主题公园IP衍生品开发策略—以中华恐龙园为例
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主题公园IP衍生品开发策略—以中华恐龙园为例(开题报告,论文9000字)
摘 要
主题公园IP衍生品的顺利开发将会直接拉动主题公园乃至当地旅游相关产业和周边地方经济的快速增长。与国外主题乐园的情况不同，我国主题乐园IP衍生消费品的盈利能力还很薄弱。本研究在简要阐述相关概念、理论的基础上；首先介绍介绍我国主题乐园IP开发的基本情况；其次采用实地调查的方式，对中华恐龙园IP衍生品开发情况进行调查，从中发现其IP衍生品开发存在的问题，进而提出相应的解决对策；最后对论文研究进行总结。
关键词：主题公园； IP衍生品开发；中华恐龙园
Theme Park IP Derivatives Development Strategy——Taking China Dinosaur Park as an Example
Abstract
The smooth development of theme park IP derivatives will directly drive the rapid growth of theme parks and even local tourism-related industries and surrounding local economies. Different from the situation of foreign theme parks, the profitability of IP-derived consumer goods of theme parks in my country is still very weak. On the basis of briefly expounding the relevant concepts and theories, this research first introduces the basic situation of IP development of theme parks in my country; secondly, it adopts the method of on-the-spot investigation to investigate the development of IP derivatives in China Dinosaur Park, and finds its IP derivatives. Existing problems are developed, and then corresponding solutions are proposed; finally, the paper research is summarized.
Key Words：Theme park; IP derivative development; China Dinosaur Park
目 录
引言 1
1．相关概念及理论 1
1.1 主题乐园 1
1.2 相关理论 2
1.2.1 体验营销 2
1.2.2 顾客感知价值理论 2
2．我国主题公园IP开发基本情况 3
2.1 我国主题公园产业现状 3
2.2 主题乐园IP衍生消费品的必要性 4
2.3 我国主题公园IP衍生品开发现状 4
3．中华恐龙园IP衍生品开发情况 6
3.1 中华恐龙园简介 6
3.2 中华恐龙园IP衍生品情况 6
4．中华恐龙园IP衍生品开发管理存在的问题 9
4.1 产品与文化融合度低 9
4.2 IP衍生品主题过于单一 9
4.3 IP衍生品收入占比低 10
5．中华恐龙园IP衍生品开发策略 11
5.1产品设计与IP内容的深度结合 11
5.2创设新的乐园主题 11
5.3全产业链模式经营 12
结论 13
参考文献 14
致 谢 16