| In recent years,China's theme park construction has been unprecedentedly popular,meanwhile,international brand theme parks introduced themselves to China,aggravating the fierce competition of China's theme park market.China's theme park has reached the time to integrate its industries as a result of fierce competition,what is more,homogenization and increasingly serious short life cycle caused by China-owned brand shortage.In addition,the Chinese academic circles reside currently in the initial stage of exploration with little harvest on the theme park brand.Therefore,the research on the development of China's theme park brand from the perspective of industrial chain would provide a direction for the future development of China's theme park.This thesis is divided into seven chapters.The chapter one is Introduction which mainly discusses the research background,the research significance,the research method and the research frame of the paper.The second chapter is theme park brand development theory and the present situation which reviews the theoretical basis of the industrial chain and brand development and expounds the relationship between the brand development and the industrial chain of the theme park.It analyzes the present situation of the brand development of the theme park in China,the theme park brand,the construction and analysis of the development system laid the theoretical and practical basis.Chapter three is theme park brand industry chain development model.This chapter is divided into three sections;the first section is the theme park brand development content resource base,the section,from the characteristics of resource-based and creative lead-type two types of resources,analyzes the theme park brand development content resource base;the second section is the theme park brand culture content production which analyzes the theme park brand culture content products of the two main production methods including the original mode of production and reproduction of the production mode;section three is theme park brand product marketing,the section,from the theme park brand product positioning,brand product performance and brand product dissemination,analyses the theme park brand product marketing.Chapter four is theme park brand extension of the industrialchain which is divided into two sections;the first section analyzes the necessity of the extension of the industrial chain of the theme park brand;the second section analyzes the extension of the integration of the brand industry chain and the diversification of the brand industry chain the way.Chapter five is the theme park brand industry chain in the management of brand property rights,the chapter analyzes in detail the theme park brand development later brand industry chain brand management issues that the theme park intellectual property protection in first section,the theme Park brand licensing and brand chain in the second section.The chapter six is the problems and strategies of brand development in theme parks in China from the Perspective of Industrial Chain.This part analyzes and summarizes the problems and strategies of brand development of theme parks in China,and provides a useful reference for the healthy development of our theme parks in China.Chapter seven is conclusion and prospect which summarizes the research conclusion,innovation of the paper,the research limitations and prospects. |
