Study On The Marketing Strategy Of The Chang Ying Century City Theme Park Under Cognitive Vision

With the growth of China's economic level and the increase of per capita income,the tourism and culture industry continues to meet people's growing spiritual needs.In recent years,recreational theme parks have become the first choice of most consumers,both experience and tourism.In the past two decades,the number of tourists in China's theme parks has increased dramatically.It is expected that in 2020,the overall number of tourists in China's theme parks will become the world's first,and gradually build the world's largest theme entertainment market.As the leader of theme park development in Jilin Province,Changying Century City film theme park is a combination of film and television processing and film and television production experience,as well as a leisure and entertainment tourism center aiming to meet the growing spiritual needs of the people.With the rapid development of experience economy,Changying Century City,known as the first world-class film theme in China,also represents an important part of Changying group's brand culture tourism and Changchun City's tourism culture.The experience marketing mode of entertainment park based on film culture meets people's needs in many aspects,such as leisure and entertainment,and becomes an important reference for the development of film and Television Cultural Tourism and the development of China's theme park.This paper takes Changying Century City as the research object,takes the experience marketing strategy of Changying Century City as the research content from the perspective of cognitive theory,according to the characteristics and advantages of the development of Changying Century City,how its marketing strategy should meet the cognitive needs of consumers,optimize the choice of the road suitable for its development,so as to achieve the maximum benefit of experience marketing strategy.Guided by cognitive theory and communication theory,this paper uses literature research,questionnaire,field research and user interview to explore the problems and relevant countermeasures in the experience marketing strategy of Changying century city.In order to understand the overall effect of the experience marketing strategy of Changying Century City,this paper conducts a field survey of Changying Century City,and a questionnaire survey and interview with some local residents and tourists in Changchun.The results show that the park facilities inChangying century city are of low quality and lack of novel experience;the new media channels are not valued and the communication interaction is insufficient;the theme switching cycle of amusement is long and the experience of tourists is repeated and old;the experience impression is not clear and the cognition of tourists is biased.In view of these problems,this paper puts forward solutions to optimize the quality of facilities in the park,innovate the fit point of tourists' experience,use multiple media channels to serve tourists' in-depth experience,shorten the cycle of theme switching of amusement,meet consumers' various experience needs,increase impression elements and update tourists' traditional cognition.