Experiential Marketing Is Applied Research In The Theme Park

The coming experiential marketing era requires enterprises to analyze customers' demands with a new view, and to set up competitive advantages with a new marketing method. The experiential marketing is a deep thought on marketing activities' rules, it has developed rapidly and shown strong vitality because of its rationality of marketing philosophy and its respect to human's demands. Theme parks in China have developed for about 20 years, they are becoming new pillar of China's tourism. But there are many problems during theme parks' development, such as unclear marketing direction, same themes, same form, etc. All those problems effect the development of theme parks. Introducing and implementing experiential marketing can conduct theme parks to upgrade ideas, choose tourists' demands as their marketing direction, to choose creative theme, and to develop tourism products with vivid individual characters, thus, theme parks gain sustainable competitive advantages in intense marketing competition.The study methods of this thesis are synthesized study of literature, compared study, and typical case study. At first, this thesis arranges and defines the development of experiential marketing, and compares the characters of traditional marketing and experiential marketing. Then, this thesis gives a combinatorial pattern of experiential marketing in theme parks on the base of traditional marketing theories, thus makes the marketing theories perfect and suits the requests of marketing innovation. At last, this thesis analyzes the implementation of experiential marketing through a case study of a typical theme park in Bing City.This thesis is composed of four chapters: the first chapter mainly introduces the study condition of experiential marketing in China and abroad, the motivation and purpose, and the methods of this thesis. In the second chapter, the history of experiential marketing is introduced, including the concept and the function and theusing scope of experiential marketing. As the core part of this thesis, the third chapter divides 'product' into there parts: experience, atmosphere and employees on the base of traditional marketing theories, and dissertates the combinatorial pattern of experiential marketing in theme parks combining 'price', 'place' and 'promotion', provides theme parks a new way of making marketing strategies and tactics and synthesizing marketing key elements. In the last chapter, this thesis chooses a typical case to study, and gives countermeasures according to the combinatorial pattern of experiential marketing, deserving to being learnt from and generalized.