基于内容分析法的主题公园品牌个性研究

发布时间：2018-01-23 06:41

本文关键词： 品牌个性主题公园内容分析法对应分析法　出处：《暨南大学》2015年硕士论文　论文类型：学位论文

【摘要】：主题公园作为重要的旅游业态,竞争日趋激烈。行业竞争水平和消费者成熟度的提高,使得市场竞争优势由规模扩张、产品革新日趋转向为品牌差异化。主题公园作为重要的旅游目的地之一,其品牌形象和品牌个性是旅游研究关注的焦点之一。品牌个性作为品牌差异化主要构件决定市场地位。决定品牌市场地位的是品牌总体上的个性,而不是产品间微不足道的差异。面对激烈的市场竞争,建立符合游客感知的品牌个性成为主题公园维护品牌关系和提升品牌竞争力的关键。此项研究根据主题行业协会排名在粤港澳地区抽取6个主题公园为研究样本,运用内容分析法对样本主题公园官方微博的内容抽样和“粉丝”评论内容抽样进行分析,得出主题公园宣传品牌个性特征和“粉丝”感知品牌个性特征,并运用对应分析法分析主题公园和“粉丝”感知的品牌个性相似性和差异性。研究结果发现:(1)主题公园官方微博整体所表现出的品牌个性特征的构成维度排序与“粉丝”感知不一致,重点是刺激-纯真-高雅排序不同(2)主题公园突出宣传的品牌个性特征与“粉丝”感知不一致。主题公园突出刺激、纯真,“粉丝”突出纯真、高雅。主题公园宣传与“粉丝”感知品牌个性不一致可能导致营销策略失败,两者一致的品牌个性有利于主题公园与“粉丝”建立良好的品牌关系,区别于竞争者,提升品牌竞争力。
[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.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592

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