浅析国内外主题公园的营销策略商务英语.docx
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浅析国内外主题公园的营销策略商务英语.docx
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浅析国内外主题公园的营销策略商务英语
题目:
AnalysisontheMarketingStrategyofThemeParksatHomeandAbroad
浅析国内外主题公园的营销策略
ABSTRACT
Thethemeentertainmentparkadoptsvariousformsofexpressionssuchascultureandtechnologytosetentertainmentcontentandentertainmentaccordingtospecificthemes.Itisaplaceformodernexperienceandeconomictourism.Overthepasttwodecades,Chinesethemeparkshavedevelopedrapidlyintwistsandturnsandcompetition.Throughthereviewofthedevelopmenthistoryofthemeparks,thispapermakesanin-depthanalysisofthedevelopmentandstatusquoofseveralmajorthemeentertainmentparksathomeandabroad,andconductsadetailedcomparativestudyonthemarketingstrategiesofdomesticandforeignparks,especiallytheUSDisneyandShenzhenOverseasChineseTown.Themainexperienceofthesuccessofthetwothemeparks,throughcomparativeanalysis,referstothemainproblemsinthedevelopmentofthethemeparksinChina.TheauthorbelievesthatthemeparksshoulddevelopinChinainahealthyway.Theyshouldbemarket-orientedandfullymarket-oriented.Focusonproductdesign,useChina'srichhistoryandtheadvantagesofmanynationalculturestocreateathemewithChinesecharacteristics;advocateintegrationThemarketingmodelfocusesontheconceptoffullservice;exploresmarketspacewithadiversifiedprofitmodel.
Keywords:
domesticandforeign;themepark;marketingstrategy
Contents
.Introduction
A.TheHistoryofThemepark
B.ClassificationofThemepark
.LiteratureReview
.ComparativeAnalysis
A.TheManagementstatusofthemeParksindevelopedcountries
B.ThepresentsituationofthemeParkManagementinChina
C.Majorthemeparksindevelopedcountries
D.Majorthemeparksinchina
E.ThedifferenceofMarketingModebetweenthemeParkandconventionalPark
F.MarketingStrategiesofForeignthemeParks
G.MarketingStrategiesofdomesticthemeParks
H.ComparisonofMarketingStrategiesofthemeParksatHomeandAbroad
1.Product
2.Price
3.Place
4.Promotion
I.ProblemsExistingintheDevelopmentofThemeParkinChina
J.DevelopmentExperienceandReferenceofThemeParkatAbroad
.Conclusion
.Introduction
A.TheHistoryofThemepark
TheoriginsofthethemeparkcanbetracedbacktotheMiddleAges.AfungardenforrecreationisontheoutskirtsofmajorEuropeancities,anda1583fungardensiteispreservedinnorthernDenmark.Attheendofthe19thcentury,thegrowthoftheindustryshiftedtotheUnitedStates.Urbanizationdevelopedthetramcompany.Theutilitycompanychargedafixedfeefortheelectricityusedbythetramcompany.Therefore,inordertostimulatetheriderateofthetramweekend,thetramcompanyisattheendofthetramline.Theamusementparkwasbuilt,initiallywithsimplepicnicfacilities,dancehalls,restaurantsandhorsebackridingonthebanksofthelake.TheseparksquicklygainedsuccessandwerepopularintheUnitedStates.
In1893,attheColumbiaFairinChicago,therewasthemiddleoftheFerriswheelandentertainment,andtheamusementparkentereditsgoldenage.Thefollowingyear,PaulBoydtonbuilttheworld'sfirstmodernamusementparkinChicago:
thePaulBoytonWaterslide.Unliketheoriginaltrampark,thewaterslideisthefirstamusementparktobuyticketsandusetheslideasitsmainactivity.Inthenextthreedecades,theamusementparkindustryhasgrowndramatically,andby1919thereweremorethan1,500amusementparksintheUnitedStates.Bythe1950s,television,urbanrecession,theabolitionofapartheidandsuburbandevelopment,andthepublic'sshifttootherentertainmentdirectionshaveonceagainbroughttheagingurbanamusementparkindustryintotrouble.Whatisneededatthistimeisanewconcept,thenewconceptisDisney.
WaltDisneyParkwasfoundedin1955.Disneyisdifferentfromthemiddleofentertainment.Disneyhasfivecompletelydifferentthemes,providingvisitorswithdifferentplacesanderasoftravelillusions.Theconceptof“themepark”wasborn.Priortothis,therewerealsosomeamusementparksandcarnivalparks,butfromtheperspectiveofthethemeandexperience,Disneywasthefirstrealthemepark.Disneyimmediatelyachievedgreatsuccess,andthethemeparkerawasborn.Intheyearsthatfollowed,manyparkstriedtoreplicateDisneybutdidnotsucceeduntil1961,whentheSixFlagsofTexasamusementparkopened,markingthesuccessofanotherthemepark.Inthe1960sand1970s,themeparkswerebuiltinmanymajorcitiesacrosstheUnitedStates.Inthefaceofcompetitionandurbanrecession,manyoldtraditionalamusementparkscontinuetocollapse.Bythe1980s,themeparksbegantospreadaroundtheworld.Today,thethemeparkisaglobalindustry,andinmanydevelopingcountries,peoplealsoexperiencethejoyofamusementforthefirsttime.Theestablishedthemeparksarealsocontinuingtodevelopnewprojectswithnewtechnologies.
