An Empirical Study On Theme Park Combinatorial Marketing Strategy Of China

Tourism, as a pillar industry of national economy in China, is experiencing a vigorous growth. With the rapid development of the national economy and people's living standard, tourism has already become a major consumer choose of holidays. In order to meet consumer's varying demands, theme Parks in emerge in China as the time calls. Now the theme park has been in existence in China for more than 20 year, which had gone through rough ups and downs, and got successful experiences as well as the lessons of failure.Many scholars home and abroad research on the planning and design principles, site location, characteristics of the tourism market, tourists, business strategy, investment &income, life cycle and room competition of the theme park, but very few people focus on the combinatorial marketing strategy in theme park. The author believes that combinatorial marketing strategy is the correct implementation of any of the theme park's success. Theme park needs great investment, and returns on a longer cycle, combinatorial marketing strategy is the key factor in its operation and management process which is full of enormous risks and opportunities.This paper puts forward five dimensionalities hypothesis in theme park combinatorial marketing strategy based on existing marketing strategy and combines with the development of combinatorial marketing strategy. Then, this paper verifies hypothesis by the application of questionnaire and SPSS16.0, that is, there are five dimensionalities in theme park combinatorial marketing strategy, they are overall product strategy, discount pricing strategy, word-of-mouth marketing strategy, brand marketing strategy, as well as knowledge marketing strategy. In the end, this paper propose the detailed implementation of theme park combinatorial marketing strategy.