Research On The Marketing Strategy Of Historical And Cultural Theme Park In China

As results of the enterprise mechanism, product mix and function system problem, the marketing idea of Chinese historical and cultural theme park still paused in the conservative sales idea relatively, which has restricted its sustainable development seriously. Therefore if a historical and cultural theme park wants to get the sustainable competitive power, it has to strengthen its marketing and product image; arrange the resources reasonably, make the plan carefully and create the demand as much as it can.This article use the marketing theory of 4P (product, price, promotion, place), the STP (market subdivides, target market and market localization), simultaneously use the related marketing theory about the marketing characteristic of service product , and then as well as 4C (customer, cost, convenience, communication) and 4R (relativity, reaction, relationship, retribution), through the method of both theory and practice analysis, with the analytic method of PEST , SWOT and so on . We will introduce the strategy from four aspect: product, price, promotion and place. In carries on the summary analysis about the present situation of the historical and cultural theme park, then based on the analysis of its macroscopic and microscopic environment, we will analysis its marketing demand and choice with its goal customer, and attempts to explore suitable marketing combined strategy system for our country's historical cultural theme park. Finally we will take the Xi'an Tang Paradise -a classics historical and cultural theme park as the research case to carry on the empirical analysis, appraises the good and bad points of its marketing combined strategy by enriches the research content of historical and cultural theme park's marketing strategy. We think the project of its marketing combined strategy can not realize in a short time, it needs to catch the theme all the time and use marketing strategy creatively.The research of this article has proposed some innovative marketing strategy related, and it is helpful in explaining the difficult position of our country's historical and cultural theme park, finally it provided the development strategy for the historical and cultural theme park management, which has the practice significance enormously.