Study On The Theme Parks' Virtual Experiential Marketing

The coming of experience economy era requires enterprises to analyze the needs of customers with a new view, and to set up the core competitiveness of enterprises with a new marketing approach. The experiential marketing is a deep understanding of marketing activities'rules. As one of the marketing experience media, the network provides a best virtual experience interactive platform for the implementation of marketing experience, and has given birth to a new marketing approach—virtual experiential marketing. As participatory tourism products, the essential quality of the theme park is to bring tourists aesthetic and pleasant experiences. Therefore, whether it can bring a better experience to tourists or not is concerning the survival and development of the theme park. After 20 years of development, Chinese theme parks have achieved some results during the implementation of its experiential marketing, but there are also many problems. The introduction and implementation of virtual experiential marketing can provide the new idea and method for the theme park experiential marketing, and is helpful to improve the theme park's core competitiveness.The study methods of this thesis are literature research and case analysis study. The whole thesis is divided into the following sections:The first chapter is the introduction part, mainly clears the study background,meaning,purpose,methods,ideas and review the study of the theme park experiential marketing,network marketing and virtual experiential marketing; The second chapter introduces the theoretical basis of the theme park virtual experiential marketing, and related concepts were defined; The third chapter analyzes the basic characteristics of the theme park and the current development situation of the theme park in China; The fourth chapter discusses the necessity and feasibility of the implementation of virtual experiential marketing in the theme park marketing; The fifth chapter constructs the model of the theme parks'virtual experiential marketing; Taking Kaifeng Millennium City Park as an example, the sixth chapter studies the application of the theme parks'virtual experiential marketing model that was constructed in chapter four, and proposes the countermeasures. The conclusion part summarizes the main results and research limitations, and future research directions are suggested.