Research On Marketing Strategy Of FX Theme Park

According to the National Tourism Data Center's "Travel Market and Comprehensive Contribution Data Report for the Year 2017",the number of domestic tourists in China in 2017 was 5.01 billion,an increase of 12.8 percent over the same period last year;the total number of inbound and outbound tourists was 270 million,an increase of 3.7 percent over the same period last year;and the total revenue of tourism reached 5.40 trillion yuan,an increase of 15.7 percent.1%.The prosperity and development of tourism stimulated a new round of domestic tourism product investment climax.As a new,unique and modern tourism product,the development of theme parks is also facing new opportunities.Especially with the increasing demand for individualization and cultural connotation of tourism products,people have put forward higher requirements for product development and marketing innovation ability of theme parks.As the largest amusement park in Northeast China,FX theme park covers the local market of Dalian,Heijiliao and other places,and has accumulated a lot of experience in operation.However,with the increasingly fierce market competition,it also meets some new changes and challenges in the development process,and needs to optimize the marketing strategy to improve.The effect of marketing efficiency is to deal with market competition and seize market initiative.This paper takes the marketing strategy of FX theme park as the research object,analyzes the opportunities and adjustments,advantages and disadvantages of the marketing work of FX theme park,summarizes and combs the existing marketing strategies of FX theme park from the four dimensions of product,pricing,channel and promotion by using 4Ps marketing strategy mix theory,and makes an in-depth analysis.The specific problems existing in its marketing strategy.On this basis,combined with relevant marketing theory knowledge,this paper puts forward the product strategy,pricing strategy,channel strategy and promotion strategy of targeted solutions,and finally from the personnel training,marketing concept introduction and information platform to build three angles of marketing strategy implementation guarantee,with a view to FX theme park camp.Marketing strategy lays the foundation for implementation.