Theme Park Marketing Model Analysis

As a rising industry in the 21 st century,cultural creative industry has a huge potential.Cultural industry can play a very important role to economic development in a country.Theme park as an important component of cultural industry,has also been widely concerned by society.Disney theme park as a global success in the United States,after ninety years,has attracted many visitors;China dinosaur park,oct,songcheng performing arts,guangzhou chang lung also have their own unique operating characteristics in the theme park industry in China.These theme parks have unique marketing models which are worth discussing.At the same time,years experience in the process of marketing is worth studying and analyzing and the successful experience is useful for theme parks development in the future to provide advices for perfecting the marketing model.Firstly,It explains the purpose and significance of this issue,methods,content and innovation points and relevant theoretical concepts,the related CCDVTP model,blue ocean strategy theory,value chain theory,concept of the theme park in this essay,then it reviews archieves of the theme park marketing models;Next,this article respectively analyzes the Disneyland,China dinosaur park,oct,songcheng performing arts,guangzhou chang lung and other domestic and foreign theme parks marketing models;At the same time,it summarizes the present situation of most theme parks in the process of new media marketing,technology application,industry chain,brand value management and standardized service,culture and image,as well as some realistic problems and compare the problems with Disneyland,China dinosaur park,oct theme parks in the process of marketing.By aiming at these problems,combining with specific case analysis and comparative analysis,this paper focuses on using CCDVTP marketing model on theme parks in China to put forward the goal of the marketing strategy,including:innovation strategy,communication strategy,value delivery,financial profit optimization strategy.These recommendations include five aspects: increasing the application of new media technology,searching for the blue ocean market,coordinating industrial resources,creating unique industry chain,improving the brand management and communication services,improving the theme image,increasing the multicultural elements,optimizing the financial performance management.Finally it summarizes a marketing development mode suitable forChina's theme parks,to maintain and enhance the competitiveness of Chinese theme parks in the future.