Domestic Marketing Research Of Ocean Park Hong Kong Based On The 4P Theory

With the fast growth of Chinese economy and improvement of living standard, the theme park as a new type of travelling leisure product, has become a main destination for relaxation and recreation. There is a fast expanding of the number of theme parks in China bringing a constantly growing fiercer competition. We see a growing number of researches on theme parks and some of them discussed about Ocean Park Hong Kong.As the first winner in the whole Asia of the title ‘Applause Award’ which is widely known as the Oscar award in the international theme parks, Ocean Park Hong Kong is greatly recognized by the theme parks and tourist spots all around the world, from its management, operation, and creative achievements. In the face of the fierce competition, it is proud of the Ocean Park Hong Kong that won Applause Award. Therefore, it also has typical significance on the Ocean Park Hong Kong‘s research.The previous researches mainly focus on the Ocean Park Hong Kong’s success competition over Disneyland Hong Kong, the success in branding, strategy, and marketing. Among these researches on theme parks, many set Ocean Park Hong Kong as the standard example case and emphasize the reference to other theme parks. We see there is a lack of analysis on the opportunities and challenges of the marketing in domestic Mainland China for Ocean Park Hong Kong. Based on the 4P theory and work experience of the author in Ocean Park Hong Kong and combined with the existing researches on theme park and scenic spot marketing, 4P strategic optimization suggestions are proposed through literature and SWOT analysis. A unique way was adopted to give an elaborate analysis on current domestic marketing situation in China and the author provided his suggestions in the thesis on future development in hope of benefiting Ocean Park Hong Kong and being a useful attempt for other theme parks.