论我国主题公园品牌文化的构建

发布时间：2018-05-21 06:26

本文选题：主题公园 + 品牌文化　；参考：《西南财经大学》2009年硕士论文

【摘要】： 主题公园是现代旅游业中成长较快的一种现代旅游资源,被世界旅游组织称为当前乃至未来世界旅游发展的三大趋势之一,是后工业时代发展起来的一项综合性旅游项目。作为一种新的旅游吸引物,主题公园以其特有的主题文化将科学技术、娱乐内容、休闲要素和服务接待设施融于一体。 1989年,我国第一个真正意义上的主题公园深圳“锦绣中华”问世。短短十多年,主题公园在我国迅速得以发展。但我国主题公园良莠不齐,除了深圳、江苏、浙江等地的主题公园处于良性经营状态外,大多数的公园经营情况不好。尤其在主题公园市场竞争日益激烈、产品同质化现象日趋明显的今天,主题公园在产品的质量、功能和价格等方面制造差异来形成核心竞争优势越来越困难,导致大量的主题公园经营惨淡。据不完全统计,全国建成的主题公园有2000多个家,投入的资金近1500亿元,整个产业的经营状况处于70%亏损,20%勉强维持,只有10%能够盈利的格局。面对我国主题公园的发展现状,笔者认为实行品牌化的发展战略,可以帮助主题公园摆脱目前的困境,逐步扩大规模和实力,参与旅游市场的竞争。而实行品牌化经营的关键就是实施品牌文化策略。品牌文化蕴涵着品牌超越物质功能属性的价值理念、品位、情趣、情感抒发等精神元素,可以赋予品牌独特的内涵和个性,是品牌触动消费者心灵的关键所在。品牌文化一旦形成,并与消费者的意识形态和价值观念达成一致、产生共鸣,得到消费者的信任与肯定,就会形成顾客忠诚。品牌文化在满足消费者物质需求以外的精神和情感需求的同时,使品牌形成了独特的竞争优势。主题公园品牌文化就是通过赋予品牌深刻而丰富的文化内涵,将鲜明的品牌核心价值有效地传递给消费者,形成消费者对品牌在精神上的高度认同,进而占领消费者的心智,创造品牌信仰,最终形成强烈的品牌忠诚。拥有品牌忠诚就可以赢得顾客忠诚,赢得稳定的市场。可以说,未来主题公园的竞争是品牌的竞争,更是品牌文化的竞争,培育独具个性的品牌文化是保持主题公园品牌经久不衰的必由之路。本文共分为四个部分: 第一部分绪论,主要阐述了本文的研究背景和意义、相关文献综述、研究思路和框架以及研究方法。我国主题公园处于竞争激烈、同质化现象严重的环境中,大量主题公园经营惨淡,生存和发展受到威胁。面对这种情况,主题公园可以实施品牌化的发展战略摆脱困境,而实施品牌化经营的关键就是实施品牌文化策略。品牌文化可以赋予主题公园品牌独特的文化内涵和个性,同时,品牌文化又能满足消费者物质需求以外的精神文化需求,是吸引消费者选择某一主题公园品牌的关键所在。因此,实施品牌文化策略可以使主题公园形成独特的竞争优势。目前我国主题公园的研究从品牌文化角度进行的系统研究很少,本文采用文献研究和案例分析相结合的方法,从品牌文化构建的角度对我国主题公园进行研究。第二部分对主题公园品牌文化的一般理论作了比较全面的概述,在品牌文化的定义为基础上,分别对主题公园品牌文化的内涵、特征、功能和构建路径进行了详细的阐述。我国有关品牌文化的定义很多,本文把品牌文化理解为凝结在品牌中的被目标消费群认可和接受的价值观念的总和,主题公园品牌文化就是指凝结在主题公园品牌中的被目标消费群认可和接受的价值观念的总和。可以看出,本文中的品牌文化是抽象的精神元素,它的构成要素是一系列的价值观念,并且代表了企业和目标消费群共同的价值观念。在前人有关品牌文化研究的基础上,本文提出主题公园品牌文化构建的路径主要包括品牌核心价值提炼、品牌文化物化、品牌文化物化、品牌文化传播和反馈作用四个步骤。第三部分是本文的核心,首先分析了我国主题公园品牌文化发展现状与存在问题,再以深圳欢乐谷为例,总结其品牌文化构建中的成功经验,为我国主题公园品牌文化构建提供参考和借鉴。我国主题公园品牌文化的发展主要在认识上和操作上存在很多问题。但我国也有成功的例子,深圳欢乐谷就是一个典范。通过对深圳欢乐谷的分析,发现他们在品牌核心价值提炼、品牌文化物化和品牌文化传播这三个环节上做得很好:欢乐谷的品牌核心价值是围绕情感属性和个性形象两个属性提炼的;通过设计品牌VI系统实现了品牌文化的物化;利用广告宣传、事件营销、服务接触、口碑传播和品牌连锁等方式对品牌文化进行整合传播。该部分从这三个关键因素对欢乐谷的具体策略进行了深入探讨,并总结得出经验。论文最后一部分对我国主题公园品牌文化构建做了进一步的思考。在对我国主题公园品牌文化发展现状和深圳欢乐谷品牌文化构建的三个关键因素进行分析的基础上,为了使品牌核心价值的提炼、品牌文化物化和品牌文化传播达到更好的效果,本文又从正确把握品牌核心价值相对稳定与发展的关系、加强品牌文化的内部培训和教育、保持品牌视觉识别系统的稳定性三个方面对我国主题公园品牌文化的构建做了进一步的探索与思考。这三个方面在主题公园品牌文化的构建中可以起到支持和推动的作用。本文的创新主要体现在研究角度和研究方法两方面: 在研究角度上,尝试从品牌文化构建的角度对主题公园进行研究,并通过对成功案例的分析,总结得出我国主题公园品牌文化构建的关键因素,以及具体的操作方法和注意事项,使得研究具有针对性和可操作性。在研究方法上,尝试将品牌文化的相关理论结合个别特征分析的方法运用到我国主题公园品牌文化构建的研究上。本文在品牌文化基本理论的基础上,结合主题公园品牌的特点,分析了主题公园品牌文化的一般理论,并提出了主题公园品牌文化构建的路径。
[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.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F592

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