主题公园的营销流程及市场策略选择  

The Choice of Marketing Flow and Market Strategy of Theme Park

作　　者：遇娜[1] 

机构地区：[1]东莞职业技术学院,广东东莞523808

出　　处：《科技创业月刊》2011年第8期28-30,共3页Journal of Entrepreneurship in Science & Technology

摘　　要：以主题公园为例,构建出主题公园营销的独特流程,提出高游客敏感度的具有创新性的相关市场策略:品牌塑造、新产品开发、主题系列产品开发和体验营销,使主题公园能清楚把握营销的每一个流程,从容不迫地开展市场策略,为主题公园带来规模化的稳定客流和增长的重游率,进而提高主题公园的竞争力。The paper take theme park as an example,building its special marketing flow,offering some correlative original market strategies which are high sensitivity for tourists： brand figuring,new products exploitation,theme series products exploitation and experience marketing.So the theme park could master each flow of marketing and carry out the market strategies.Then there is stabilization of tourists flow and increasing revisit rate,and the competition ability of theme park enhanced.

关 键 词：主题公园 营销流程 市场策略 

分 类 号：F713.5[经济管理—市场营销]