Research On Theme Park Brand-building Based On Tourist Experience

According to the economy proffer: products, goods, service and experience, the economic development history is divided into four times: agricultural economy, industrial economy, service economy and experience economy. At present, human society has entered into the experience economy. In 1970, Alvin Toffler, a famous futurist, said, "service economy is moving towards experience economy, the business will provide experience instead of service to win."in "future shock". Brand is the tool competition in the fierce market competition. In today's world, whether the enterprise has famous brand reflects its sustained developing force; Whether the regions and countries have many famous brands or the number of famous brands reflects their strengths and weaknesses of the economic power and competitiveness.Tourism is an industry that provides experimental products. Theme park is a market-oriented artificial scenic spot which offers a clear experience theme with peculiar cultural content, modern science and technology. Each theme park should consider how to provide brand products in accordance with tourist experience needs in the business activities. Theme park will face more intense competition by financial crisis, and so must pay attention to brand-building.The thesis based on the theories of tourism experience and brand recognition by compared to the studies at home and abroad. Theme park brand was the tourist cognition on values and relationships that were delivered by theme park, and the result of tourist experience that should be valued in brand-building. Brand positioning was the foundation of brand-building. The core value of theme park brand included three aspects: entertainment experience, emotional experience and cultural experience. Cultural experience is the most important. Theme types which reflected the brand core value should be market-oriented, show up cultural differences and culture connotation, and pay more attention to the continuous updating. The building of brand experience needed to create atmosphere, design entertainment programs and subject line, show up the role of "Six of One"of staff, strengthen the interaction with tourist. According to these factors, theme park delivered brand value. The establishment and maintainance of brand relationship is an important way to improve satisfaction, favourite and loyalty. Positioning is the starting point, experience is the charm, culture is the soul, high-quality service is the foundation to theme park brand-building. The thesis set Happy Valley Beijing as a case study at last.