Sino-us Theme Amusement Park Marketing Strategy For Comparative Study

Setting up the entertainment content and the play way according tothe specific theme, using the culture, the science and technology and so onas the showing means, the theme amusement park is the modernexperience-economy touring place. In the past two decades, the theme parkhas developed fast with difficulty and contest in China. This article reviewsto the theme park development history, has carried on the thoroughlyanalysis of the development and the present situation of several main themeamusement parks in USA and in China. A comparative study has beenconducted to deal with the details of marketing strategy of both countries'parks, especially the main succeed experience of the two parks, DisneyLand in USA and the overseas Chinese city in Shenzhen of China. At thesame time, it refers the main failing points which existed in the developingprocess of the Chinese theme park. The author suggests that the park shouldbe founded to the market demand as the guidance, and operated completelyas marketing. Great attention must be paid to the product design, using thesuperiority of the Chinese culture of the long history and themulti-nationality, the park should be built with the Chinese characteristictheme. The conformity marketing pattern should be applied and the idea ofthe comprehensive service be stressed. The market should be exploited withthe multiplex profit pattern.