本文選題：主題公園 + 品牌文化�。� 參考：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】： 主題公園是現(xiàn)代旅游業(yè)中成長(zhǎng)較快的一種現(xiàn)代旅游資源,被世界旅游組織稱為當(dāng)前乃至未來(lái)世界旅游發(fā)展的三大趨勢(shì)之一,是后工業(yè)時(shí)代發(fā)展起來(lái)的一項(xiàng)綜合性旅游項(xiàng)目。作為一種新的旅游吸引物,主題公園以其特有的主題文化將科學(xué)技術(shù)、娛樂(lè)內(nèi)容、休閑要素和服務(wù)接待設(shè)施融于一體。 1989年,我國(guó)第一個(gè)真正意義上的主題公園深圳“錦繡中華”問(wèn)世。短短十多年,主題公園在我國(guó)迅速得以發(fā)展。但我國(guó)主題公園良莠不齊,除了深圳、江蘇、浙江等地的主題公園處于良性經(jīng)營(yíng)狀態(tài)外,大多數(shù)的公園經(jīng)營(yíng)情況不好。尤其在主題公園市場(chǎng)競(jìng)爭(zhēng)日益激烈、產(chǎn)品同質(zhì)化現(xiàn)象日趨明顯的今天,主題公園在產(chǎn)品的質(zhì)量、功能和價(jià)格等方面制造差異來(lái)形成核心競(jìng)爭(zhēng)優(yōu)勢(shì)越來(lái)越困難,導(dǎo)致大量的主題公園經(jīng)營(yíng)慘淡。據(jù)不完全統(tǒng)計(jì),全國(guó)建成的主題公園有2000多個(gè)家,投入的資金近1500億元,整個(gè)產(chǎn)業(yè)的經(jīng)營(yíng)狀況處于70%虧損,20%勉強(qiáng)維持,只有10%能夠盈利的格局。 面對(duì)我國(guó)主題公園的發(fā)展現(xiàn)狀,筆者認(rèn)為實(shí)行品牌化的發(fā)展戰(zhàn)略,可以幫助主題公園擺脫目前的困境,逐步擴(kuò)大規(guī)模和實(shí)力,參與旅游市場(chǎng)的競(jìng)爭(zhēng)。而實(shí)行品牌化經(jīng)營(yíng)的關(guān)鍵就是實(shí)施品牌文化策略。品牌文化蘊(yùn)涵著品牌超越物質(zhì)功能屬性的價(jià)值理念、品位、情趣、情感抒發(fā)等精神元素,可以賦予品牌獨(dú)特的內(nèi)涵和個(gè)性,是品牌觸動(dòng)消費(fèi)者心靈的關(guān)鍵所在。品牌文化一旦形成,并與消費(fèi)者的意識(shí)形態(tài)和價(jià)值觀念達(dá)成一致、產(chǎn)生共鳴,得到消費(fèi)者的信任與肯定,就會(huì)形成顧客忠誠(chéng)。品牌文化在滿足消費(fèi)者物質(zhì)需求以外的精神和情感需求的同時(shí),使品牌形成了獨(dú)特的競(jìng)爭(zhēng)優(yōu)勢(shì)。主題公園品牌文化就是通過(guò)賦予品牌深刻而豐富的文化內(nèi)涵,將鮮明的品牌核心價(jià)值有效地傳遞給消費(fèi)者,形成消費(fèi)者對(duì)品牌在精神上的高度認(rèn)同,進(jìn)而占領(lǐng)消費(fèi)者的心智,創(chuàng)造品牌信仰,最終形成強(qiáng)烈的品牌忠誠(chéng)。擁有品牌忠誠(chéng)就可以贏得顧客忠誠(chéng),贏得穩(wěn)定的市場(chǎng)�？梢哉f(shuō),未來(lái)主題公園的競(jìng)爭(zhēng)是品牌的競(jìng)爭(zhēng),更是品牌文化的競(jìng)爭(zhēng),培育獨(dú)具個(gè)性的品牌文化是保持主題公園品牌經(jīng)久不衰的必由之路。 本文共分為四個(gè)部分: 第一部分緒論,主要闡述了本文的研究背景和意義、相關(guān)文獻(xiàn)綜述、研究思路和框架以及研究方法。我國(guó)主題公園處于競(jìng)爭(zhēng)激烈、同質(zhì)化現(xiàn)象嚴(yán)重的環(huán)境中,大量主題公園經(jīng)營(yíng)慘淡,生存和發(fā)展受到威脅。面對(duì)這種情況,主題公園可以實(shí)施品牌化的發(fā)展戰(zhàn)略擺脫困境,而實(shí)施品牌化經(jīng)營(yíng)的關(guān)鍵就是實(shí)施品牌文化策略。品牌文化可以賦予主題公園品牌獨(dú)特的文化內(nèi)涵和個(gè)性,同時(shí),品牌文化又能滿足消費(fèi)者物質(zhì)需求以外的精神文化需求,是吸引消費(fèi)者選擇某一主題公園品牌的關(guān)鍵所在。因此,實(shí)施品牌文化策略可以使主題公園形成獨(dú)特的競(jìng)爭(zhēng)優(yōu)勢(shì)。目前我國(guó)主題公園的研究從品牌文化角度進(jìn)行的系統(tǒng)研究很少,本文采用文獻(xiàn)研究和案例分析相結(jié)合的方法,從品牌文化構(gòu)建的角度對(duì)我國(guó)主題公園進(jìn)行研究。 第二部分對(duì)主題公園品牌文化的一般理論作了比較全面的概述,在品牌文化的定義為基礎(chǔ)上,分別對(duì)主題公園品牌文化的內(nèi)涵、特征、功能和構(gòu)建路徑進(jìn)行了詳細(xì)的闡述。