英国动物园市场营销组合策略实证分析

An Empirical Study of the Marketing Combination Strategy of British Zoos

现阶段,中国动物园正在高速发展,管理理念也在随之改变,但是同国外先进管理模式和经营模式相比仍较落后,许多问题仍需要改善。英国动物园主要侧重于动物园种群的遗传育种,福利管理,保护教育等,而中国动物园则侧重于对某一物种的研究,国内对于英国动物园经营策略的研究很少。本文通过对英国动物园年度报告及网站数据实例分析得出:英国动物园收入来源多种多样,动物园品牌特色鲜明,会员制度收益高,笼舍及展区丰容水平高,保护教育课程发达,体验活动丰富,展区牌示科普及警示效果显著,员工比例协调等特点。从中吸取经验为中国动物园的发展提出建设性建议。

At present,Chinese zoos are developing rapidly and management concepts are changing.But in comparison to the advanced management models and operating mechanisms in other countries,Chinese zoos need to improve many issues.British zoos mainly focus on population genetic management,animal welfare,and conservation education.However,Chinese zoos pay more attention to studying one specific species.There is little study of the marketing combination strategy of British zoos.We analyzed the annual report and website data of British zoos.The result showed that the income resource of British zoos is diverse,the zoo s brand is distinctive,the revenue generated by memberships is significant,the level of exhibition enrichment is high,the education program is well developed,the experiential activities are also diverse,the outcome of education caption broad,danger warning signage is considerable,and employee numbers are appropriate.We put forward constructive suggestions on the development of Chinese zoos based on experience of British zoos.