欢乐谷营销.doc

内容摘要 随着国民经济的飞速发展和人民生活水平的日益提高，旅游现已经成为人们节假日的主要消费选择之一，为了满足游客多样化的旅游消费需求，主题公园在中国也应运而生，从最初的游乐场开始到现在，主题公园已经走过了20多年的发展历程，其间经历了坎坷起伏，既有成功的经验，也有失败的教训。主题公园的迅猛发展引起了社会的广泛关注，也成为国内学术界研究的焦点问题之一。本文通过对国内主题公园发展现状的研究，分析总结了国内主题公园的开发模式，针对当前我国主题公园发展局面，提出了一些自己的想法，并对我国主题公园未来的发展方向进行一些探索性的研究，希望对当前国内主题公园的开发有一定的借鉴意义。 本文共分为七个部分第一章绪论，这一部分主要介绍论文选题的背景，选题的目的和意义，同时提出了本文的研究内容与框架。 第二章对主题公园理论并与主题公园的营销理论进行了介绍，主题公园理论包括主题公园的概念、类型、特点。营销理论包括4PS营销策略、SWTO分析法。第三章介绍北京欢乐谷的经营现状，分析北京欢乐谷在经营过程中存在的问题。 第四章对北京欢乐谷进行SWTO分析，阐述其内部优劣势，外部机遇和挑战。第五章提出北京欢乐谷营销改进策略。第六章对北京欢乐谷的利润、品牌知名度、顾客满意度进行展望第七章总结，对全文进行总结，并提出进一步的研究方向。 关键词 主题公园 营销 策略 SWTO分析 Abstract With the rapid development of the national economy and peoples living standards rising, holiday travel now has become one of the major consumer choice, in order to meet the needs of visitors a variety of tourist consumption, the theme park in China came into being, from the initial Playground to the present, the theme park has been 20 years of development, during which experienced the ups and downs ups and downs, both successful experiences, but also failures. The rapid development of the theme park has aroused widespread concern in society, but also become one of the focus of academic research. Based on the domestic situation of the theme park development, analyzed and summarized the development of model domestic theme parks, theme park development for the current situation of China put forward some of my thoughts, and our future development of the theme park some exploratory in the hope of the current development of the domestic theme parks have some reference. This article is divided into five parts The first chapter describes the research background, meaning, content, theme park and then the basic concepts, types and characteristics are analyzed. The second chapter on the development of the theme park in China, the development problems and trends are described. The third chapter analyzes the status of theme park marketing strategy and marketing mix strategy. Chapters IV