Research On Brand Marketing Strategy Of Theme Park

According to the theory of economic development, when a city or a region’s per capital gross national product (GDP) is more than3000U.S. dollars, tourism and leisure will become a mainstream lifestyle and morphology. And when we turned to look at China, it is not difficult to find that China’s per capital GDP has more than5000U.S. dollars (2011data) In this regard, China has already entered such a period. The tourism industry is a general consensus that the future development of tourism may form, theme park-type of travel will be one of the major trends. So, how to grasp a new round of development opportunities in foreign theme parks has been developed in the context of mature after looking for a theme park in China leaps and bounds path model and strategy, will become a field of theoretical study and practical operation major problems.In this study, inventory combing the literature on the basis of the domestic and international theme park brand marketing practice and theory, the theoretical framework and theoretical resources trying to import brand marketing, in-depth to explore the Chinese and foreign theme park in the positioning strategy, the performance of the similarities and differences in strategy and communication strategy,brand the core elements of the force difference, that the theme park in China brand marketing mode may refer to recommendations based on this analysis of the two levels.The study found that Chinese and foreign theme park in the brand positioning are factual basis and functional characteristics of the main foreign theme park, however, pay more attention to high-impact existing core resources, combined with functional benefits and emotional appeal to determine the market positioning of its brandand differentiated presentation cf, domestic theme park located in the single functional. Brand performance in terms of the foreign theme park focused on the visual recognition system Zheng dissemination and emotional style into the more simple rendering of purely functional and material interests. In terms of brand communication, more domestic theme parks ignore the internal brand building, which happens to be the foreign attaches great importance to the theme park of foreign theme park advertising; external communication, brand image advertising, focusing on the emotional elements and hiddensexual integration into the theme park in China more to stay on the level of product advertising, more performance for pulling the functional demands of the current market passenger. In essence, to domestic and international theme park brand strategy differences in fundamental differences reflect the operational concept. Therefore, for the operational side of the theme park in China, to achieve the upgrading and transformation of the brand strategy, first and foremost is that the marketing concept, the brand concept and operation of the concept of change, from product marketing to brand marketing, from the rigid demands of cultural demands, sightseeing to experience interactive from the debris transmission to the integration of communication. At the operational level, to achieve the refinement of target-based management strategy formulation and implementation.