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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/113788

    Title: 日本觀光與主題樂園行銷策略 : 以東京迪士尼及大阪環球影城為例
    Other Titles: Japan travel and theme park marketing : Tokyo Disney Resort and Universal Studios Japan for example
    Authors: 趙苡均;Chao, Yi-Chun
    Contributors: 淡江大學亞洲研究所碩士班
    Keywords: 東京迪士尼;大阪環球影城;觀光;市場行銷策略;回流客;Tokyo Disneyland;Universal Studios Japan;Marketing;Tourism;Back Visitors;ディズニーランド;ユニバザル;観光;マーケティング;リピーター
    Date: 2017
    Issue Date: 2018-08-03 14:31:22 (UTC+8)
    Abstract: 關東地區的王者東京迪士尼樂園於1983年開幕,在開業第二年1984年的入園人數即超過1000萬人,之後入園人數逐年成長,於2014年人數超越過往,創下3137萬人次、2015年3019萬人。東京迪士尼樂園及海洋樂園每年重遊客超越九成,藉由眾所皆知的電影卡通人物、先進的動畫技術、配樂、行銷宣傳、完善的員工訓練等,,讓顧客知覺價值及滿意度高居不下,每次遊玩都有不同的感動,這就是為什麼東京迪士尼樂園可以把一般遊客變成忠誠顧客、創造3137萬人的入園人數之主因。
    Tokyo Disneyland was the first to be built outside the United States, and it opened on 15 April 1983. In the following year, visitors were over ten million. In 2014, Tokyo Disneyland hosted over 31.4 million visitors, making it the world''s second-most visited theme park. Disney has been instilling a belief sense that they are a dreamland — a place people will seek to return to again and again — in their visitors . It is amazing that is about 80 percent of Tokyo Disneyland’s visitors are repeat customers. The successful positioning of the theme park made it attract many visitors and boost its business in the park. Its marketing strategy also worked well with target tourists. All these have brought it great revenue and reputation. As a result, it has been able to build new facilities to attract repeat tourists.
    Universal Studios Japan was opened on March 31, 2001. And Over 11 million guests visited the park in its opening year. But, after that Universal Studios Japan has had only approximately 8 million visitors every year until a its marketing strategy. Two main changes were in their marketing. One was , instead of those adults who love films, they started to target children as well. They introduced playgrounds mainly for children. In addition, a roller coaster that could travel backward was an initiative. The strategy proved successful. The other is was to use the main characters of Harry Potter to promote. All of the above changes made Universal Studios Japan succeed.
    By analyzing the marketing strategies of Tokyo Disneyland and Universal Studios Japan, we hope Taiwan’s tourism can be benefited.
    Appears in Collections:[Graduate Institute of Asian Studies] Thesis

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