基于游客体验的主题公园品牌塑造研究
发布时间：2018-08-23 09:01
【摘要】： 迄今为止总共出现了四种经济提供物:产品、商品、服务和体验。据此,经济发展史可被清楚地划分为四个时代:农业经济时代、工业经济时代、服务经济时代和体验经济时代。目前,人类社会已进入到体验经济时代。著名未来学家托夫勒1970年在《未来冲击》一书中写道:“服务经济的下一步是走向体验经济,商家将靠提供这种体验服务取胜”。在激烈的市场竞争中,品牌是进行市场竞争的利器。当今世界,品牌是组织形象的标志,是经济实力的标尺,是市场地位的象征。企业是否拥有名牌,反映其持续发展力的大小;地区和国家是否拥有或拥有多少名牌,标志其经济扩张力和竞争力的强弱。 旅游业就是提供体验产品的行业。主题公园是以特有的文化内容为主题,以现代科技和文化手段为表现形式,以市场创新为导向,提供明确主题体验的现代人工景区。如何在企业的经营活动中根据游客的体验需求提供品牌产品,则是每一个主题公园都应思考的问题。受金融危机影响,国内居民收入水平和消费预期的下降必将影响旅游支出,主题公园将面对更加激烈的市场竞争,因此,必须重视品牌建设。 本文通过对国内外相关研究进行对比,以旅游体验论和品牌认知论为基础研究此课题。基于游客角度的主题公园品牌就是游客对主题公园所传递的价值和关系的认知,并且这种认知是游客体验积累的结果。主题公园品牌塑造要重视游客体验。按照游客体验品牌化路径,品牌定位是品牌打造的基础。主题公园品牌的核心价值包括以感官刺激为基础的娱乐体验、触动心灵的情感体验和代表一定价值主张的文化体验。其中文化体验是核心价值中最重要的一方面。核心价值需要借助于恰当的主题形式来体现。主题形式应以市场为导向、突出文化差异、展现文化内涵、注重持续更新。品牌体验的打造需要营造体现丰题内容的景观氛围、设计参与性强的娱乐项目和合理的主题线路,展现员工“六位一体”的角色,强化与游客的互动。通过各体验要素的整合,借助沟通方式传递品牌核心价值。品牌关系的建立与维护是提高游客的品牌满意度、美誉度和忠诚度的重要途径。主题公园品牌定位是起点,品牌体验是魅力,品牌文化是灵魂,优质服务是基础。文章最后对北京欢乐谷进行案例研究。
[Abstract]:A total of four economic offerings have emerged so far: products, goods, services and experiences. Therefore, the history of economic development can be clearly divided into four times: the agricultural economy, the industrial economy, the service economy and the experience economy. At present, the human society has entered the era of experience economy. The famous futurist Toffler wrote in "Future shock" in 1970: "the next step of service economy is to move towards experience economy, and merchants will win by providing this kind of experience service". In the fierce market competition, brand is a sharp weapon for market competition. In today's world, brand is the symbol of organization image, the scale of economic strength and the symbol of market status. Whether an enterprise owns a famous brand reflects the size of its sustainable development power, and whether the region or country has or has how many famous brands marks the strength of its economic expansion and competitiveness. Tourism is the industry that provides experience products. The theme park is a modern artificial scenic spot with unique cultural content as its theme, modern science, technology and cultural means as its manifestation and market innovation as its guide. How to provide brand products according to tourists' experience is a problem that should be considered in every theme park. Under the influence of financial crisis, the decline of income level and consumption expectation of domestic residents will inevitably affect tourism expenditure, and theme parks will face more fierce market competition, so we must attach importance to brand building. This paper studies this subject on the basis of tourism experience theory and brand cognition theory. The brand of theme park based on tourist's angle is the cognition of the value and relationship of the theme park, and this cognition is the result of the accumulation of tourists' experience. Theme park brand shaping should attach importance to the tourist experience. According to tourist experience brand path, brand positioning is the basis of brand building. The core value of theme park brand includes entertainment experience based on sensory stimulation, emotional experience of touching heart and cultural experience representing certain value proposition. The cultural experience is the most important aspect of the core value. The core value needs to be reflected by the proper thematic form. Subject form should be market-oriented, highlight cultural differences, show cultural connotations and pay attention to continuous renewal. The creation of brand experience needs to create a landscape atmosphere that embodies the content of rich topics, design entertainment projects with strong participation and a reasonable theme line, show the role of staff "six as one", and strengthen the interaction with tourists. Through the integration of various experience elements, with the help of communication to transfer the core value of the brand. The establishment and maintenance of brand relationship is an important way to improve tourists' brand satisfaction, reputation and loyalty. Theme park brand positioning is the starting point, brand experience is charm, brand culture is the soul, quality service is the basis. Finally, the article carries on the case study to Beijing Happy Valley.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F590
