本文關(guān)鍵詞： 品牌個(gè)性 主題公園 內(nèi)容分析法 對(duì)應(yīng)分析法　出處：《暨南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：主題公園作為重要的旅游業(yè)態(tài),競(jìng)爭(zhēng)日趨激烈。行業(yè)競(jìng)爭(zhēng)水平和消費(fèi)者成熟度的提高,使得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)由規(guī)模擴(kuò)張、產(chǎn)品革新日趨轉(zhuǎn)向?yàn)槠放撇町惢Ｖ黝}公園作為重要的旅游目的地之一,其品牌形象和品牌個(gè)性是旅游研究關(guān)注的焦點(diǎn)之一。品牌個(gè)性作為品牌差異化主要構(gòu)件決定市場(chǎng)地位。決定品牌市場(chǎng)地位的是品牌總體上的個(gè)性,而不是產(chǎn)品間微不足道的差異。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng),建立符合游客感知的品牌個(gè)性成為主題公園維護(hù)品牌關(guān)系和提升品牌競(jìng)爭(zhēng)力的關(guān)鍵。此項(xiàng)研究根據(jù)主題行業(yè)協(xié)會(huì)排名在粵港澳地區(qū)抽取6個(gè)主題公園為研究樣本,運(yùn)用內(nèi)容分析法對(duì)樣本主題公園官方微博的內(nèi)容抽樣和“粉絲”評(píng)論內(nèi)容抽樣進(jìn)行分析,得出主題公園宣傳品牌個(gè)性特征和“粉絲”感知品牌個(gè)性特征,并運(yùn)用對(duì)應(yīng)分析法分析主題公園和“粉絲”感知的品牌個(gè)性相似性和差異性。研究結(jié)果發(fā)現(xiàn):(1)主題公園官方微博整體所表現(xiàn)出的品牌個(gè)性特征的構(gòu)成維度排序與“粉絲”感知不一致,重點(diǎn)是刺激-純真-高雅排序不同(2)主題公園突出宣傳的品牌個(gè)性特征與“粉絲”感知不一致。主題公園突出刺激、純真,“粉絲”突出純真、高雅。主題公園宣傳與“粉絲”感知品牌個(gè)性不一致可能導(dǎo)致?tīng)I(yíng)銷策略失敗,兩者一致的品牌個(gè)性有利于主題公園與“粉絲”建立良好的品牌關(guān)系,區(qū)別于競(jìng)爭(zhēng)者,提升品牌競(jìng)爭(zhēng)力。
[Abstract]:As an important tourism industry, the competition of theme park is becoming more and more intense. With the improvement of industry competition level and consumer maturity, the market competitive advantage expands from scale. Product innovation is increasingly turning to brand differentiation. Theme parks are one of the most important tourist destinations. The brand image and brand personality are the focus of tourism research. As the main component of brand differentiation, brand personality determines the market status. It is the brand personality as a whole that determines the brand market position. Not the insignificant differences between products. Facing fierce market competition. The key to maintain brand relationship and enhance brand competitiveness of theme parks is to establish brand personality that conforms to tourists' perception. This study selected 6 theme parks in Guangdong, Hong Kong and Macao according to the ranking of theme industry association. . The content analysis method is used to analyze the content sampling of the sample theme park official Weibo and the "fan" comment content sampling, and the conclusion is drawn that the theme park propagandizes the brand personality characteristic and "fan" perceives the brand personality characteristic. The similarity and difference of brand personality between theme park and "fan" were analyzed by correspondence analysis. The official theme park official Weibo as a whole showed the brand personality characteristics of the composition of the dimension ranking and "fans" perception is not consistent. The emphasis is on stimulating-pure-elegant ranking different types of brand personality characteristics of the theme park outstanding publicity and "fan" perception does not agree. Theme park highlight stimulation, innocence, "fan" highlight pure. The difference between theme park publicity and "fan" perception of brand personality may lead to the failure of marketing strategy. The consistent brand personality is conducive to the establishment of a good brand relationship between theme park and "fan". Different from competitors, enhance brand competitiveness.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F592

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