An Analysis Of The Advertising Strategies Of Theme Park In New Media Era

New media became the most popular advertising and marketing platform in various fields in recent years for the characteristics of intelligence, wide coverage,high convenience and strong diffusion. In 2014, with the rise of smart cities and construction of tourism image, domestic tourism industry tried to build up intelligentized scenic spot, many tourist enterprises and brand gradually began to realize the advantages of new media platforms, trying to alter the advertising landscape and scrambling to adopt new media to brand marketing.Based on the theories of communication and advertising, this paper analyzes advertising media strategies of Chinese theme parks in new media era through research methods such as literature analysis, case study, content analysis, field survey and questionnaire. This paper first analyzes the relevant literature on theme park,tourism, new media and new media advertising and summarizes the current situation and development conditions of the relevant researches at home. The research significance and innovative points are also proposed. Secondly, the developmental situation of Chinese theme park is analyzed and the features and concepts of the background of new media are discussed. This paper also studies the new revolution of advertising activities under such background and the dilemma of the application of traditional under new media context. It is pointed out that the advertising model of theme park industry has to develop based on the new media context, changing advertising strategies and ideas, innovating advertising methods and pursuing accelerated development of brand under new media context. Taking Chimelong vacation industry,Chinese theme park with comprehensiveness and representativeness as an example and through questionnaires as well as online and offline information collection, this paper analyzes its advertising strategies based on channels and evaluate its advertising effect. Finally, by analyzing the advertising strategies of Chimelong vacation industry, some suggestions on the advertising strategies of theme park in new media era are proposed, such as making use of big data and native advertising, integrating traditional and new media and developing digital business platform.