hc控股主题公园的营销策略研究工商管理专业论文.docxVIP

HC控股主题公园的营销策略研究Marketing HC控股主题公园的营销策略研究 Marketing Strategy Study of HC Holding Theme Parks Abstract With the development of economy，the completeness of i11丘a蛐mctllres，the improvement of people’S income increase，the growth of living standards and the change of vacation policies，the domestic to血sm market shows an obvious expansion trend．Travelling has gradually become a part of many people’S life style．nerefore，the market of Chinas theme parks is also promising．HC holding Ltd owns the earliest oceRn theme park featuring polar marine animals and has become a leader of domestic oceall theme parks with more than ten years of operation,but under the condition that theme parks develop vigorously and competitors emerge continuously．HC holding Ltd has low brand recognition ability and limited marketing strategies，SO it’S hard for HC holding Ltd to be the champion in the increasingly fierce competition environment． This paper takes the theme park of HC holding Ltd as the research object and focuses on the topic of its brand and marketing strategies to further study the problems it faces in its brand and marketing strategies and find out the root causes．The Paper is divided into five parts and takes the present operational situation of the theme park of HC holding Ltd as the entry pO洫to analyze the existing problems．It conducts analysis from the internal and external environments which the theme park of HC holding Ltd faces．subdivides the theme park market,determines the target market of the theme park of HC holding Ltd，and then targetedly formulates the management strategy of its brand reinforcement and the strategy of integrated marketing and service marketing according to its service industry features．Tllis paper strives to find a brand and marketing strategy which conf油s to the development situation of the theme park of HC holding Ltd through the analysis of its brand and marketing environment to provide the theoretical foundation for the vigorous development of the them