泰安方特欢乐世界主题乐园营销策略分析  

Marketing Strategy Analysis of Tai'an Fantawild Adventure Theme Park

作　　者：张家盛 段小红 Jiasheng Zhang;Xiaohong Duan(College of Finance and Economics,Gansu Agricultural University,Lanzhou,Gansu,730070,China)

机构地区：[1]甘肃农业大学财经学院,甘肃兰州730070

出　　处：《管理科学与研究（中英文版）》2024年第4期106-111,共6页Management Science and Research

摘　　要：主题乐园是旅游产业中一种集休闲娱乐、科学教育、文化熏陶于一体的现代化旅游产品,相较于其他类型的旅游产品,主题乐园近几年发展迅速。泰安方特主题乐园作为山东地区较大的主题乐园,覆盖了泰安及周边市区的相关市场。泰安方特主题乐园在运营中积累了很多经验,但随着市场竞争的日益激烈,在发展过程中也面临着一些新的变化和挑战。为了应对市场竞争,掌握市场主动权,必须要优化营销策略以增强营销效果。本文以泰安方特欢乐世界主题乐园为例,通过文献分析法、对比分析法以及4P营销理论分析法对泰安方特欢乐世界主题乐园的营销环境和营销现状进行深入分析,发现其问题,并提出相应的解决策略。Theme Park is a modern tourism product integrating leisure and entertainment,scientific education,and cultural edification in the tourism industry.Compared with other types of tourism products,theme park has developed rapidly in recent years.As a larger theme park in Shandong province,Tai'an Fantawild Theme Park covers relevant markets in Tai'an and surrounding urban areas.Tai'an Fantawild Theme Park has accumulated a lot of experience in operation,but with the increasingly fierce market competition,it also faces some new changes and challenges in the process of development.In order to deal with the market competition and grasp the market initiative,we must optimize the marketing strategy to enhance the marketing effect.This paper takes Tai'an Fantawild Adventure Theme Park as an example,conducts in-depth analysis on the marketing environment and marketing status of the Theme Park through literature analysis,comparative analysis and 4P marketing theory analysis,finds out its problems,and puts forward corresponding solutions.

关 键 词：泰安方特 主题乐园 营销策略 

分 类 号：F27[经济管理—企业管理]