Ningbo Harborland Theme Park Marketing Strategy Optimization Research

With the sustainable development of society and economy,tourism becomes daily relaxation and leisure behavior increasingly through constant progress of their income level and consumption consciousness.Type amusement theme park as a key to experience the excitement and emotion tourist attractions,is very popular among tourists and the development prospect is broad.With the rise of amusement theme park and the homogenization phenomenon is serious,,a few even more amusement theme parks gradually appear in the same area,forming the direct competition and fighting for market.In such a situation and competitive environment,in addition to construction planning and in contrast,marketing strategy formulation and optimization is also crucial.They should combine their own characteristics to adjust their strategy and fine division of target market,even because of the change of market demand,and then open up broad marketing channels,tourists favorite products,to provide high quality service,to achieve sustainable and healthy development of the park.The paper regards Ningbo harborland theme park as the research object.We find the paradise of the insufficiency in marketing strategy through park development course,present situation and marketing strategy analysis,marketing strategy of other domestic theme park comparative analysis.Then we Propose the paradise in the target market,product,promotion and the optimized plan for the region as a whole,etc,and from the brand management idea,service quality,the external environment,partners and other point of the plan implementation safeguard measures.There are seven chapters in full.The first chapter mainly introduces the research background,the path,the method and so on.The second chapter introduces the theoretical basis of the research,and analyzes the current research status at home and abroad.The third chapter analyses the development present situation and the marketing strategy of Ningbo harborland theme park.The fourth chapter combines current marketing strategy of Ningbo harborland theme park with other domestic theme park.The fifth and sixth chapters put forward the marketing strategy of optimization scheme and guarantee measures.The seventh chapter summarizes the analysis,and discusses the next step.