Study On Brand Promotion Of Modern Theme Park Through New Media

Nowadays, tourism has been developing all along with the progress of the times.Theme park, as a new type of tourism products, is becoming more and more popular in the modern tourism industry.Theme park can not only satisfy the tourists with the demand of entertainment, but also show them particular feelings by some extremely creative ways.Thanks to the lack of cultural content and brand value,the Chinese theme park face to resources wasted,vicious competition and the doom. Some Foreign famous theme park with steady development aims at the market of China which has huge potential and compete with the Chinese theme park to grab the market of tourists and resources.It is imperative to building unique brand positioned themselves in the market for Chinese theme park.They should dig deeper cultural identity with a Chinese characteristic and spread to the world.In the environment of Internet+,new media develop rapidly and changing with each passing day.It is more and more popular as a result of spreading fast,full of personality, convenient and interactive.From PC to Mobile clients,the habits of people using Internet have changed quietly. At the same time,there are more and more models of new media becoming in the Internet.The main aim of this dissertation is to answer how to use new media resources and promote brands in order to attain the superior result.Based on the case study of Chimelong Paradise Theme Park,it has certain representation meaning as one of the Chinese theme park.Chimelong Paradise Theme Park is one of the theme parks affiliated with Chimelong group while it is now entering the saturation period after several years of development.Because of having similar function and being closed with such as Hong Kong Disneyland,Shenzhen Happy Valley and other theme parks,Chimelong Paradise Theme Park has to grab market share and tourist amount under the severe competition.Therefore,Chimelong Paradise Theme Park need to grow the brand and expanding its influence in China and the Asian-Pacific region to increase brand awareness.This article focuses on analyzing current situation of Chimelong Paradise Theme Park and the bottleneck of development.It will be contrasted with other successful theme parks whose method of brand promotion are pretty valid.According to the passage,it will establish stages of development in brand promotion and analyze the tourist market in order to define its target audience.Meanwhile,it will assist in redefining the core of brand promotion in the future,developing future customers,planning development goals,enhancing the brand value and finding new ideas of brand promotion.As regard to marketing channels,it need to try strengthening cooperation with online travel platform,optimizing search engine and other methods to expand the media channels.In addition,on the basis of media foundation of Chimelong Paradise,it should build the community of users and improve the interaction and participatory of users to foster customer loyalty.By technology,it can use LBS and other new techniques to target advertising at consumer group accurately.By this way,it will make the brand promotion more quick and effective then go straight on target market and potential audience.This paper uses inductive and comparative method.Combined with the brand promotion cycle ,Lasswell’s 5w communication model and other theories.First of all,the paper starts with the situation of Chimelong Paradise,analyze the internal and external environment of Chimelong Paradise which needs to promote brand.The paper approval of the advantages and great potential of Chimelong Paradise while it also pointed out that Chimelong Paradise has limitations at current. Chimelong Paradise also has the high risk to face severe challenges in addition.And then,through the comparison of Disney,Songcheng, and other more unique theme parks,studying out the exclusive path about brand promotion of Chimelong Paradise.At last, the paper wants to summarize the experience of brand promotion about Chimelong Paradise,to make it have certain referential significance to the brand promotion of other theme parks in China.