我國(guó)有關(guān)品牌文化的定義很多,本文把品牌文化理解為凝結(jié)在品牌中的被目標(biāo)消費(fèi)群認(rèn)可和接受的價(jià)值觀念的總和,主題公園品牌文化就是指凝結(jié)在主題公園品牌中的被目標(biāo)消費(fèi)群認(rèn)可和接受的價(jià)值觀念的總和�？梢钥闯�,本文中的品牌文化是抽象的精神元素,它的構(gòu)成要素是一系列的價(jià)值觀念,并且代表了企業(yè)和目標(biāo)消費(fèi)群共同的價(jià)值觀念。在前人有關(guān)品牌文化研究的基礎(chǔ)上,本文提出主題公園品牌文化構(gòu)建的路徑主要包括品牌核心價(jià)值提煉、品牌文化物化、品牌文化物化、品牌文化傳播和反饋?zhàn)饔盟膫�(gè)步驟。 第三部分是本文的核心,首先分析了我國(guó)主題公園品牌文化發(fā)展現(xiàn)狀與存在問(wèn)題,再以深圳歡樂(lè)谷為例,總結(jié)其品牌文化構(gòu)建中的成功經(jīng)驗(yàn),為我國(guó)主題公園品牌文化構(gòu)建提供參考和借鑒。我國(guó)主題公園品牌文化的發(fā)展主要在認(rèn)識(shí)上和操作上存在很多問(wèn)題。但我國(guó)也有成功的例子,深圳歡樂(lè)谷就是一個(gè)典范。通過(guò)對(duì)深圳歡樂(lè)谷的分析,發(fā)現(xiàn)他們?cè)谄放坪诵膬r(jià)值提煉、品牌文化物化和品牌文化傳播這三個(gè)環(huán)節(jié)上做得很好:歡樂(lè)谷的品牌核心價(jià)值是圍繞情感屬性和個(gè)性形象兩個(gè)屬性提煉的;通過(guò)設(shè)計(jì)品牌VI系統(tǒng)實(shí)現(xiàn)了品牌文化的物化;利用廣告宣傳、事件營(yíng)銷、服務(wù)接觸、口碑傳播和品牌連鎖等方式對(duì)品牌文化進(jìn)行整合傳播。該部分從這三個(gè)關(guān)鍵因素對(duì)歡樂(lè)谷的具體策略進(jìn)行了深入探討,并總結(jié)得出經(jīng)驗(yàn)。 論文最后一部分對(duì)我國(guó)主題公園品牌文化構(gòu)建做了進(jìn)一步的思考。在對(duì)我國(guó)主題公園品牌文化發(fā)展現(xiàn)狀和深圳歡樂(lè)谷品牌文化構(gòu)建的三個(gè)關(guān)鍵因素進(jìn)行分析的基礎(chǔ)上,為了使品牌核心價(jià)值的提煉、品牌文化物化和品牌文化傳播達(dá)到更好的效果,本文又從正確把握品牌核心價(jià)值相對(duì)穩(wěn)定與發(fā)展的關(guān)系、加強(qiáng)品牌文化的內(nèi)部培訓(xùn)和教育、保持品牌視覺(jué)識(shí)別系統(tǒng)的穩(wěn)定性三個(gè)方面對(duì)我國(guó)主題公園品牌文化的構(gòu)建做了進(jìn)一步的探索與思考。這三個(gè)方面在主題公園品牌文化的構(gòu)建中可以起到支持和推動(dòng)的作用。 本文的創(chuàng)新主要體現(xiàn)在研究角度和研究方法兩方面: 在研究角度上,嘗試從品牌文化構(gòu)建的角度對(duì)主題公園進(jìn)行研究,并通過(guò)對(duì)成功案例的分析,總結(jié)得出我國(guó)主題公園品牌文化構(gòu)建的關(guān)鍵因素,以及具體的操作方法和注意事項(xiàng),使得研究具有針對(duì)性和可操作性。 在研究方法上,嘗試將品牌文化的相關(guān)理論結(jié)合個(gè)別特征分析的方法運(yùn)用到我國(guó)主題公園品牌文化構(gòu)建的研究上。本文在品牌文化基本理論的基礎(chǔ)上,結(jié)合主題公園品牌的特點(diǎn),分析了主題公園品牌文化的一般理論,并提出了主題公園品牌文化構(gòu)建的路徑。
[Abstract]:The theme park is a modern tourism resource in the modern tourism industry. It is one of the three major trends of the world tourism development, which is known by the World Tourism Organization as one of the current and future world tourism development. It is a comprehensive tourism project developed in the post industrial era. As a new tourist attraction, the theme park is the subject of its unique theme culture. Learning technology, entertainment content, leisure elements and service reception facilities are integrated into one.
