Throughout the amusement rides market, the phenomenon of homogenization has been very common in the industry. Relying solely on product design and marketing innovation has been unable to break the shackles, so amusement rides manufacturers need to find other ways to solve this condition. In fact, the domestic amusement rides manufacturers are really impressive in their hard work, but their emotional connection with the consumers is not so close, this is because of the lack of the link of brand culture, which is precisely the key for the amusement rides brand to build differentiation competitive advantage.
To create a brand of amusement ride is a process of exquisite and full display of culture. Culture plays a role of cohesion and catalysis in the shaping process of the brand. The cultural connotation of the brand is to enhance the added value of the brand and the source power of improving the competitiveness of the products. Brand is the carrier of culture, and culture is essence of the enterprise condensed in the brand, and also an embodiment of the concept, will, behavior and team style penetrated in the whole operation process of brand management. Therefore, when the degree of homogenization of the product is getting higher and higher, the amusement rides manufacturers gradually cannot create differences in products, prices, channels to gain competitive advantage, it is the brand culture that just provides a solution.
The 21st century enterprise competition, to a certain extent, is the contest for enterprise brand culture. Those enterprises which have a strong cultural basis are more successful and have more opportunities, mainly because the brand culture has played a role in fueling the flames. An amusement rides manufacturer who wants to be invincible in the market, must pay attention to his own brand of publicity and promotion of culture, so that consumers have a certain awareness, that is through the brand culture to expand business and product publicity.