浅析旅游景区营销策略创新——以西游记主题公园为例.docVIP

PAGE 毕业设计（论文）报告 题 目 系 别 专 业 班 级 学生姓名 学 号 指导教师 年 月 无锡科技职业学院毕业设计（论文） 浅析旅游景区营销策略创新——以西游记主题公园为例 浅析旅游景区营销策略创新 ——以西游记主题公园为例 摘要：主题公园在我国并不鲜见，以沪上的迪斯尼乐园为代表，杭州有Hello kitty，常州有恐龙园、环球动漫嬉戏谷，温州有影视城，还有唐城、宋城、三国城，可以说主题公园遍地开花。我国地域广阔、人口众多，受经济发展水平及运输条件所限，在国内完全避免主题公园是不可能、也是不现实的。如何结合地域文化特色将主题公园的营销做出特色，为主题公园塑造个性成为摆在景区营销人员和决策者面前的重要课题。在此以连云港花果山景区为切入点，从事件营销、绿色营销、以及体验式营销三个方面进行探讨，为连云港花果山主题公园景区的营销提供借鉴和思考，将连云港花果山打造成为西游记主题公园。 关键词：花果山、主题公园、迪斯尼、体验营销 Analysis of the Marketing Strategy of the Tourist Attractions ——Case Study of Journey to the West Theme Park Abstract: The theme park is not uncommon in China. as the representative of the Disney theme park in Shanghai, Hangzhou and the Hello kitty, Dinosaur Park in Changzhou, the global animation play Valley, Wenzhou movie, Chinatown, Song Cheng, Three Kingdoms City can be said that the theme parks everywhere. China has vast territory, large population, limited by the level of economic development and transport conditions; to completely avoid the theme parks is not possible and unrealistic in the country. How to combine geographical and cultural characteristics to marketing to make a feature of the theme park, shaping the personality to become an important issue in the scenic marketing and decision-makers in front of the theme park. In this the Lianyungang Huaguoshan scenic entry point, from event marketing, green marketing, and experiential marketing three explore marketing for the Lianyungang Huaguoshan theme park attractions to provide reference and reflection. It will make the Lianyungang Huaguoshan into a Journey to the West theme park. Key words: Huaguoshan、theme park、Disney、experiential Marketing 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc321327442 前言 1 HYPERLINK \l _Toc321327443 第一章 景区的过去和现在 2 HYPERLINK \l _Toc321327444 HYPERLINK \l _Toc321327452