Research On The Operation Strategy Of Taishan Yalong Bay Water Park

Tourism is an effective means of developing the economy,increasing employment and meeting the people's growing needs for a better life.Tourism is an important industry to improve people's living standards.At present,the national economy is running smoothly,the residents' travel ability is constantly improving,and the people's requirements for tourism quality are also constantly improving.By using modern technology and cultural means,the theme park meets the diverse leisure and entertainment needs of tourists.The water park projects,which combine summer cooling and hydrophilic entertainment,have sprung up in recent years.Established in 2011,Taishan Yalong Bay Water Park is a third-generation theme park located in Taishan District,Tai'an City,Shandong Province.At the beginning of the project,it brought visitors an extraordinary summer experience.With the passage of time,more than ten water park projects have been built within 150 kilometers,which gives tourists more choices,but also makes the tourist source competition more and more fierce.Through literature research,questionnaires,interviews,comparative analysis and other research methods,this paper analyzed the operating environment,development process,word-of-mouth evaluation,the composition of tourist sources and tourist characteristics of Taishan Yalong Bay Water Park,and found the advantages of abundant and light assets operation and also the problems of imperfect corporate structure,non-continuity of operating policies and aging equipment.This paper adopts PEST analysis method,3C strategic triangle model and SWOT analysis method to analyze its business environment and internal conditions.Based on the analysis results,it is suggested to apply contraction strategy and differentiation strategy.From the perspectives of human resources,marketing means,games,prices and other dimensions to shrink & stabilize,and to enhance the differentiation of services and products.Through service training and performance appraisal,employees' service awareness will beimproved.And the satisfaction of tourists will be improved by adjusting and setting up new games and increasing catering types.By improving the company's governance structure,reducing ticket prices appropriately,training and introducing marketing professionals,and strengthening human resources advantages,the marketing target of 200,000 tourists will eventually be achieved,and it will also make the water park become a must-visit place for local leisure and heat dissipation.