Study On Marketing Strategy Of China Dinosaur Land

With the rapid growth of China's economy and the continuous improvement of people's living standards,theme Land,as a new type of tourism and leisure products,has gradually become one of the main leisure and entertainment modes.At present,the content and form of theme parks in China are becoming more and more homogeneous,which makes theme Lands fall into a vicious circle.In order to maintain competitive advantages,major theme Lands must change their strategic positioning and marketing strategies to meet the needs of tourists in leisure and entertainment.As a national theme Land brand rising in the third-tier region south of the Yangtze River,China Dinosaur Land has passed its nineteenth birthday.Apart from facing the strong enemies of Shanghai Disney Park,Haichang Park,Wanda Park and Huayi Film World,it also has to face the late comers and solve the problems like how to deal with them and achieve healthy and sustainable development and how to determine the differentiated development strategy,synchronously formulate the differentiated marketing strategy and seize the initiative of market competition.Starting from the development of theme parks,this paper investigates the current marketing situation and marketing strategy problems of China Dinosaur Land,and uses PEST to analyze the internal and external development environment of China Dinosaur Land and the current situation.Secondly,Using SWOT analysis,it combs the advantages,disadvantages,challenges and opportunities of marketing,finds out the shackles of enterprise development and advantages of resources,and finds the right entry point for the formulation of marketing strategies.Finally,the marketing strategy of China Dinosaur Land is studied and analyzed by using STP theory to locate the target market.Among them,marketing strategy from the perspective of user experience,around the five dimensions of IP,products,pricing,channels,activities,marketing strategy formulation,the overall core is the differentiation and innovation of marketing strategy,so that channel business cooperation is more dynamic and valuable.Let visitors more intuitively understand the brand connotation of the Chinese Dinosaur Land,and get a greater sense of experience.In addition,this paper also puts forward safeguard measures from the aspects of organizational structure,Intelligent Tourism Marketing platform,soft power of scenic spots,financial guarantee,personnel training and so on,and strengthens the support and implementation of marketing strategy support system.All in all,through the analysis of the relevant situation of the Chinese Dinosaur Land and the actual development of the industry,aiming to help the Chinese Dinosaur Land enhance the core competitiveness of enterprises and brand value,this paper puts forward a marketing strategy combining various marketing methods,and makes a certain guiding significance for the sustainable development of enterprises.