成熟期的主题公园的广告营销策略研究--以欢乐谷为例).docx

PAGE 3 成熟期的主题公园的广告营销策略研究 ——以欢乐谷为例 摘要 主题公园是一种现代旅游景区形态，在我国已走过近三十年的历史。在主题公园的营销中，广告策略运用是否得当关系到主题公园营销的成败。处于成熟期的主题公园开发建设过程中投资大、建设和营运要求高、难度大、社会影响大，因此剖析此一时期生命周期的特点，针对特点采用适宜的广告策略，包括信息策略、媒介策略等，展开有效的广告营销活动，增强主题公园的市场竞争力，使主题公园在市场竞争中处于有利地位，延长市场寿命具有重要意义。本文力图运用传播学的相关理论，结合国内外主题公园中较成功的广告活动经验，在理论原则上为中国主题公园广告活动提供广告策略选择。本研究充分运用了文献资料法、案例分析法、逻辑综合法等研究方法，以研究主题公园相关概念及其广告传播现状为切入点，以处于成熟期的主题公园——深圳欢乐谷的广告营销策略为案例，介绍主题公园生命周期与广告策略的选择、成熟期主题公园广告诉求策略、成熟期主题公园广告媒介策略和成熟期主题公园广告表现策略。着重对成熟期主题公园的广告营销策略进行研究，可以为今后各主题公园在广告营销中的实践提供有益借鉴。 关键词：主题公园；欢乐谷；广告营销；成熟期主题公园 Abstract The theme park is a modern tourist attractions shape, has gone through nearly 30 years of history in our country. Theme park marketing, advertising strategy to use properly related to the success or failure of the theme park marketing. Investment in mature theme park development and construction process, construction and operational requirements, difficult, social influence, the analysis of the characteristics of the life cycle of this period for the characteristics of the adoption of appropriate advertising strategy, including information strategy, media strategy etc., engage in effective advertising and marketing activities, and enhance the market competitiveness of the theme park, the theme park in a good position in the market competition, and to extend the market life of great significance. This paper tries to use the science of communication theory, combined with the experience of the more successful campaign in the domestic and international theme park, theme park campaign advertising strategy selection on theoretical principles. The full use of the literature, case studies, logic synthesis and other research methods, research theme park concept and its advertising communication status quo as the starting point, and then throughout Happy Valley, for example, describes the life cycle of theme park with the choice of advertising strategy, the maturity theme park advertising appeals strategy, the maturity theme park advertising media strate