Research On Marketing Strategy-Theme Park Project Of Shenyang HQFT Company

The report of the 20 th National Congress of the CPC pointed out: "We will improve the modern cultural industry system and market system,and implement the strategy of leading major cultural industry projects.We will strengthen the protection of cultural relics and cultural heritage,strengthen the protection and inheritance of history and culture in urban and rural development,and build national cultural parks.We will continue to use literature to shape tourism and travel to complement literature,and promote the in-depth integration of culture and tourism." Culture is the soul of the theme park,the deep fusion of culture and tourism provides a new development path for the rapid development of the theme park industry in our country.With the development of economy,consumers have become more active in their pursuit of a better life,and the upgrading of consumption has stimulated the rapid development of the theme park economy.This paper takes shenyang HQFT company theme park as the research object,based on the analysis of shenyang HQFT company marketing status quo,on the basis of the theme park project,from the perspective of the analysis of the external environment and internal conditions,by PEST analysis,porter five methods of model analysis,find the shenyang HQFT company marketing problems in the theme park project currently,analysis its reason,And through SWOT analysis for Shenyang HQFT Company theme park project to provide feasible marketing strategy optimization plan.This paper is divided into six parts.The first is the introduction.This paper mainly expounds the background and significance of the research,sorts out and evaluates the related research status,and introduces the research contents,methods and innovations of this paper.The second is the introduction of related concepts and theoretical basis,mainly introducing 4P marketing theory and related market competition theory.Thirdly,it analyzes the internal and external environment of the theme park project of Shenyang HQFT Company,and analyzes the macro-environment,competitive environment,advantages and disadvantages of the marketing environment of the theme park project of Shenyang HQFT Company through PESF analysis,Porter’s Five Forces analysis model and SWOT analysis.Fourthly,the general situation and marketing strategy of theme park project of Shenyang HQFT Company are analyzed.Fifthly,it puts forward the marketing optimization strategy of theme park project of Shenyang HQFT Company,and puts forward the countermeasures and suggestions to solve the problems.Sixthly,itputs forward the safeguard measures for the implementation of marketing strategy,and gives suggestions on talent safeguard strategy,marketing capital investment and technical support.