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Study on Market Positioning of Pingyin Rose Lake Wetland Park

Author: LiWei
Tutor: HuZhengMing
School: Shandong University
Course: Business Administration
Keywords: Wetland Park Market position SWOT analysis
CLC: TU986
Type: Master's thesis
Year: 2013
Downloads: 102
Quote: 0
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Abstract


In recent years, with the unceasing improvement of economic level, the tourism industry in China has obtained a high-speed development, become "forever sunrise industry","forever green environmental protection industry" and "catalyst of national economic promotion". Ecological tourism based on nature becomes the most popular tourism type at home and abroad. As effective carrier of ecological tourism, urban wetland park is becoming the hot topic of domestic ecological tourism projects. Local government and agencies owning wetland resources have been put wetland protection and construction of urban wetland park in the agenda of important work.Pingyin Rose Lake Wetland Park is located in northwest of PingYin, Jinan, Shandong. It has rich natural resources, unique topography and landform. In2011, with the approval of state forestry administration, Rose Lake Wetland Park has become one of the experimental units of national wetland park. The similarity of tourism resources in same areas contributes to fierce competition among urban wetland parks. Rose Lake Wetland Park is in the early development. How to make full use of the local environment and resources, and highlight the special features of Rose Lake Wetland Park to establish the competitive advantage is the major problem of investors.Rose Lake Wetland Park which is in the development stage is regarded as the study of research object in this paper. Firstly, the concept of wetland, constructed wetland, market positioning, and relative theory are introduced, and SWOT analysis method is given, both of which provide the theoretical basis of this paper. Secondly, the background and present situation of Rose Lake Wetland Park are illustrated, and the status quo of market, including the unclearly existing target group, lack of pertinence is analyzed. And then, the internal and external environment of and advantages and disadvantages Rose Lake Wetland Park are analyzed comprehensively. The target customer groups, market positioning, price, etc are given. Finally, countermeasures and suggestions of market positioning are put forward and conclusions are drawn on the basis of comprehensive analysis.The current paper analyzed the internal recourses and external condition of Rose Lake Wetland Park by SWOT analysis method. Market positioning theory was applied into study of Rose Lake Wetland Park to achieve competitive advantage. According to the results of the analysis, the countermeasures were developed and suggestions were provided. This study is intended to provide effective guidance advice for marketing strategy, project planning and construction of Rose Lake Wetland Park. Research thinking and method provided a certain reference value for study on market positioning of wetland park.

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CLC: > Industrial Technology > Building Science > Regional planning, urban and rural planning > Garden planning and construction
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