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Abstract Construction of theme park has been launched since the early 1990s in Chengdu City, but ended up as a losing proposition after its short-term prosperity because of similar scale and similarity with those in other cities. As more international well-known theme parks entering the market, theme parks in Chengdu have been faced with the transition, and novel concepts are also introduced into the operation of these parks. To adapt to the market, it is imperative to make marketing strategies and combine marketing elements. Through analyzing current development of local theme parks and introducing successful marketing modes of domestic and overseas theme parks, a favorable marketing mode for theme parks in Chengdu was defined on the basis of fully exploring Ba - Shu culture (Ba and Shu are two ancient kingdoms in the history of Sichuan). By defining a favorable theme, focusing more on visitors' experience, devoting more in developing new products, adopting flexible price strategies, and integrating advertisement marketing, internet marketing, and other marketing methods, outstanding brands will be formed, and tourism cultures with distinguished features of Chengdu will be created.
Key words Theme park, Marketing, Marketing mode, Improvement research
1 General introduction of theme park
Theme park originated from the Netherlands, and flourished in the United States. Walt Disney had the first large modem theme park built - Disneyland built in California, and the park opened on July 17, 1955. By combining Disneyland movie scenes and animation and mechanical equipment artfully, the theme was manifested in all games. It swept around the country and even the whole world for the unprecedented experience it brought to visitors. Theme park is a modem tourist destination of a certain theme integrating various entertainment activities, leisure elements and reception facilities on the basis of modem technologies and multilevel activities. It is a kind of creative action mode built for meeting diverse recreational and entertainment needs of visitors. Marketing of theme park refers to a series of activities for selling theme park products by using various means, then establishing a stable customer relationship by creating values for them, later further obtaining the value return from tourists.
2 Development of Chengdu theme parks
Since Splendid China was built in Shenzhen and made a hit in 1989, theme...