Research on the Integration of Theme Paradise and New Media Art ─Take "H Theme Park Prepares to Open" as an Example

• Main Authors: LU, PEI-FEN, 呂佩芬
• Other Authors: HSU, AN-CHI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ccvdaj

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 107 === In the new economic era of mainland China, the development of cultural industries has emerged nowadays. Recently, hundreds of theme parks has been built in mainland China, and becoming a fast-growing emerging industry. The theme park is no longer a traditional scenic spot, but a experimental amusement park. Due to the continued expansion of tourism market demand and the diversity of consumers, various business models have been developed recently. Traditional mechanical theme parks no longer satisfy the consumer. In order to cater to the continuously growing and rapidly expanding technology, as well as the needs of applying new types of media, and moreover new media technology provides a different interactively sensory experience, theme park has evolved into the "immersive experience". Theme parks are a part of cultural and creative industries. How theme parks combine with IP to produce the best result is an worthy of being studied. This research is based on case study method, and is based on the internationally renowned H theme park. The internationally renowned IP has continued to authorized the theme park IP license in recent years, which has further consolidated the popularity of internationally renowned IP. Through hands-on participation in case analysis and qualitative analysis research methods, we record first-hand information and explore the strategy of theme parks entering the Chinese mainland market,and from the establishment of brand awareness, IP licensing, to how to build a theme park and the development of theme packaging will be discussed in this research, and also to study the benefits of IP traits for case studies. Due to the just-needed problem of the theme park in mainland China, the theme park is still optimistic in China for the next 5-10 years. It is also the golden age of the cultural tourism industry, with a unique environment support. In the face of the Taiwan market, the inability to grow the flow of people in the innate environmental conditions has become the biggest shallow market. This study is about the challenges and changes that the Taiwan theme park will face in the future. However, Taiwan’s second stage in the development of theme parks, though The construction or operation of the theme park has been greatly improved, but the theme park still faces the problem of overcapacity, and the theme park industry continues to carry out the gold rush. Coupled with the strong financial background of the mainland China developer group, the theme parks have a high profit from the surrounding real estate sales. The Taiwanese consumption pattern is different. In the current Taiwan market, there are existing theme parks that rival rivals, how to be in the existing Increase the revisit rate within the conditions, as well as the elimination of equipment, and inject newer media devices to meet the changing times. How to improve the revisiting rate of theme parks? In this era of innovation, how to put the investment and innovation of new media art into the theme park is worth exploring.