Research On The Marketing Strategy Of The Theme Park In The Central Dream City

Theme park tourism ecosystem in a set of new,extraordinary and special products,said one of the modern tourism,while developing tourism as a "green industry" in the industry worldwide in also outstanding.In the development of modern tourism projects,and gradually formed a theme park this new tourism product,organically the various elements of cultural,recreational,scientific,and financial services in the theme park,with a unique charm.China's theme park development started with the development of the Shenzhen Overseas Chinese Town Window of the World,Happy Valley,and Splendid China and other projects,with the success of the above items,in the nineties began to form development boom,and gradually achieved good social and economic benefits double.However,with the influx of domestic investment theme park followers,content and form of the same phenomenon is increasingly prominent theme parks,theme parks make the competition between into a vicious cycle.Meanwhile,with economic development,improved quality of life,tourism products for tourists,especially for standard theme parks are slowly improving,demand is more diversified and personalized.Theme parks to maintain their competitive edge,we must do a good job in its own strategic positioning and marketing strategies with competitors vary based on the local tourism and cultural depth to explore the theme of "theming of experience,science-based,service and entertainment " square dig deeper,so that each element in the theme park's new,extraordinary and special,art,music,to meet the needs of tourists for leisure theme park,adventure,entertainment and so on.Nanchang is the capital of Jiangxi Province,it is one of the regional center of the city in Central China and the Yangtze River,the effective coverage radius of three hundred years tens of millions of potential visitors,but its tourism products rely mainly on cultural relics,mainly green,recreational classes theme park development is lagging behind.Jiangxi Dream City Group accurately grasp the opportunity gap in the market,the flow,the successful development and operation of the Magic Gourd Ganzhou,Nanchang and central Gourd Dream City theme park.With the rapid growth of the theme park Dream City's theme parks also face the pressure of market competition.How to respond to market competition,and the development of their own health,how to determine the different development strategies,with simultaneous development of differentiated marketing strategy,to seize the initiative in the market competition,these issues become the dream city of theme parks in urgent need of thinking of solving the problem.This article first elaborated the background and significance of this research topic,research status at home and abroad,research ideas and methods and features in this paper,research and innovation.Second,introduces the differentiation strategy related theory.(1)the differentiation marketing strategy theory is introduced;(2)strategic analysis tool is introduced,including the SWOT analysis,Boston matrix analysis,general matrix analysis,five model analysis and value chain analysis,etc.;(3)marketing tool is introduced,including product marketing strategy,pricing strategy,distribution strategy and promotion strategy,etc.Third,the central dream city differentiation marketing strategy analysis of the situation.(1)this paper introduces the general situation dream city and marketing present situation;(2)the dream city marketing environment the strengths,weaknesses,opportunities and challenges of analysis of the SWOT analysis.Fourth,to the central "dream city" theme park tourism marketing strategy is optimized.(1)the central "dream city" strategy of target market;(2)optimizing the central "dream city" product strategy,including optimization of central "dream city" the optimization of product positioning strategy and product strategy;(3)the central "dream city" marketing strategy to optimize price,mainly in garden project price positioning strategy and central "dream city" price adjustment and optimization scheme;(4)the "dream city" in central market channel marketing strategy optimization,including "dream city" in central market channel selection and the formulation and implementation of marketing strategy;(5)"dream city" promotion strategy optimization,mainly is the central "dream city" promotion strategy selection and formulation and implementation.Fifth,"dream city" theme park to optimize the marketing strategy of the implementation of the security,mainly(1)perfect the marketing system of the city of dream,dream city to set up marketing headquarters,dream city should continue to expand sales branches,a distribution of a capable team,etc.;(2)the dream city intelligent marketing platform,including ticketing system development,dream dream city wisdom city scenic spot electric business platform development,dream city wisdom electronic virtual scenic area development and wifi wisdom scenic area planning and development;(3)strengthen the dream city soft power,is primarily to strengthen dream city management,improve service levels and dream city sets up the brand awareness;(4)dream city should increase investment in marketing,city marketing budget mainly increase dream city financial management and standardize the dream;(5)the dream city to strengthen the cultivation of the talent,the focus is on the training of specialists in the field of marketing,and create a good environment for talents growth and the introduction of performance evaluation system,etc.Dream city theme park as long as do a good job related to implementing the development goals,can realize the sustainable and healthy development of the scene to provide beneficial reference for regional tourism in jiangxi province,make contributions to the development of theme parks in China.