主题公园市场开发及营销策略思考

Market Development and Marketing Strategy on the Theme Park

市场开发和营销策略是直接影响主题公园发展的关键因素。从我国主题公园的现状出发,提出了主题公园发展过程中存在盲目兴建和营销不得法等问题,进而说明了市场定位和市场调研的重要性,最后以4C和4P理论为支撑点,探讨了主题公园的市场开发营销的策略。

Market development and marketing strategy are key factors which have a direct effect on the development of theme park.Having considered the present situation of the theme park,this paper states briefly two problems hindering the development of theme park,namely,blind construction and unproperly marketing.As a result,the importance of market positioning and market survey is proposed,and some strategies of market development of theme park are discussed based on the 4C and 4P theories.