本文编号：2198557
[Abstract]:A total of four economic offerings have emerged so far: products, goods, services and experiences. Therefore, the history of economic development can be clearly divided into four times: the agricultural economy, the industrial economy, the service economy and the experience economy. At present, the human society has entered the era of experience economy. The famous futurist Toffler wrote in "Future shock" in 1970: "the next step of service economy is to move towards experience economy, and merchants will win by providing this kind of experience service". In the fierce market competition, brand is a sharp weapon for market competition. In today's world, brand is the symbol of organization image, the scale of economic strength and the symbol of market status. Whether an enterprise owns a famous brand reflects the size of its sustainable development power, and whether the region or country has or has how many famous brands marks the strength of its economic expansion and competitiveness. Tourism is the industry that provides experience products. The theme park is a modern artificial scenic spot with unique cultural content as its theme, modern science, technology and cultural means as its manifestation and market innovation as its guide. How to provide brand products according to tourists' experience is a problem that should be considered in every theme park. Under the influence of financial crisis, the decline of income level and consumption expectation of domestic residents will inevitably affect tourism expenditure, and theme parks will face more fierce market competition, so we must attach importance to brand building. This paper studies this subject on the basis of tourism experience theory and brand cognition theory. The brand of theme park based on tourist's angle is the cognition of the value and relationship of the theme park, and this cognition is the result of the accumulation of tourists' experience. Theme park brand shaping should attach importance to the tourist experience. According to tourist experience brand path, brand positioning is the basis of brand building. The core value of theme park brand includes entertainment experience based on sensory stimulation, emotional experience of touching heart and cultural experience representing certain value proposition. The cultural experience is the most important aspect of the core value. The core value needs to be reflected by the proper thematic form. Subject form should be market-oriented, highlight cultural differences, show cultural connotations and pay attention to continuous renewal. The creation of brand experience needs to create a landscape atmosphere that embodies the content of rich topics, design entertainment projects with strong participation and a reasonable theme line, show the role of staff "six as one", and strengthen the interaction with tourists. Through the integration of various experience elements, with the help of communication to transfer the core value of the brand. The establishment and maintenance of brand relationship is an important way to improve tourists' brand satisfaction, reputation and loyalty. Theme park brand positioning is the starting point, brand experience is charm, brand culture is the soul, quality service is the basis. Finally, the article carries on the case study to Beijing Happy Valley.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F590
【引证文献】
相关期刊论文 前3条
1 魏遐;潘益听;;中国旅游体验研究十年(2000-2009)综述[J];旅游论坛;2010年06期
2 韦福巍;黄荣娟;;桂林乐满地主题乐园营销策略研究[J];河池学院学报;2012年06期
3 程乾;舒永钢;马云飞;;游客感知主题公园品牌转化行为影响因素探讨[J];江苏商论;2012年10期
相关硕士学位论文 前3条
1 李凌;休闲农庄游客体验与游后行为意向关系研究[D];浙江大学;2011年
2 聂芮子;游乐型主题公园重游动机研究[D];西南大学;2012年
3 马云飞;游客感知下主题公园品牌转换行为影响因素研究[D];浙江工商大学;2012年
，本文编号：2198557
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