Research On Marketing Strategy Of Varna Historical Theme Park In Bulgaria Based On Five Force Model

Nowadays,with the rapid growth of the global economy,all walks of life are booming.The improvement of the economic level and living standards has made people around the world demand higher quality of spiritual life,which is followed by tourism consumers.The base has been expanding and the tourism industry has developed rapidly as a “sunrise industry”.The theme park,as a modern concept of the tourism industry,was born in the eighteenth century.It combines the concept of modern high-tech and multi-level activities to make people feel refreshed.However,in the development of the theme park for more than 60 years,various issues such as the theme of boring theme,single tourism products,scarcity of tourism resources,improper marketing strategies,lack of publicity,low brand effect,etc.,make most theme parks facing The hardships of making ends meet,losing money and even closing down.Under such a background,this thesis conducts an in-depth analysis of the actual situation of the Varna theme park in Bulgaria on the basis of reading a large number of related topics and related literatures on marketing strategies and the development of domestic and international theme parks.The formulation of marketing strategies provides reference recommendations to promote the development of the Bulgarian tourism industry.This thesis is divided into five chapters,which are roughly divided into three parts.The first part is the introduction.This chapter mainly makes the research back,the research significance,the research status at home and abroad,the review,the research content and the research methods.Simple presentation and analysis.The second part mainly expounds the theme park and Porter’s five-force model,and gives an overview of related concepts and theoretical basis.The third part mainly analyzes and proposes feasible five-force analysis of the Varna historical theme park in Bulgaria from the five aspects of bargaining power of suppliers,bargaining power of buyers,threat of new entrants,threat of substitutes and analysis of competition degree.Highly innovative and innovative marketing strategy.Finally,the conclusion of the article concludes.