（毕业设计论文）《论主题乐园的情感营销—以长隆旗下主题乐园为例》》.doc

暨南大学本科毕业设计（论文） PAGE 暨南大学本科毕业设计（论文） 论主题乐园的情感营销 ——以长隆旗下主题乐园为例 [摘要] 主题乐园，在我国的各大中城市，从三十年前的寥寥可数到如今的星罗密布，可谓是经历了一个飞速发展的过程。然而现在，我国的主题乐园却面临着游客量不稳定、重游率不高、收益减少等诸多制约其进一步发展的问题。那么产生这些问题的原因何在？本论文从情感营销的角度出发，通过对情感营销定义的剖析，从而发现我国主题乐园在文化底蕴方面缺失的普遍现象，并提出“文化底蕴是情感营销的重要元素和体现方式”的理论；进而通过分析长隆集团旗下主题乐园的实地考察结果以及参考迪士尼乐园等国外主题乐园的成功案例，从装饰、活动、商品和服务这四个方面，探讨主题乐园应如何“用心”地塑造属于自己的文化底蕴，且应用于情感营销策略之中；并列举多种方式，使所塑造的文化得以拓展和延伸，以完成情感营销在内容和形式上的多元化；最终得出结论：在市场进入“情感消费时代”的今天，我国的主题乐园只有完成一个从文化主题拥有者，到文化主题创造者，再到文化主题传播者的角色转变的过程，才能使其情感营销策略不断完善，从而不断满足消费者情感上的需求，刺激消费者在主题乐园游玩上的消费欲望。 [关键词] 主题乐园；情感营销；情感消费；文化底蕴； Emotional Marketing of Theme Park ——Taking Chimelong’s Theme Parks as An Example [Abstract] Theme parks, in Chinese cities, have developed with high speed over the past 30 years, however nowadays, Chinese theme parks are facing many problems such as fluctuate visitor numbers, low revisit rate, and decreasing profit, which become the barrier of their further development . So what are the reasons for these problems coming out? This article starts from the angle of emotional marketing. By analyzing its definition, a common phenomenon is found that Chinese theme parks are lack of culture, which is leading to the theory that “Culture?is?an?important?element?of?emotional?marketing”. According to analyzing the result of field research on Chimelong’s theme parks and comparing it with cases of successful theme parks overseas like Disneyland, from four aspects of decoration, activities, merchandise, and services, the article discusses how theme parks model their own culture “by heart”, and apply the culture to its emotional marketing strategy. Moreover, the article lists out various ways to expand and stretch the modeled culture, in order to diversify content and forms of the emotional marketing. In summary, as the market steps in the period of emotional consumption, Chinese theme parks have to complete a process of role changing from a “culture holder”, to a “culture creator”, and finally to a “culture promulgator”, and then they