Marketing Research Of Changying Century City Film Theme Park

Film thematic park was a new carrier of tour and amusement, which presents itself during the process of reform and opening to the outside policy. It's novelty form and unique representation style was gradually accepted and appreciated by most of people. Film thematic park appears comparatively late in China, Only representative "Shenzhen Splendid China""China Folk Culture Villages""World Window"and latterly built "Happy Valley"can be called "Thematic Park"in deed, most of them were built at the end of Eighty's in overseas city of Shenzhen. The key specialty of these amusement parks is each park has its own brilliant theme. But follow built "Thematic Park"which goes with the stream was absolutely different, most of them failed to success. Film thematic park comes to China not for a long time, it's market promotion method is so limited, most park take two popular mode of its marketing, the first is common park model, whose income only depend on selling entrance ticket, no other assistant means, only sale some discount ticket or supply some set ticket on holiday period at most, strictly speaking, this does not contain any marketing element. The second is completely copying overseas film thematic park mode, especially the Disney style that was respected as successful pattern, the adoption of this two ways lead the park to lose their characters and bankrupt in the end due to marketing inaccuracy. We can easily make the conclusion from analysis of above mentioned cases, we need to set down Chinese film thematic park marketing strategy according to environment and development situation of our own country, both lagged marketing method and entirely clone of overseas mode are not accord with Chinese situations. Chinese film thematic park marketing should has its own features, it must be based on Chinese background, try to meet the taste of Chinese traditional culture, aesthetics, way and psychology of Chinese consumption. Chinese film thematic park marketing needs to dovetail with the pace of Chinese film thematic park develop, should not be lag behind or overrun, it also need to be fostered by innovation spirit. Summarizing the management experiences of some successful film thematic park currently, we will see some common features among them. Consider from the aspect of thematic park inside 1. Possess of outstanding thematic features Thematic park should have its theme just as its name implies, a precise theme is the spirit of thematic park, is clue that run through the whole thematic park. All the amusement items build and designed must follow the principle of serving for this theme, the specific thematic features of thematic park is the key difference with common parks. 2. Taken on an appropriate location Choosing an appropriate location is very important for thematic park, consider from the big side, it is better to choose a location in Shenzhen and Shanghai than in Changchun and Harbin, the simple reason is ensuring an adequate visitor. Consider from small side, it is better to choose a location in downtown than in suburb, in order to supply visiting facilities. Consider from the aspect of marketing management 1. Aspect of information transfer Investors will transfer all new tour items Information of thematic park to prospective visitors in time by all effective means, investors can use high frequency advertisement to boost the probability that the thematic park be bring to the publics. Deepen the thematic park impressions in consumer's mind, or trigger potential consumer's curiosities by making movies in thematic park. On all accounts, in order to keep the permanent attractions of thematic park, investors should make their all endeavors to transfer all the positive information to the public. 2. Aspect of market pricing In order to attract repeated visitors, Investors should pricing the entrance ticket flexibly, the price of entrance ticket should based on the consumption capability and economic development level of local market. Designing settickets and annual tickets, giving favorable discount to local repeated visitors, enlarging the margin of price on midseason and off-season. 3. Aspect of market segmentation Investors build and design the thematic park to satisfy the market demand, and classify market customer resources, meanwhile, many large thematic park investors aimed at customer market segmentation by choosing new park theme and designing new tour items, in order to prevent new competitors from grabbing customer resources. Referenced by successful marketing experiences from Changying Century Film Thematic Park, this thesis gives a detail analysis about advantage and disadvantage of thematic park according to its own features, seriously discuss the issues of theme positioning, pricing strategy, promotion method, channel building, item designing, and market segmentation, the achievement of study will be used to direct marketing planning and practical works in daily life. Changying Century Film Thematic Park is established according to Chinese situation, so its marketing must has Chinese typical elements. The investment of Changying Century Film Thematic Park is very large, the product has its life cycle, it is hard to derive relative products in short time, income mainly comes from domestic visitor, these are the actual difficulties and problems Changying Century Film Thematic Park faced, Changying Century Film Thematic Park should take some effective and efficient measures to heighten its level of service and management, skill of marketing, construction specialties, project designing. All these measures should play their important role. 1. Changying Century Film Thematic Park pursues a positioning of "unique in domestic, advanced in world"That is to say you will not find another same or familiar film thematic park in homeland, strictly speaking, some so-called film thematic park is not the real film thematic park in deed, they are only some film stage properties, after the film picturing, film developer open the film field to tourists in orderto increase income or make advertisement for their film. So the developers try to earn money by using the weakness of people that they don't know film thematic park very well, such as the film park of story about One Hundred And Five Man And Three Women, it is just show some stage properties of the film, no any elements related with the film itself. But it quiet different for the Changying Century Film Thematic Park, in the park you may feel the most advanced film technology in the world, 3D, 4D, 5D and ball screen and ultra screen film, some of them is unique items even in the world, its unregulated construction style is also matchless in the world. 2. The product strategy of Changying Century Film Thematic Park is to activate the theme of product. We design the route of visiting according to the different characters of each item, visitors get quiet different feelings when they are visiting along the route, each route has its own stimulations and surprising to raise visitors'satisfaction. In the aspect of emphasizing the film theme, we supply the different items to appreciate different aged visitors, visitors can participate in the each items and feel the real film world by themselves, in the aspect of creating visiting environment we bring up a slogan "visitor first, service first"all the staff of the park should take service training course before begin their work, all service supplied to visitors has centralized standard and process. 3. Changying Century Film Thematic Park takes a very flexible pricing strategy. The price level is cope with the local economy development, be acceptable for most part of local people, in the normal running days the price is stable, the price be adjusted only at holiday and tour peak period, in slack season we will attracted the visitor by family set tickets and discount tickets. 4. Changying Century Film Thematic Park takes both direct advertisement and indirect pressing sale promotion method to aggravated the sale.