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A Research on Marketing Strategy of "Fantasy World" Zhuzhou Huaqiang Theme Park

Author: GuLiCheng
Tutor: GaoQingSong
School: Xiangtan University
Course: Business Administration
Keywords: Theme Park “Zhuzhou Fantasy World” Marketing Strategy
CLC: TU986.3
Type: Master's thesis
Year: 2012
Downloads: 314
Quote: 0
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Abstract


With the rapid development of the social economy, people put forward higherrequirements on their life quality. Outside activities have become many people’schoice of vacation.Theme park, as a special kind of entertainment, attracts visitors of different strataand all ages with its participation and entertainment. It has become one of the keyelements of the modern tourism industry. In2008, the Changzhutan urbanagglomeration becomes a nationwide resource-saving and environment-friendlysociety comprehensive reform pilot area. This is an opportunity to attract foreigninvestment and attract many companies to investment in Zhuzhou. The large-scaletheme park of “Zhuzhou Fantasy World”, constructed by Huaqiang Corporation, hasbrought the tourism industry in Zhuzhou Yunlong a new atmosphere. But as anew-building tourism project of inland cities, the brand awareness and the reputation“Fantasy World” need to be enhanced. The most important issue of HuaqiangCorporation is to do a good job of marketing planning and take an appropriatemarketing strategy, to build “Zhuzhou Fantasy World” becomes most attractiveamusement brand in Hunan region. This is also related to the future of the projectprospects for development. The thesis put “Zhuzhou Fantasy World” as the researchobject, studies its present marketing situation, reveals the problems existing in themarketing strategy, draws lessons from the theme parks’ common experientialmarketing, brand marketing, relationship marketing theory at home and abroad, givethe project marketing environment the “SWOT” analysis. Based on the abovemeasures, the thesis proposes the optimization program for the project marketingstrategy from the four dimensions of product strategy, pricing strategy, channelstrategy, promotional strategy. In order to ensure the successful implementation of theoptimization program, the thesis put forward relevant proposals from the perspectiveof the project owners Huaqiang Corporation and Zhuzhou municipal government. Atlast, the thesis raises some relevant suggests on strengthening the project managementfor project owner Huaqiang Corporation, and on giving the policy support for projectlocation Zhuzhou municipal government. It will make sure the optimization programsuccessful implemented.The thesis includes six chapters. The first chapter gives the research background, research significance, research contents and research methods. The second chapteroutlines the research situations in and abroad, and introduces the underlying marketingtheory. The third chapter analyses the tourism marketing present situation of “ZhuzhouFantasy World”. The fourth chapter describes the optimization program. The fifthchapter gives some relevant suggests on strengthening the project management forproject owner Huaqiang Corporation, and on giving the policy support for projectlocation Zhuzhou municipal government. The sixth chapter is conclusion,summarizing the previous analysis and giving an outlook to further study.

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