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论文编号：	5693
作者编号：	2220110579
上传时间：	2013/12/2 15:23:44
中文题目：	新一代主题公园营销策略研究--以文化硅谷为例
英文题目：	The research on Precision Marketing models of The theme park : based on research on The Beijing Culture Silicon Valley
指导老师：	许晖
中文关键字：	大型主题公园 北京文化硅谷 营销策略
英文关键字：	The theme park The Beijing Cultural Silicon Valley Marketing Strategy
中文摘要：	摘 要 　　　进入21世纪以来，文化创意产业早已悄然在国内外迅速崛起。作为软实力的核心内容以及对区域经济发展的重要因素，文化创意产业已经成为一个国家或城市发展的重要战略目标。同时，我国的旅游产业正值转型升级的关键时期。作为新时期促进旅游产业转型升级和发展的新模式，文化创意产业和旅游产业的融合发展的产物应声而出。主题公园作为一种人造的娱乐形式和经久不衰的旅游形态，以其参与性和快乐性吸引着不同阶层各个年龄层次的游人，为社会带来了巨大的经济效益和社会效益，成为现代旅游发展的主体内容之一和国际旅游业未来发展中最朝阳的板块。目前，全国内以各类不同风格主题营运的创意产业园数千个，而投资热度持续升温的大型主题公园也迅速从主流的建设在一线城市扩散到了二三线城市。研究主题公园这种特定文化产品的投资决策和营销模式，对于实际提升主题公园园区的投资效率和运营效果具有重要意义。本文第一部分总体介绍了文章的背景、选题的意义和目的。第二部分首选对主题公园的相关概念进行阐述并且分析对比了美国、欧洲和亚洲的主题公园现况。然后通过案例研究的手段，对国内和国外的大型主题公园的特点进攻研究分析。最后通过国内行业发展环境分析，找出目前我国主题公园营销上存在的一系列问题所在。本文的第三部分通过介绍北京文化硅谷的园区策划情况，做出SWOT分析，介绍目标市场的选择与项目定位。通过两个国内的大型集团的案例精准研究得出给文化硅谷项目带来的启示。本文的第四部分介绍了北京文化硅谷如何在这样一个机遇与挑战并存的环境下，如何做到以前车为鉴避开经营失败的种种教训，吸取国内外成功案例的精髓，在利用自己有利的发展优势对园区进行规划建设是至关重要的。本文的第五部分总结全文，同时对本文的不足之处进行探讨罗列，并且大致上说明有待进一步研究和探讨的问题。 　　　 　　　 关键词：大型主题公园 北京文化硅谷 营销策略
英文摘要：	Abstract 　Since the beginning of the 21st century, the cultural and creative industries already quietly at home and abroad rapid rise. As the core content of soft power and an important factor in the development of the regional economy, the cultural and creative industry has become an important strategic objectives of a country or urban development. At the same time, China's tourism industry is one crucial period of transformation and upgrading. Strategy of promoting the tourism industry to upgrade and develop a new model, the fusion product of the development of cultural and creative industries and tourism industry crashed out. Theme park as an artificial form of entertainment and enduring travel patterns, its participatory and happy to attract visitors to the different strata of all ages, has brought great economic and social benefits for the community, to become a modern tourism one of the main contents of the development and the future development of international tourism newest plate. At present, the National Creative Industry Park, thousands of all kinds of different styles of theme operations, major theme parks and the investment continues to heat up the heat quickly from the mainstream of construction spread in the first-tier cities to second and third tier cities. This particular cultural products of the research theme park investment decision-making and marketing model for the actual enhance the efficiency of investment and operational effects of the theme park park of great significance. The first part of this paper presented an overview of the background of the article, the meaning and purpose of the topics. The second part of the first choice for the theme park concept elaboration and analysis and comparison of the existing state of the theme park in the United States, Europe and Asia. And then by means of case studies, the characteristics of domestic and foreign large-scale theme park offensive research and analysis. Finally, the development of domestic industry environment analysis to identify where a series of questions on the marketing of theme parks in China. The third part of by Beijing Cultural Silicon Valley Park planning to make the SWOT analysis, the choice of target market and project location. Accurate by both domestic large group case studies drawn to the culture of Silicon Valley Project Implications. The fourth section describes the culture of Silicon Valley in the environment of such an opportunity and challenges, and how to do car Kam avoid all the lessons of business failure, absorb the essence of the success stories at home and abroad, in the use of their advantage advantages for development planning and construction of the park is vital. The fifth part concludes the paper, at the same time to explore the inadequacies of the listed, and generally for further study and discussion. 　　　 　　　 Keywords：The theme park The Beijing Cultural Silicon Valley Marketing Strategy
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