主题公园的体验营销整合策略分析—-以迪士尼乐园为例

江西师范大学工商管理（大数据营销方向）专业学士学位论文摘要在当今体验经济时代，主题公园的竞争焦点已从硬件设施转向沉浸式体验生态构建。本研究以全球主题公园标杆一一迪士尼乐园为研究对象，通过实地调查、文献分析及基于S1CAS模型的问卷调研，系统剖析其体验营销整合策略。研究发现，迪士尼通过“感官冲击情感共鸣-思考互动行动参与-关系绑定”的多维策略，成功构建“情感-体验-消费”闭环生态，但存在互动形式单一、消费场景断层、社交分享激励不足等问题。基于S1CAS模型的五大层级，结合4I原则提出营销优化建议：利用A技术强化感知层趣味性，增设动态剧情提升互动参与感，分层运营深化用户连接，场景化消费设计增强行动转化，并通过UGC激励激活社交传播。研究表明，主题公园需以P为核心、用户为中心，通过技术赋能与数据驱动，从“单向体验”转向“共创型生态”，实现情感价值向商业可持续性的转化。并为行业提供了体验营销整合策略的实践参考，助力主题公园在文旅融合背景下提升竞争力与长期价值。关键词：体验营销：主题公园：迪士尼乐园：品牌管理江西师范大学工商管理（大数据营销方向）专业学士学位论文AbstractIn the era of experiential economy,the competitive landscape of theme parks has shiftedfrom a focus on hardware facilities to the creation of immersive experiential ecosystems.Thisstudy examines the integrated experiential marketing strategies of Disneyland,a globalbenchmark in the theme park industry,using a mixed-methods approach that combines fieldresearch,literature analysis,and surveys based on the SICAS model.The findings reveal thatDisneyland has successfully established a closed-loop ecosystem of "emotion experienceconsumption"through a multidimensional strategy that integrates sensory engagement,emotional resonance,interactive participation,and relationship-building.However,challengespersist,including homogeneous promotional content,limited interactive formats,fragmentedconsumption scenarios,and insufficient incentives for social sharing.To address these issues,thestudy proposes optimization strategies grounded in the five layers of the SICAS model:enhancing perceptual engagement through augmented reality (AR)technology,enrichinginteractive experiences with dynamic storytelling,deepening user connections through tieredoperations,designing scenario-based consumption to boost conversion rates,and activatingsocial through user-generated content(UGC)incentives.The research underscores three criticalprinciples for theme park competitiveness:prioritizing narrative-driven experiences overhardware reliance,aligning technological innovation with user-centric design,and fosteringco-creation ecosystems.Additionally,it highlights the importance of cultural localization andhybrid virtual-physical experiences to meet evolving consumer demands.These insights provideactionable guidance for the industry to enhance sustainability and value creation in the context ofcultural-tourism integration.By leveraging IP cores and user-centric strategies,theme parks cantransition from"one-way experiences"to "co-created ecosystems,"ensuring the conversion ofemotional value into sustainable commercial success.Key words:Experiential Marketing,Theme Parks,Immersive Experienc江西师范大学工商管理（大数据营销方向）专业学士学位论文目录摘要Abstract..一、绪论(一)研究背景.…1(二)研究意义.1(二)研究内容及方法.21.研究内容.22.研究方法2(三)研究创新点31.研究视角的整合性2.理论应用的创新性.33.研究方法的实证性…3二、相关概念理论及文献综述(一)相关概念.41.主题公园42.体验营销.4(二)相关理论1.五感营销理论52.营销41理论.53.S1CAS模型.(三)文献综述.….61.国外研究现状.…62.国内研究现状.6三、迪土尼乐园营销现状分析8(一)主题公园行业及迪士尼乐园简介.81.主题公园行业简介….82.迪士尼乐园简介8(二)迪士尼乐园的体验营销组合策略…81.感官体验营销：用五感打造“童话世界”82.情感体验营销：让游客变成“故事主角”.93.思考体验营销：用谜题和探索激发好奇心…104.行动体验营销：让游客“动起来”并主动分享.…105.关系体验营销：让迪士尼成为“