陈艳玲—龙岩志神州欢乐园营销策略的探讨.docVIP

毕业设计（论文） 题 目： 龙岩志高神州欢乐园营销策略的探讨 English Title：Discussion on the Mrketing Strategy of Sino Wonderland 学生姓名 ：陈艳玲 专 业 ：市场营销 学 号 指导教师 ：彭志红 二零一二年六月 摘 要 主题公园是指围绕特定主题而规划建造的有特别环境和游乐项目的新型公园，是旅游资源在开发过程中所孕育产生的新的旅游吸引物，是自然资源和人文资源的一个或多个特定的主题，采用现代化的科学技术和多层次空间活动的设置方式，集诸多娱乐内容、休闲要素和服务接待设施于一体的现代旅游目的地。它的崛起成为跨世纪旅游业的一道亮丽产业新干线，成为旅游业具有开拓性的新支柱之一。 随着社会经济的发展和旅游市场供需关系的不平衡，主题公园经营环境的不确定性和复杂性日益增大，相互之间的竞争日益加剧，作为一项风险性较大的投资，我们有必要对志高神州欢乐园的营销环境和现有的营销活动进行分析，找出存在的问题，进而提出解决策略，为志高神州欢乐园能够在激烈的市场竞争中茁壮成长，实现可持续发展。 本文主要通过分析志高神州欢乐园宏观和微观的营销环境，从产品、价格、促销、渠道四个方面，找出志高神州欢乐园现有营销策略存在的问题，并借助其他主题公园成功的营销经验，提出志高神州欢乐园的营销策略建议。 关键词：志高神州欢乐园； 营销环境； 营销策略 ABSTRACT The theme park is the New Park what is planned and constructed around specific themes and have the special environment and recreational projects, it is the tourist attractions that is the new born in the tourism resources development, is also one or more natural resources and cultural resources specific topics，but also is a modern tourism destination which using modern science and technology and multi-level space active set mode, including a number of entertainment, leisure elements and service reception facilities。Its rise becomes a bright new route that crossing a century tourism industry and becomes one of the new pioneering pillars in tourism industry。 With the imbalance between the development of social economy and the tourism market supply and demand，The uncertainty and complexity of the theme park operating environment is increasing day by day，mutual competition，as a risk investment it is necessary for us to analyze and finding out the existing problems in the Sino Wonderland about the marketing environment and the existing marketing activities, So that we can proposes the solutions. It has a profound and realistic significance to Sino Wonderland pleasure garden growing sturdily in the fierce competition in the market and achieving sustainable development. This paper mainly through the analysis of macro and micro marketing en