In 1989, China's first real theme park, Shenzhen "Splendid China" came out. In the short more than 10 years, the theme park developed rapidly in China. However, the theme parks in China are not good and bad, except for the benign operation state of the theme parks in Shenzhen, Jiangsu, Zhejiang and other places, most of the parks are not well managed. With the increasingly fierce competition in the question park market and the increasingly obvious product homogeneity, the theme park is becoming more and more difficult to form the core competitive advantage in the quality, function and price of the product, which leads to the dismal operation of a large number of theme parks. According to incomplete statistics, there are more than 2000 home built theme parks in China. Nearly 150 billion yuan of funds, the entire industry's operating conditions in 70% loss, 20% barely maintained, only 10% of the profit pattern.
Facing the present situation of the development of the theme parks in China, the author believes that the implementation of the brand development strategy can help the theme park get rid of the current predicament, gradually expand its scale and strength and participate in the competition of the tourism market. The key to the brand management is to implement the brand culture strategy. The spiritual elements such as sex value concept, taste, interest and emotional expression can give brand unique connotation and personality, which is the key to brand touching the mind of consumers. Once the brand culture is formed, it is consistent with the ideology and values of the consumer, resonates, and the consumer's trust and affirmation will form a customer. Brand culture, while satisfying the spiritual and emotional needs other than the material needs of consumers, makes the brand a unique competitive advantage. The brand culture of the theme park is through giving a profound and rich cultural connotation to the brand, which will pass the distinctive core value of the brand to the consumer effectively, and form the spirit of the brand in the spirit of the consumer. A high degree of identity, then occupy the mind of the consumer, create brand belief, and eventually form a strong brand loyalty. With brand loyalty, it can win customer loyalty and win a stable market. In the future, the competition of the theme park is brand competition, the brand culture competition, and the cultivation of the unique brand culture. The only way for the theme park brand to be enduring.
