The Theme Orientation Of Weiyang Lake Recreation Park For Comprehensive SPA (Spring Pure Air) And It's Relative Research

The average operations of theme parks in China are fairly poor although such parks have experienced a rapid growth during the past years. With further development of leisure enconomy , the new round competition of theme parks have appeared in China. These parks which have no clear orientation of theme, no clear characteristic, no advanced management and without good marketing strategy are facing the eliminate dangerous. So the urgent and instant reform need be operated to these parks. Xi'an Weiyang Lake Recreation Park ,after more than 10years development ,has faced ageing problem which made it can't adapt present market demands, but meanwhile there is an opportunity followed with subway construction and North moving of the government administrative center. To grasp this opportunity, we did relative research for the reform to Weiyang Lake Recreation Park under the requests of Xi'an Weiyang tourist Management Committee in it's development zone.The paper summarized the theme parks and tourist marketing theories from international to domestic. It started with the developing station from international, analyzed the developing station and management problems to the theme parks in China, set the reform to Weiyang Lake Recreation Park as an example and gave all-round analysis to Weiyang Lake Recreation Park developing station and it's resources environment. The paper combined with the great marketing demand for the SPA recreation, and used "SWOT" analyzed way proofed that the comprehensive orientation theme of Weiyang Lake Recreation Park Reform is a scientific ,reasonable and practical way. Based on the theme orientation, the paper subdivided the Weiyang Lake Recreation Park 's marketing, connected with each subdivided market characters and it's analysis for the factors that influenced tourist strategy, and established the target market and the orientation under "the Comprehensive SPA" theme on Weiyang Lake Recreation Park. According to this orientation of the theme and market, we use 4Ps and 4Cs theories to deeply analyze the market strategy under "the comprehensive SPA" theme. With this theme orientation, we can guarantee to push the Weiyang Lake --the new brand to our target market.