The Comparative Analysis Between Chinese Theme Parks And Foreign Ones On The Aspect Of Brand Strategy

The author collects a lot of information to do a comparative analysis on the aspect of brand strategy between the Chinese Theme Park and the Foreign Theme Park with methods of qualitative and quantitative research. After the research, we find the differences between the foreign theme park and the domestic one in the strategy of brand position, brand performance and brand communication. And the author concludes the factors that lead to the differences for the purpose of giving suggestion to the managers of Chinese theme parks to improve their brand strategy. The differences are as follows. First, both of the Chinese and foreign managers of theme parks start their brand position from the view of function. But at the end foreigner set their brand position on the consideration of both functional interests and consumer emotional needs of consumer while the domestic focus purely on functions. On the performance strategy of brand, the foreigner put more attention to theâ…¥design and the emotional expression to spread much information of the brand while the domestic commonly used functional expression. On the aspect of brand communicational strategy, the foreigners pay much attention to communication between the staff and the organization than the domestic ones. Besides, foreign managers appropriated much budget to do the adverting of brand image while the domestic cost much on sales promotion. The advertisements of foreign park contain much information of brand and the emotional messages of the advertisements are welcomed. But the Chinese managers don't take the resources of media in to full use. On the usage of the strategy of public relationship, the foreign managers focus on public relationships of consumer, media and government, while the Chinese managers pay much attention to that of consumer and media. Besides, the foreigners do better on the connotation between brand concept and the activities. The differences of the brand strategy between the domestic and foreign theme parks reflect the differences of marketing concepts between them. To improve the administration of domestic theme parks, the managers should change their marketing concepts first. Second, we must improve the method and ways to set up the brand strategy in detail. After summing up the experience of the successful theme parks that are in the world, the author gives out the suggestion to improve the brand strategy to the domestic.