国内主题公园的新媒体营销分析.pdfVIP

Abstract With the advent of new era of networks, the popularity of mobile clients as well as changes in audience habits, new media, distinct from traditional media, has come into the public view. Featuring interactivity, immediacy, individuality and socialization, new media has become a new marketing tool for various industries. Intellectual tourist attractions in China, which are developed with the rise of intellectual tourism and intellectual cites, has tentatively applied network technologies and new media to build up brand images. Theme parks, tourist destinations noted for their particular themes, have entered into saturation period. In this case, how to adapt to fierce competition in market, how to position tourist source market, how to attract more audiences, and how to build brands are urgent issues to tackle in the marketing of theme park. At present, though there are plenty of researches on the new media, few researches center on the marketing system of new media. Moreover, these researches rarely focus on new media marketing of theme parks and most of them are limited to one specific aspect such as internet marketing and microblog marketing. With the new media marketing of theme parks in China as the research subject, this thesis firstly reviews previous studies concerning theme parks, tourism industry, and the new media at home and abroad. Secondly, on the basis of the literature review and related marketing theory system, the theoretical framework of the new media marketing of them