This article is divided into four parts:
The first part is the introduction, which mainly expounds the background and significance of the research, the literature review, the research ideas, the framework and the research methods. In the environment of fierce competition and homogenization, a large number of theme parks are dismal, and the survival and development of theme parks are threatened. In this case, the theme park can be implemented. The key to brand development is to get rid of the dilemma, and the key to the implementation of brand management is to implement the brand culture strategy. The brand culture can give the theme park brand unique cultural connotation and personality. At the same time, the brand culture can meet the spiritual and cultural needs other than the consumer's material demand. It is to attract consumers to choose a theme park product. Therefore, the implementation of brand culture strategy can make the theme park a unique competitive advantage. At present, the research of the theme park in China is seldom studied from the point of view of brand culture. In this paper, a combination of literature research and case analysis is adopted to study the theme park of China from the perspective of brand culture construction. Study.
The second part makes a comprehensive overview of the general theory of the brand culture of the theme park. On the basis of the definition of the brand culture, the connotation, characteristics, function and construction path of the brand culture of the theme park are elaborated in detail. The brand culture of the theme park refers to the sum of the values accepted and accepted by the target consumer group in the theme park brand. It can be seen that the brand culture in this article is an abstract spiritual element, and its components are a series of values, On the basis of previous research on brand culture, the path of the theme park brand culture construction mainly includes four steps: brand core value extraction, brand culture materialization, brand culture materialization, brand culture communication and feedback effect.
The third part is the core of this article. First, it analyzes the current situation and existing problems of the brand culture of the theme park in China, and then, taking the Happy Valley of Shenzhen as an example, summarizes the successful experience in the construction of its brand culture, and provides reference and reference for the construction of the brand culture of the theme park in China. There are many problems in operation, but there are also successful examples in our country. The Happy Valley in Shenzhen is a model. Through the analysis of the Shenzhen Happy Valley, it is found that they do well in the three links of the core value extraction, the brand culture materialization and the brand culture dissemination. The core value of Happy Valley is centered around the emotional property and personality. The image of the two attributes is refined; the brand culture is materialized through the design of brand VI system, and the brand culture is integrated and spread by means of advertising, event marketing, service contact, word of mouth communication and brand chain. This part discusses the specific strategies of the Happy Valley from these three key factors and concludes the conclusion. Experience.
The last part of the paper makes a further reflection on the construction of the brand culture of the theme park in China. On the basis of the analysis of the three key factors of the development of the brand culture of the theme park and the construction of the Happy Valley brand culture in Shenzhen, in order to make the core value of the brand refined, the brand culture materialized and the brand culture spread to reach the point. Better effect, this paper further explores and Ponder on the construction of brand culture in China's theme park from three aspects: the relationship between the relative stability and development of the brand core value, the internal training and education of brand culture, and the stability of the brand vision recognition system. These three aspects are in the theme park brand. The construction of culture can play a supporting and promoting role.
The innovation of this paper is mainly reflected in two aspects: research angle and research method.
On the research point of view, this paper tries to study the theme park from the perspective of brand culture construction, and through the analysis of the successful cases, the key factors of the construction of the brand culture of the theme park in China, and the specific operation methods and matters of attention are concluded, which make the research have the sex and maneuverability.
On the basis of the basic theory of brand culture and the characteristics of the theme park brand, this paper analyzes the general theory of the theme park brand culture on the basis of the basic theory of brand culture, and puts forward the theme park. The path of brand culture construction.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F592

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5 陳v，

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