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Research on Marketing Strategy of SUN ASIA DINOSAURS LEGEND

Author: ZhangZuo
Tutor: LuXiaoLi
School: Dalian University of Technology
Course: Business Administration
Keywords: Tourism industry Tourism products Marketing strategy Marketingchannels
CLC: F592.6
Type: Master's thesis
Year: 2013
Downloads: 5
Quote: 0
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Abstract


Tourism industry is a sunrise industry. It plays a very important role in national economic development. With the vigorous development of tourism industry, the problems in tourism industry have also be gradually revealed, such as the scenic area management isn’t in place and the supervision system isn’t perfect. These are the reason why Chinese tourismmarket competitiveness is still weak. Themarketing system and the marketing strategy of tourism enterprises are not perfect, which still restrictsthe competitiveness promotion of tourism product market. Researching on the marketing strategy of tourism products.has a very important significance for improving the market competitiveness and tourismmarket competitivenessof Chinese tourism company.In this paper, Sun Asia Dinosaurs Legend (shorter form "Dinosaurs Legend") is the subject, which operated by Dalian Sun Asia tourism holding limited company Ltd(shorter form "Dalian Sun Asia"). Firstly, analyze the operating conditions of Dinosaurs Legend, finds out the problems existing in the operation, and analysis the reason of these problems deeply. Then, analyze Dinosaurs Legend’s business development environment, including the external environment and internal environment, and analyzes Dinosaurs Legend’s advantages, disadvantages, opportunities, threats with SWOT analysis method. The third, analyze Dinosaurs Legend’s target market through analyzing the market positioning. Fourthly, use7P marketing theory to analyze and mix the marketing strategy of Dinosaurs Legend and formulate strategy implementation safeguard measures.This paper tries to through analyzing the current situation of Dinosaurs Legend marketing strategy, sums up the tourism project problems in the marketing strategy combination, especially the new tourism projects. Use the marketing theory, market economic theory,etc. to solve these problems. Give the choice for tourism marketing strategy.

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CLC: > Economic > Tourism economy > China 's tourism industry > Organization and management of tourism enterprises
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