大连老虎滩海洋公园营销创新策略探析

Marketing Innovation Strategy of Dalian Laohutan Ocean Park

在市场竞争日趋激烈的条件下,对主题公园进行营销改革和创新受到广泛的关注。大连老虎滩海洋公园是集游览、观赏、娱乐、科普、购物、文化于一体的现代化海洋主题公园,要解决公园现行营销策略中定位、产品、价格、渠道、促销等方面的问题,需要采用整合与提升海洋文化主题、凝练与组合海洋公园产品、改革与创新公园营销模式、延伸与拓展公园盈利渠道等方式进行营销创新,实现大连老虎滩海洋公园的持续健康发展。

In face of the increasingly keen market competition, marketing reform and innovation of the theme park are drawing widespread attention. Dalian Laohutan Ocean Park is modernized as the theme Ocean Park integrating visit and sea-view, amusement, popular science, shopping and culture. To solve the problem of the marketing problems including position, product, price, place, promotion and other aspects, we should use integrating and enhancing methods to, concise and combine Ocean Park products, to reform and innovate marketing model, and to expand profitable channels,etc., to achieve sustained and healthy development of Dalian Laohutan Ocean Park.