摘要：主题公园是现今公园重要支柱之一，它摆脱了传统公园的千篇一律。在公园中加入主题就像给公园注入新鲜血液，让人耳目一新。因此针对主题公园营销策略进行具体的分析，研究主题公园的起源、发展历程及营销策略。1998年在深圳开业的欢乐谷主题公园，这是较为成功的主题公园之一。欢乐谷主题公园采取的是“四轮驱动”的营销策略，这是根据游客对欢乐谷的喜爱程度，和欢乐谷接待的游客人数来设计的营销策略。但通过实地考察和网上查询发现欢乐谷仍有同质化严重、布局缺乏规划、价格过高且单一、促销力度不够等问题。同时针对这些问题也提出适当合理的解决方案，像制定个性、合理布局、开阔渠道、加强营销推广等建议。结合这次研究，可发现合理的规划和有效的营销策略是造就主题公园成功的重要因素。84492

毕业论文关键词：主题公园；营销策略；欢乐谷；问题; 对策

Research on the marketing strategy of Happy Valley theme park

Abstract: The theme park is an important pillar of today – in the park, get rid of the traditional park theme park is exactly the same, added to the master in the park   job in want to inject fresh blood into the park, refreshing。 Therefore , the specific branch of theme park for the theme park marketing strategy of the origin, development and marketing strategy。 The theme park, which opened in Shenzhen in1998, is one of the parks。 Happy Valley theme park to take a “four wheel drive” marketing strategy, which is based on the degree of tourists to the extent of the Happy Valley, and the joy of the number of tourists to design the design of the marketing strategy。 But through the field survey and online inquiry found that there is still a happy answer is serious, the layout of the lack of planning, the price is too high and the promotion is not enough and other issues。 According to this research, we can find a reasonable planning and effective marketing strategy is to create a theme park is an important factor in the success。     

Key words: Theme park; Marketing Strategy; Happy Valley; Problem; Countermeasure

目    录

摘要 1

Abstract 1

一、主题公园及市场营销相关概述 2

（一）主题公园起源及定义 2

（二）市场营销4PS理论 3

二、欢乐谷主题公园营销策略分析 4

（一）欢乐谷主题公园发展概况 4

（二）欢乐谷主题公园的营销策略 5

三、 欢乐谷主题公园营销策略存在的问题 6

（一）欢乐谷主题公园产品同质化严重、布局缺乏规划 6

（二）欢乐谷主题公园价格单一、门票过高 7

（三）欢乐谷主题公园促销方式缺乏创新、推广深度不够 7

四、欢乐谷主题公园营销策略提升意见 8

（一）打造产品个性、合理规划布局 9

（二）制定多元化产品价格、开拓收入渠道 10

（三）创新促销方式、加强营销推广 11

参考文献 13

致谢 14

欢乐谷主题公园营销策略研究前言