Marketing Strategy Analysis Of China Theme Park

While the global economy appears a decline tendency, the tourist industry still maintains a rapid growth as being regard as a'sunrise industry'. To be a new-style modern tourism resource, the development of theme park has drawn a lot of attention since before. It becomes popular to set up theme park in China since the first theme park—'Splendid China'open in September of 1989 in Shenzhen. There are many problems have been met during the 20 years development of theme park. For instance, the simplex product, out-dated marketing concept and incorrect marketing strategy. Since the reasons have been mentioned above, most theme parks are facing the situation of loss and close down. According to this phenomenon, this article contributes the relevant theory and experience about marketing strategy of theme park. And through the spot investigation and questionnaire of Shijingshan Amusement Park, this report is aim to point out some recommendations of marketing strategy which may promote the long-term development of Shijingshan Amusement Park based on the analysis of its development and tourist situation. At the same time, explore the theme park marketing strategy, as many industry reference.There are six chapters in this report. First one is the introduction which briefly describes the background and importance of the report. It also contains the thinking, structure and method of research. Second part concentrates on the introducing the theory system of the theme park marketing strategy by the document literature research. The third part points out some useful experience and inspiration by the analysis of the theme park development procedure worldwide. The fourth part focuses on the marketing strategy analysis of theme park. The fifth part contributes the case of Shijingshan Amusement Park and questionnaire to point out the recommendations from the perspective of marketing strategy. The last part concludes four marketing strategy which fit the theme park in China.