基于内容分析法的主题公园品牌个性研究  

Researching Brand Approach of Theme Park Based on Content Analysis Approach

作　　者：朱明芳[1] 王倩[2] 

机构地区：[1]暨南大学深圳旅游学院,广东深圳518053 [2]暨南大学管理学院,广东广州510632

出　　处：《北京第二外国语学院学报》2015年第7期56-63,共8页Journal of Beijing International Studies University

摘　　要：主题公园作为重要的旅游业态,竞争日趋激烈。行业竞争水平和消费者成熟度的提高,使得市场竞争优势由规模扩张、产品革新转向品牌差异化。旅游目的地的品牌识别和品牌个性是旅游研究关注的焦点之一。作为品牌差异化主要构件的品牌个性决定市场地位。本文采用Aaker(1997)品牌个性量表的5个维度,运用内容分析法,根据主题行业协会排名在粤港澳地区抽取6个主题公园,研究主题公园如何利用官方网站进行品牌个性宣传。研究结果表明:在所有品牌个性维度中,出现频率最高的是刺激和纯真,其次是高雅和能力,粗犷出现频率较低;香港迪斯尼乐园更加重视品牌个性的打遣和传播。下一步研究应当结合消费者的感知和主题公园经营者的品牌个性定位进行对应性分析。In the highly competitive market of theme parks, the main objective of marketing practices is to differentiate the brand from their competitors. The use of new products and marketing skills no longer work. Brand personality can be used to build brands and craft a unique identity for theme parks. It is the overall personality other than insignificant differences among products of brand that determines brand market position. The purpose of this research is to investigate brand personality of chosen theme parks with Aaker＇ s five dimensions of brand personality scale. The websites of 6 theme parks were analyzed by using Content Analysis Approach. The findings of the study indicate that among all brand personality dimensions, excitement and sincerity have the highest frequency, followed by sophistication and competence, and ruggedness the lowest frequency. The study also finds Disneyland Hong Kong focusing more on creating brand personality. Future researches should correspondently analyze customers＇ perception and theme parks＇ brand personality positioning.

关 键 词：品牌个性 主题公园 内容分析法 

分 类 号：F59[经济管理—旅游管理]