Study On The New Media Marketing Of Theme Parks In China

With the advent of new era of networks, the popularity of mobile clients as wellas changes in audience habits, new media, distinct from traditional media, has comeinto the public view. Featuring interactivity, immediacy, individuality andsocialization, new media has become a new marketing tool for various industries.Intellectual tourist attractions in China, which are developed with the rise ofintellectual tourism and intellectual cites, has tentatively applied networktechnologies and new media to build up brand images. Theme parks, touristdestinations noted for their particular themes, have entered into saturation period. Inthis case, how to adapt to fierce competition in market, how to position tourist sourcemarket, how to attract more audiences, and how to build brands are urgent issues totackle in the marketing of theme park. At present, though there are plenty ofresearches on the new media, few researches center on the marketing system of newmedia. Moreover, these researches rarely focus on new media marketing of themeparks and most of them are limited to one specific aspect such as internet marketingand microblog marketing.With the new media marketing of theme parks in China as the research subject,this thesis firstly reviews previous studies concerning theme parks, tourism industry,and the new media at home and abroad. Secondly, on the basis of the literature reviewand related marketing theory system, the theoretical framework of the new mediamarketing of theme parks is built and related basic concepts, marketing environment,marketing strategies, consumer behavior, market segmentation, the selection of targetmarket, marketing mix strategies, specific marketing approaches are introduced indetail. Thirdly, with the Tang Paradise in Xi’an as the objective of the case study, theauthor identify its marketing development stage, generalizes its marketing situation inthe past, and points out deficiencies of traditional media marketing throughquestionaries and online and offline information collection. Fourthly, evaluation onthe new media marketing of the Tang Paradise is conducted. From the perspective ofadvertising and marketing platform operation, network video communication effectevaluation index system and microblog marketing value evaluation index system are constructed and shortcomings of new media marketing of the Tang Paradise areconcluded through horizontal and vertical comparison analysis. Lastly, in light of theanalysis results, the author suggests to consolidate existing new media platforms oftheme parks in China and further open up new platforms such as e-commerce, App,etc. and tentatively proposes feasible promotion strategies of theme parks in Chinathrough new media.