Optimum Research On The Marketing Strategy Of Changying Global 100 Fantasy Park

In the past three years,the tourism and cultural system of Hainan Province has taken promoting the construction of free trade port in Hainan free trade zone as the main line.The economic development of tourism and cultural industry in Hainan Province has shown a good trend of overall stability and steady improvement of quality,and the competition of cultural and tourism industry has gradually intensified.Changying Global 100 fantasy park is a key project of cultural and tourism industry in Hainan Province and the first movie theme park in Hainan and even Southeast Asia.Under the background of Hainan’s vigorous construction of free trade port,both macro economy and micro economy are favorable factors for the development of theme park.Changying should have achieved better marketing effect,but now it is facing the situation of decreasing the number of tourists and market share.It is difficult for the park to achieve the established marketing objectives and profit indicators,and can not meet the expectations of tourists for theme park.Therefore,how to improve the marketing strategy and increase the market share of Changying has become an urgent problem to be solved.Based on the theory of marketing,this thesis analyzes the marketing environment and effect of Changying Global 100 fantasy Park,and finds out the problems in marketing strategy one by one according to 4P theory in marketing discipline.By studying the successful marketing experience of other theme parks,this thesis provides suggestions for Changying to improve its marketing strategy in the future with the purpose to increase its market share and regain competitiveness.