摘要
随着我国社会经济的持续快速发展、人们收入水平的不断提高、消费意识的不断加
强，外出旅游越来越成为人们日常的放松和休闲行为。游乐型主题公园作为重要的能体验
刺激和宣泄情绪的旅游景点，深得游客的青睐，发展前景较为广阔。但随着各地游乐园的
兴起，同质化建设现象比较严重，同一区域中，逐渐出现几个甚至更多的游乐型主题乐
园，形成直接的竞争，争夺同一市场。在如此现状和竞争环境下，除了建设规划和投入对
比外，市场营销策略的制定与优化也至关重要。这些乐园需要结合自身特色，进而根据市
场需求的变动，适当调整自己的策略，精细划分目标市场，为乐园的发展开辟宽阔的营销
渠道，生产游客喜爱的产品，提供优质的服务，实现乐园的持续健康发展

论文以宁波凤凰山海港乐园为研究对象，通过乐园发展历程、现状及营销策略分析、
对比国内其他主题公园，得出乐园在营销策略中尚存在的不足之处，提出了乐园在目标市
场、产品、宣传和区域统筹等方面的优化创新，并从品牌经营理念、服务质量、外部环
境、合作伙伴等角度提出了保障措施

全文共有七个章节，第一章主要介绍了研究的相关背景、路径、方法等，第二章介绍
了一部分的理论基础，同时分析了国内外目前的研究现状，第三章对宁波凤凰山海港乐园
发展现状及营销策略进行了分析，第四章将乐园现行营销策略与国内其他主题公园进行了
分析比较，第五、六章提出了营销策略的优化方向和保障措施，第七章总结了分析的结
论，并对下一步研究进行了探讨和展望

关键词：主题公园，营销策略，优化-Ⅱ-
Ningbo harborland theme park marketing strategy
optimization research
Abstract
With the sustainable development of society and economy, tourism becomes daily relaxation and
leisure behavior increasingly through constant progress of their income level and consumption consciousness.
Type amusement theme park as a key to experience the excitement and emotion tourist attractions, is very
popular among tourists and the development prospect is broad. With the rise of amusement theme park and
the homogenization phenomenon is serious, , a few even more amusement theme parks gradually appear in
the same area, forming the direct competition and fighting for market. In such a situation and competitive
environment, in addition to construction planning and in contrast, marketing strategy formulation and
optimization is also crucial. They should combine their own characteristics to adjust their strategy and fine
division of target market, even because of the change of market demand, and then open up broad marketing
channels, tourists favorite products, to provide high quality service, to achieve sustainable and healthy
development of the park.
The paper regards Ningbo harborland theme park as the research object. We find the paradise of the
insufficiency in marketing strategy through park development course, present situation and marketing strategy
analysis, marketing strategy of other domestic theme park comparative analysis. Then we Propose the
paradise in the target market, product, promotion and the optimized plan for the region as a whole, etc, and
from the brand management idea, service quality, the external environment, partners and other point of the
plan implementation safeguard measures.
There are seven chapters in full. The first chapter mainly introduces the research background, the path,
the method and so on. The second chapter introduces the theoretical basis of the research, and analyzes the
current research status at home and abroad. The third chapter analyses the development present situation and
the marketing strategy of Ningbo harborland theme park. The fourth chapter combines current marketing
strategy of Ningbo harborland theme park with other domestic theme park. The fifth and sixth chapters put
forward the marketing strategy of optimization scheme and guarantee measures. The seventh chapter
summarizes the analysis, and discusses the next step.
Keywords: the theme park， marketing strategy， optimization目 录
1 绪 论...... 1
1.1 选题的背景与意义 ....... 1
1.1.1 选题的背景 ........ 1
1.1.2 选题的意义 ........ 1
1.2 研究主要内容、方法和思路... 2
1.2.1 研究的主要内容 2
1.2.2 研究的方法 ........ 2
1.2.3 研究思路. 2
1.3 论文的难点和创新点... 3
1.3.1 论文的难点 ........ 3
1.3.2 论文的创新点 .... 4
2 主题公园营销的相关概念及理论综述 ......... 5
2.1 主题公园与主题公园营销的概念 ...... 5
2.1.1 主题公园的概念 5
2.1.2 主题公园营销的概念.... 5
2.2 主题公园营销的相关理论分析 .......... 6
2.2.1 体验式营销 ........ 6
2.2.2 关系营销. 7
2.2.3 品牌营销. 8
2.2.4 深度营销. 9
2.3 国内外主题公园营销研究文献综述 10
2.3.1 国外学者关于主题公园营销的研究. 10
2.3.2 国内学者关于主题公园营销的研究. 11
3 宁波凤凰山海港乐园发展现状及营销策略分析... 15
3.1 宁波凤凰山海港乐园概况..... 15
3.2 宁波凤凰山海港乐园的发展现状及竞争分析 ....... 15
3.2.1 发展历程及现状分析.. 15
3.2.2 城市及交通分析.......... 16
3.2.3 竞争环境分析 .. 17
3.3 宁波凤凰山海港乐园现行的营销策略........ 17
3.3.1 目标客户主打旅行社团队 ..... 17
3.3.2 产品内容侧重“海港”特色...... 183.3.3 “逢节必过”的促销手段........... 18
3.4 现行营销策略存在的问题及原因分析........ 19
3.4.1 目标市场集中定位还不够清晰...
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