Research On Marketing Strategy Of XX Theme Park In Qingdao

With the rapid development of China’s economy and the continuous growth of people’s income level,the domestic tourism market presents a growing trend.Tourism has become a way of leisure.Therefore,the prospect of China’s theme park market is considerable.As an earlier comprehensive theme park in Qingdao,XX theme park has enjoyed a high reputation in Qingdao and its surrounding cities after ten years of development.However,with more and more investors entering into the theme park market,the competition in the theme park market is more and more fierce.The original marketing strategy of Qingdao XX theme park is subject to many limitations,which makes it difficult for Qingdao XX theme park to occupy more market shares in the increasingly fierce competition environment.Therefore,how to adjust and optimize the existing marketing strategy has become the most urgent task of Qingdao XX theme park.This paper expects to change the marketing situation of XX theme park in Qingdao through the optimization of its marketing strategy,in order to provide help for its development and help it occupy more market share in the increasingly fierce competition environment.Based on the idea of putting forward questions,describing the current situation,revealing problems,analyzing problems,and putting forward suggestions,this paper uses literature research,quantitative analysis and case analysis to study the marketing strategy of XX theme park in Qingdao.Through this study,the main conclusions are as follows:(1)through the analysis of the current implementation effect of the marketing activities of XX theme park in Qingdao,it is found that the sales volume of its main products has declined significantly,while the competitors have not.Furthermore,both the unit and the external consulting agencies hold an optimistic evaluation;(2)through the analysis of the problems existing in the marketing of XX theme park amusement projects in Qingdao,it is revealed that there are problems such as insufficient product richness,unreasonable product pricing,blocked marketing channels and unscientific promotion methods,which not only damage the marketing of XX theme park in Qingdao to a certain extent The results also make it difficult to form a significant competitive advantage in the market;(3)based on the analysis of the causes of the problems existing in the marketing of the amusement projects in XX theme park in Qingdao,the problems are caused by the ignorance of the science and technology and fashion of the amusement projects,the failure to form the pricing that fits the product life cycle,the lack of understanding of the marketing characteristics in the Internet era,and the weak promotion investment in the mass customer group The main reasons are as follows:(4)in order to formulate the marketing strategy of amusement project of XX theme park in Qingdao scientifically,XX theme park in Qingdao should improve its marketing products,marketing pricing,marketing channels and promotional activities,complete the product upgrading with technology empowerment,create differentiated products with optimized services,integrate resources and build independent brands,explore the product life cycle pricing,demand-oriented pricing and competition Competition oriented pricing,strengthening direct channels,controlling indirect channels,increasing image publicity of theme park,strengthening promotion to individual customers,increasing promotion interaction activities in the park,and vigorously developing network promotion activities.