Marketing Strategy of Theme Parks(The Success of Happy Valley)

摘要:主题公园是现代旅游业在旅游资源的开发过程中所孕育产生的新的旅游吸引物；是以特有的文化内容为主体，以现代科技和文化手段为表现，以市场创新为导向的现代人工景区；是集诸多娱乐内容、休闲要素和服务接待设施于一体的现代旅游目的地。

随着我国旅游业规模的迅速扩张,旅游景区的竞争日趋激烈,旅游市场营销已成为景区抢占市场、提高核心竞争力的重要手段。深圳欢乐谷自2006年以来连续2年跻身亚太地区主题公园十强行列，成为中国主题公园的领跑者。欢乐谷是中国经济、中国旅游业迅猛发展的见证者和受益者。之所以欢乐谷在日益激烈的旅游市场竞争中立于不败之地,是因为欢乐谷没有固守坐等客来的传统营销方式,结合欢乐谷自身条件和区位优势,抓住机遇,开拓创新,在市场上抢占先机。欢乐谷面对变幻莫测的旅游市场,除巩固已经成熟的市场外,还顺应旅游市场发展趋势,开拓新的市场，遵循市场规律,适时调整营销策略。

此次毕业设计，以深圳欢乐谷作为研究对象，具体探讨主题公园中所包含的营销策略知识，从主题公园的各种营销手段中提取可借鉴的因素，通过对P&C系统中4Ps的具体探讨，研究深圳欢乐谷成功的营销手段。

关键词：欢乐谷，营销组合，产品，价格，渠道，促销

Abstract:Theme parks grew out of the tourism development, which collect culture and technology.Theme parks are modern artificial scenic and based on market innovation. With the development of tourism in our country and the growing competition among scenic spots,tourism marketing has become an important instrumentality of market occupancy and competition elevation. Since Happy Valley opened, Happy Valley became one of the best theme parks in Asia. Happy Valley is the witness and beneficiary of China financial and tourism development. The reason Happy Valley won in the tourism competition and seized the opportunities is to combine Happy Valley’s advantage condition and area ascendancy, and catch the opportunities. Facing the unpredictable tourism market, Happy Valley not only consolidates its status in the market but also conforms to the trend of market development to exploit the new market. Happy Valley obeys the market rule and adjusts the marketing in time.

In this project, Happy Valley is taken as an object to study on the marketing strategy of theme park and to analysis the P&C system.

Key words: Happy Valley; Marketing mix; Products; Price; Place; Promotion