Analysis On The Theme's Communication For Domestic Theme Park Brand From The Perspective Of Transmedia Storytelling

Stories with attractive themes and special experiences are two important elements for the development of theme parks.Besides entertainment services,theme parks also need to satisfy consumers with emotional value identification.With the perspective of communication,theme can enrich and spread the brand image of theme parks in some ways,injecting cultural connotation as well as bringing new impetus.This article explores and analyzes the application of transmedia storytelling in theme park brand theme communication from the perspective of theory and practice.In the research process,the methods of literature analysis,questionnaire survey,case analysis and comparative research are mainly used.Chapter 1,three points of transmedia storytelling will be used: storytelling,transmedia franchise and audience's participation.With reference to domestic and foreign literature,the concept of transmedia storytelling and its research field are explained.At the same time,it analyzes the meaning and development of theme parks and theme park theme communication from the perspective of brands.In this process,combining the characteristics in the development of the theme park brand theme,the internal relationship between transmedia storytelling and the theme communication will be analyzed.Chapter 2,analysis,comparative research and questionnaire survey methods will be used to investigate and analyze.Besides,reflection of the core points of transmedia storytelling in theme communication from the perspective of the creation and dissemination of theme stories will be examined.Based on which,application status of transmedia storytelling in domestic theme park brand is obtained.Chapter 3,taking Disneyland,Huaqiang Group theme parks(Fantawild,Fantawild Kingdom,etc.),Happy Valley and other theme park brands as examples.Comparisons of the domestic theme parks theme are made from a transmedia storytelling point of view,as well as the selection and cooperation of stories,media,transmedia communication of theme stories,as well as the experience and deficiencies in the process of attracting consumers to participate.Chapter 4,the conclusion part proposes to create a "theme world" to show the characteristics of the theme story,and multi-media chain,transmedia to spread the theme story,multi-channel to build the theme scene,use "games" to drive consumers to participate in transmedia experience,and achieve the theme The sense of experience of the park brand,etc.Strategy that combines communication and experience,thereby expanding the influence of the theme park brand and promoting the spread of the brand image.Finally,from the perspective of innovation,this article combined with the theoretical content of transmedia storytelling,and put forward strategic suggestions on the development of theme park brand theme communication.There is to be some exploration and improvement in the current theme park brand research field,which need further application and improvement in future research and practice.