Research On Marketing Strategy For The Jiangnan Park In Jilin City

Unifies the Jilin Jiangnan park the actual situation, is clear about the Jiangnan park marketing objective, the goal and the marketing strategy design, strives for the development regarding the Jilin Jiangnan park in the intense market competition, realizes self-surmounting, the strengthening competitive advantage, has the important reference value and the practice significanceThe full text is divided five parts.First, Jilin Jiangnan park and botanical garden service marketingThe JilinJiangnan park builds in the Guangxu Dynasty, in 1956 official opening to the outside world, for the whole city comprehensive park, is in the province enjoys a good reputation with Northeast wins one of parks. The Jilin Jiangnan park's development benefits from the below advantageous condition: Convenience transportation; Ideal geographical superiority; Sincere historical culture; Joy person's ecological environment; Defined development mentality.The urban botanical garden service marketing is the botanical garden operator through provides high grade for the general tourists visits a park the entertainment to serve, meets the tourist need, and expands the market unceasingly through the high quality service, forms the botanical garden income to increase the interactive mutual benefit positive cycle situation Jiangnanwhich is redundant with the tourist plays, realizes the botanical garden development satisfied altogether to win the aspect with the tourist. The urban botanical garden service marketing's nature performance is: With is engaged in other services the service industry to compare, the urban botanical garden service marketing's nature is the public welfare, the non-beneficial marketing, what the urban botanical garden provides is the public welfare service; The urban botanical garden service belongs to the visible service which and the invisible service unification provides to the human; The urban botanical garden service transmission belongs to the high contact service.Urban botanical garden service marketing characteristic: The tourist does not obtain to the urban botanical garden service property rights; The tourist participates in the service producing and transmitting the process; Personnel frequently as a product part; The urban botanical garden service is easy to dissipate, cannot store up.Second, Jilin Jiangnan River park marketing environment analysisRegarding Jilin Jiangnan River park external environment analysis including macroscopic environment analysis and industrial environment analysis. Macroscopic environment analysis including social humanities environment, natural environment and economic environment. in 2007 the Jilin area total output value grows 38.3%, the financial revenue grows 53.8%, the city peoples average per person may control the income to grow 23%, the farmer average per person net income grows 12.4%, was the recent years growth rate is biggest, the populace to profit most years, was the park management development has provided the formidable power and the support. Industrial environment analysis including industrial competition strength analysis, industry supplier analysis, buyer condition analysis, potential entrant analysis and substitute analysis Jilin Jiangnan River park SWOT analysis. Superiority analysis: The Jilin Jiangnan River park good communications, the way is diverse; The product has the originality; Jilin is the ecological environment quality high area, the natural landscape had certain popularity; Jilin has integrated in the tourist map as the state-level key scenic spot area. Inferiority analysis: North Jilin is situated, the busy season and the off season scale-up factor is too small; The JilinJiangnan River park's popularity is not very high; Jilin's source of tourists market mechanism is not ideal, the first-level source of tourists market's source of tourists proportion is small; The park construction funds are insufficient; The traveling development, the management and the service human resources lack. Opportunity analysis: Jilin is the emerging tourist city, the government takes the tourism the development; in 2008 the Olympic Games Beijing applies for successfully, brings the good opportunity for the JilinJiangnan River park. Threat analysis: The Jilin existing park and the traveling scenic spot form the direct competition to the jiangnan River park; The first-level source of tourists market is not very stable, therefore is big to the second-level source of tourists market and the third-level source of tourists market's dependence.Therefore, the JilinJiangnan River park should adopt marketing strategy: Insisting that take the market as the guidance; Strengthens the region cooperation, advances the union promotion positively; Strengthens the marketing environmental monitoring and the feedback mechanism Third, JilinJiangnan River park service objective and market localizationJilin Jiangnan River park service objective and management idea. The Jilin Jiangnan River park insisted throughout"provides fresh for the customer, graceful, comfortable visits a park the environment, as well as is safe, is convenient, the feature fun visits a park the facility, creates the customer physical and moral integrity"for the objective is the Jiangnan River park service objective and the management idea. From this proposes the Jiangnan River park service four heart type service idea: Environment - - enjoyable, the service - - intimate, safe - - felt relieved, price - - gratifying. The Jilin Jiangnan River park's concrete market segmentation is as follows: According to geogen segmentation: Divides into the domestic source of tourists market and the international source of tourists market; According to population and society after economic agent segmentation: Divides into the family travel market and the organized travel market; According to expense age factor segmentation: Divides into the middle-aged market,"has leisure richly"silver-haired race market and child, young people market; According to expense time factor segmentation: Divides into weekend tours the market and the gold week market; Profits the factor segmentation according to the customer: Divides into morning calisthenics' customer market and the child studies the market.The Jiangnan River park must take"the green ecology characteristic animal park"own localization and the unique selling point. Seeks for the Jiangnan River park with its peripheral park difference, and acts according to these differences, chooses the appropriate localization method and the strategy, sets up the Jiangnan River park own brand image, obtains the advantageous competition status.Fourth, Jilin Jiangnan River park marketing strategy designThe Jilin Jiangnan River park's service product design must carry on from two aspects: The Jilin Jiangnan River park's core product take the green botanical garden as the subject, the service content includes: Animal watching and performance; Amusement facility and project; The large-scale entertainment program like in October garden party and the Jiangnan River park views the flowers the festival; Dining service; Shopping service and unique exercise yard. The Jiangnan River park's supplement product respectively is: Information consultant; The service demonstrated; Touch of humanity service; Purchase and reservation; Pays money and pays up; Service transmission; Communication and feedback; Special service.The Jilin Jiangnan River park's service environment and the facility construction should consider fully takes the resident rest and recreation place the request, prominent public welfare nature. The essential factor complete, the rational distribution, the union present situation condition makes the integrated design to the Jiangnan River park.The Jilin Jiangnan River park's retailing promotion strategy retails channel's design including the promotion strategy and the sale. The Jiangnan River park should widely establish the sale strategic alliance, develops positively retails the channel: Establishes the strategic alliance with the large-scale specialized traveling company, like the Jilin China International Travel Service, the Spring and Autumn Period travel agency and so on, carry on the recommendation to the Jiangnan River park scenic area; Attempt with Jilin's other characteristic park establishment strategy cooperation, if implements the token system; Widely the travel agency strengthens the cooperation with the province inside and outside, yields profit fully in the travel agency, transfers its tourist scenic zone project recommendation the enthusiasm; Enters the universities and technical institutes colleges and universities, the middle school to propagandize, draws the popular science entertainment crowd the enrollment in preschool expense; Takes advantage of somebody's authority the propaganda in the regional convention activity, molds the Jiangnan River park the superiorityFifth, Jilin Jiangnan River park marketing strategy implementationMainly includes the Jilin Jiangnan River park brand making, staff's drive and the achievements inspection, the Jiangnan River park enterprise culture construction, the Jiangnan River park interior mechanism and the operational mechanism reform four aspects works.