for tourism business management study;②it focus on non-economic value from the point of measurement of profitability of customer equity,, and the establishment the relational model of drivers of customer equity and profitability;③impact the profitability of equity according to the customer the results of factor analysis, it let the enterprise management know where are the value of constraints of the business value of customer equity, to adjust business strategies in time to achieve the profit maximization of customer equity, therefore, the conclusions of this study have some practical significance.