B.ClassificationofThemepark
Therearemanyclassificationmethodsdependingontheperspectiveofthedivision.
DongGuanzhiclassifiedthethemeparksfrom10differentperspectives:
1.Accordingtothelocationofthetourismthemepark;2.Accordingtothemainfunctionsofthetourismthemepark;3.Accordingtothegardeningprincipleofthetourismthemepark4.Accordingtotheexpressionformofthetourismthemepark;5,accordingtothethemecontentofthetourismthemepark;6,accordingtothescaleofthetourismthemepark;7,accordingtotheinvestmentnatureofthetourismthemepark;Accordingtothesourcemarketoftourismthemeparks;9,accordingtothemanagementmodeoftourismthemeparks;10,accordingtothehigh-techcontentoftourismthemeparks.
ZhaoLimingandothermainthemeparksaredividedintothefollowingfourcategories:
1,culturalandeducationalparks,2,open-airentertainmentparks,3,themeparks,4,waterthemeparks.
Othersaredividedintothefollowingcategories,whichcanberoughlydividedintothefollowingsixcategories:
folkcustoms,naturalecology,futuretechnology,historicalculture,micro-landscape,andleisureandleisure.Forexample,theinsect-themedinsectparkinWashington,DC,andtheButterflyParkinColombo,SriLanka,thenaturallandscape-themedSwisslandscapeoftheNerjihanMountainSnowPark,theAustrianarchitecturalparkwiththethemeofminiaturearchitectureandBeijingWorldPark.
Itcanalsobedividedbysize.Largeparksanddestinationparkswithmorethan5millionvisitorsayear.Thetouristmarketisanationalmarketandaninternationalmarket.Thethemeisdistinctorhasmanypartsthatconstitutethemainbrandattraction.TherearecomfortabletouristaccommodationswithaninvestmentofUSD1billion.SuchasDisneyPark,UniversalStudios,etc.;regionalthemeparks,withanannualnumberofvisitorsrangingfrom1.5millionto3.5million,withacertainthemeoftherouteandperformance,withpotentialbrands,thetouristmarketfortheprovincialmarketandneighboringprovinces,investingabout200millionUSdollars,suchasSanDiegoSeaWorld,HongKongOceanPark,BeijingWorldPark,etc.;amusementpark,theannualnumberoftouristsismorethan1milliontomorethan2milliontimes,locatedaroundthecity,thetouristmarketisthecity,limitedbrandAndthetheme,investing80millionto100millionUSdollars,suchasTivoliGardens,ElitchGardens,Beijingamusementpark,etc.;small-scaleparksandattractions(familyentertainmentcenter),theannualnumberoftouristsislessthan200,000tolessthan1millionpeople,thetouristmarketisIntheurbanarea,theinvestmentisbetween3millionand80millionUSdollars;educationalattractionssuchastechnologycentersandmuseumsSuchmuseumsandaquariumsarecurrentlygrowingrapidly.
.LiteratureReview
Intermsofthemeparkmarketingmethods,foreignresearchersfocusonthecloseintegrationofmacroandmicroresearch.Enriquebelievesthattheexperienceofvisitorsinthethemeparkshouldberelaxed,stimulatingandchallenging,andhaveasenseofsatisfaction.Foreign-orientedthemeparkmarketingmodelspaymoreattentiontoglobalissues.Richardetal.usedEuropeanthemeparksasanexampletoexploretheirinternationalmarketingprocessandtheextenttowhichvisitorsrecognizetheirmarketing.InresponsetothemarketingsituationofFlorida'sthemeparks,Millmansummedupthemainmethodsofmarketidentificationforthemeparks.ZhangKaimadeanin-depthcomparisonofthemeparkswithculturaldifferences,andforthethemeparksinSingaporeasanexample,throughtheintroductionoftransnationalcultures,thenewlydevelopedthemeparkswereevaluatedforinfluence,inordertoexplorethemarketacceptanceofnewlydevelopedthemeparks.Spreadtheroadtosuccess.
Inadditiontothis,foreignrelatedsummarymarketingmanagementbooks,aswellas"TheThemeParkintheUnitedStates",JohnBrownandCuiCuiqi's"TheThemeParkinEurope"andthe"TheThemeParkinJapan"byYazakiGentlemanandYogi..BradleyBrownandMarcoKeskinanalyzedthefactorsinfluencingthechangesinthepriceofthemeparkticketsinthearticle"TheStrategyofCompetitioninThemeParks",pointingoutthattheresearchonthemeparksinthefuturewillentertheresearchonthematuritystageofthemeparks.Andfocusonthethemeparktoreduceinvestmentandincreasetheincomeoftheprogram.Ernock,AndrewandJergenNausstartedresearchonthemeparksfromtheperspectiveofexperientialmarketing,in"ThematicParkExperience:
AnAnalysisofHappiness,ExcitementandSatisfaction",andalsofrompsychologytostudythethemeofspiritualfactorsParkvisitorsbehavior.
DomesticscholarGaoYiqingfirstproposedthethemepark“Marke
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