Research On Brand Building Strategy Of China Dinosaur Park Based On Tourists’ Perception

Since the reform and opening up of China,Chinsese tourism industry and market size have been developing rapidly.Theme park,the important component of Chinses industry,also has grown exponentially and faces intense competition.Brand competition is one of the most important links.At present,Chinese domestic theme parks are still in the stage of rapid development.Although there are a few leading theme park brands,many new entrants continue to emerge to challenge them.As an established theme park brand in China,China Dinosaur Park must be optimized and shaped on the basis of the original brand construction if it wants to maintain its original position and challenge the leading industry in these competitions and challenges.The author takes China Dinosaur Park as the object of study.Firstly,the paper introduces China dinosaur park development status and brand status.Secondly,by issuing questionnaires to tourists who have visited China Dinosaur Park,IPA performance analysis method was used to analyze the current brand building situation of China Dinosaur Park based on the perception results of tourists,and the aspects that need to be improved in brand building were found.Finally,based on the results of IPA analysis,CIS brand strategy theory Brand DNA theory and relevant brand building optimization,suggestions are put forward to enhance the brand competitiveness of the theme park and enhance it’s industry status.This paper not only provides new ideas and effective suggestions for the brand optimization of China Dinosaur Park in the future,but also hopes to be a reference for other theme parks.