紫云花溪薰衣草主题公园营销策略分析论文.doc

毕 业 设 计（论 文） 题 目：紫云花溪薰衣草主题公园营销策略分析 摘 要 随着我国社会主义市场经济的不断完善，世界经济一体化与国际分工的不断深入，企业无论是在国内市场还是在国际市场都面临着更严峻的挑战。许多企业由于没有对自己的营销环节进行理性的策略性思考,常常很难做出优秀的决定,许多企业也曾做出过优秀的营销决策,但常常由于没有把问题用策划书的形式明确化、程序化,最终导致实施的结果与决策的初衷南辕北辙。因此企业的经营管理的规范化与现代化，必须从企业营销策划的规范化与现代化做起。主要研究如何使旅游产品顺利、及时地从决策者到达消费者所经过的途径、方式和方法。 通过对大连紫云花溪薰衣草主题公园进行细分，本文提出各类主题公园应该有选择地满足不同的客户群体，根据顾客群体市场特点和业态定位，结合主题公园面对的机遇和挑战，进一步从服务产品策略，价格策略，渠道拓展策略促进这几个方面进行探讨，分析主题公园应采取的差异化营销策略。 关键词：紫云花溪薰衣草庄园；主题公园；营销策略；SWOT分析 Abstract As Chinas market economy and the improvement of world economic integration, companies both in the domestic market and in the international market are facing more severe challenges. Many companies because there is no question of their marketing plan rationally thinking, often do not make good decisions. Many companies have had to make good marketing decisions, but often lead to the different results. Therefore, the standardization of enterprise management and modernization, it is necessary to start the standardization and modernization. The main research how to make tourism products smoothly from the producer to the consumer through which channels, ways and means. Through the Ziyunhuaxi, this paper presents various theme parks should have the choice to meet different target customer groups. According to the characteristics and formats target customers market positioning, combined with the theme park to face the opportunities and challenges, and further from the service portfolio strategy, pricing strategy, channel development strategy and sales promotion in these areas to explore, analyzing the theme park to be taken differentiated marketing policies. Key words：Ziyunhuaxi;Theme park;Markting stragety;SWOT analysis 引 言 1 第一章 大连紫云花溪薰衣草主题公园简介 2 1.1 简介 2 1.2 发展现状 2 第二章 紫云花溪薰衣草主题公园市场营销环境分析 4 2.1 政治环境 4 2.2经济环境 4 2.3自然环境 6 2.4科技环境 8 第三章 紫云花溪薰衣草主题公园SWOT分析 9 3.1 主题公园的优势 9 3.2 主题公园的劣势 9 3.3 主题公园的机会 10 3.4 主题公园的威胁 11 第四章紫云花溪薰衣草主题公园市场细分和市场定位 13 4.1 市场细分 13 4.1.1 按消费者年龄细分 13 4.1.2 按收入细分 15 4.1.3 按家庭细分 17 4.1.4 按