株洲华强“方特世界”主题公园营销策略分析-marketing strategy analysis of zhuzhou huaqiangs.docxVIP

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株洲华强“方特世界”主题公园营销策略分析-marketing strategy analysis of zhuzhou huaqiangs.docx

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株洲华强“方特世界”主题公园营销策略分析-marketing strategy analysis of zhuzhou huaqiangs

II II Abstract With the rapid development of the social economy, people put forward higher requirements on their life quality. Outside activities have become many people’s choice of vacation. Theme park, as a special kind of entertainment, attracts visitors of different strata and all ages with its participation and entertainment. It has become one of the key elements of the modern tourism industry. In 2008, the Changzhutan urban agglomeration becomes a nationwide resource-saving and environment-friendly society comprehensive reform pilot area. This is an opportunity to attract foreign investment and attract many companies to investment in Zhuzhou. The large-scale theme park of “Zhuzhou Fantasy World”, constructed by Huaqiang Corporation, has brought the tourism industry in Zhuzhou Yunlong a new atmosphere. But as a new-building tourism project of inland cities, the brand awareness and the reputation “Fantasy World” need to be enhanced. The most important issue of Huaqiang Corporation is to do a good job of marketing planning and take an appropriate marketing strategy, to build “Zhuzhou Fantasy World” becomes most attractive amusement brand in Hunan region. This is also related to the future of the project prospects for development. The thesis put “Zhuzhou Fantasy World” as the research object, studies its present marketing situation, reveals the problems existing in the marketing strategy, draws lessons from the theme parks’ common experiential marketing, brand marketing, relationship marketing theory at home and abroad, give the project marketing environment the “SWOT” analysis. Based on the above measures, the thesis proposes the optimization program for the project marketing strategy from the four dimensions of product strategy, pricing strategy, channel strategy, promotional strategy. In order to ensure the successful implementation of the optimization program, the thesis put forward relevant proposals from the perspective of the project owners Huaqiang Corpora