主题公园网络营销效果评价研究

发布时间：2018-06-10 13:24

本文选题：主题公园 + 企业网站　；参考：《华东师范大学》2013年硕士论文

【摘要】：网络技术发展为互联网带来了新的发展机遇,科技元素为主题公园带来了新的体验,也使主题公园顺理成章地加入互联网进行网络营销宣传推广从国际上看,美国迪士尼企业网站自1990年3月上线以来,已成为其旅游度假预订、产品销售的主要的网络渠道,且在全球旅游市场上拥有很高的用户访问量。进入互联网时代,我国主题公园正在由传统的营销走向网络营销阶段,并且已经产生了一定的市场效果,引起了业界与学界的共同关注。从理论角度说,对主题公园网络营销效果进行分析,将有助于完善旅游市场营销理论,为主题公园网络营销策略制定提供理论依据；从应用角度看,对主题公园网络营销效果进行评价研究,将有利于提高企业的市场营销绩效,提升企业的市场形象,扩大市场知名度与认知度。因此,相关研究具有学术与实践价值。为此,本文以国内主题公园的企业网站为研究对象,选取了11家主题公园,以网络营销效果评价为研究内容,结合网络营销效果的评价指标体系,通过文献梳理、比较分析等方法,对我国主题公园网站的网络营销效果进行分析,得出以下结论：结论一,国内主题公园网络营销整体水平较低；结论二,主题公园网络营销以信息展示为主,盈利性低；结论三,主题公园建设与主题公园网络营销发展同步；结论四,主题公园企业网站品牌的网络吸引力较弱。全文共有五个部分：第一章,绪论。本章为全文提供了理论基础。第二章,主题公园营销发展与演变。本章通过对营销发展梳理,阐明主题公园营销的发展趋势与新渠道,为营销效果评价作以铺垫。第三章,主题公园网络营销效果分析。本章以国内主题公园为对象,以数据为依撑,从四方面对主题公园企业网站营销效果进行评价,是本文核心章节。第四章,上海欢乐谷及美国迪士尼乐园、奥兰多环球影城与六面旗企业网站为例,分析网络营销效果。本章为第三章内容深化,借助案例实现了理论与实际的联系。第五章,结论与展望。借助国内外经验,本章从宏观层面对我国主题公园企业网络营销活动提出优化措施与改进方法,从网站使用角度为我国主题公园企业网络营销发展提出借鉴意见。
[Abstract]:The development of network technology has brought new development opportunities for the Internet, science and technology elements have brought new experiences for theme parks, and theme parks have naturally joined the Internet to promote and promote online marketing from the international point of view. Since its launch in March 1990, the US Disney enterprise website has become the main network channel for its travel and holiday booking and product sales, and has a high number of users in the global travel market. In the Internet era, the theme park of our country is moving from traditional marketing to network marketing stage, and has already produced certain market effect, has caused the common concern of the industry and the academic circles. From the theoretical point of view, the analysis of the effect of the theme park network marketing will help to perfect the tourism marketing theory and provide the theoretical basis for the theme park network marketing strategy formulation. The evaluation and research on the effect of online marketing of theme park will help to improve the marketing performance of enterprises, enhance the market image of enterprises, and expand the market awareness and recognition. Therefore, the relevant research has academic and practical value. Therefore, this paper takes the enterprise website of the domestic theme park as the research object, selects 11 theme parks, and takes the evaluation of the network marketing effect as the research content. Combined with the evaluation index system of network marketing effect, through literature combing, comparative analysis and other methods, this paper analyzes the network marketing effect of our country's theme park website, and draws the following conclusions: conclusion 1, The overall level of domestic theme park network marketing is low; conclusion two, theme park network marketing is mainly information display, low profitability; conclusion 3, theme park construction and theme park network marketing development synchronize; conclusion 4, The theme park enterprise website brand network attraction is weak. The full text has five parts: chapter one, introduction. This chapter provides the theoretical basis for the full text. The second chapter, theme park marketing development and evolution. By combing the development of marketing, this chapter clarifies the trend and new channel of marketing of theme park, and paves the way for the evaluation of marketing effect. The third chapter, the theme park network marketing effect analysis. This chapter takes the domestic theme park as the object, takes the data as the support, from four aspects carries on the appraisal to the theme park enterprise website marketing effect, is the core chapter of this article. The fourth chapter, Shanghai Happy Valley and Disneyland, Orlando Universal Studios and six Banner Enterprise website as an example to analyze the effect of network marketing. This chapter is the third chapter content deepening, with the help of cases to achieve the theoretical and practical connection. Chapter five, conclusion and prospect. With the help of domestic and foreign experience, this chapter puts forward the optimization measures and improvement methods for the network marketing activities of the theme park enterprises in China from the macro level, and puts forward some suggestions for the development of the network marketing of the theme park enterprises in our country from the point of view of the use of the website.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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