近几年伴随我国城市规模的逐步扩大，城市环境污染、居住环境恶化等问题逐渐增 多。居民对改善人居环境、提高生活质量的需求不断增加，以上需求倒逼政府利用财政 资金、社会资金进行大规模公园景区的投资建设。但分析已建成的公园景区的经营情况， 许多公园景区的经济和社会效益难以达到设想要求。如本文的研究对象济南植物园客流 稀少、连年亏损，营销类各项指标远未达到达预期目标。为解决该问题，经过对比分析 国内外学者的研究成果，本论文选取了产品生命周期理论、STP 理论、4P 理论对济南植 物园营销策略进行了优化。 本文采取了问卷调查、人员座谈、行业分析等形式汇总、分析济南植物园遇到的营 销问题，认为导致济南植物园营销问题的原因有四个方面：一是产品未能迎合顾客核心 价值需要，二是体制机制制约价格调整，三是低影响力导致分销系统萎靡，四是资源短 缺导致促销手段匮乏。基于以上分析结论本文认为应当重新进行市场定位分析。本文依 据 STP 理论选取了“亲子游科普教育市场”作为济南植物园的市场定位。同时基于济南 植物园的经营现状，本文从销售额、成本、利润率、购买者特质、市场竞争情况五个方 面对本公园景区产品生命周期所处阶段做了分析、判定，认为本公园正处于导入期。通 过对比其它公园景区产品生命周期发展历程，本文认为本公园的产品生命周期的研究阶 段应当包括导入期、成长期、成熟期。 基于以上结论，本文采用 4P 理论对济南植物园产品生命周期营销策略进行了优化， 得出了以下结论。在产品策略方面，导入期的公园应当进行低强度的产品结构调整，在 成长期应当进行核心场馆的开发建设，在成熟期应当进行衍生产业链的开发。在价格策 略方面，导入期应当探索公园的价格弹性，成长期应当优先使用二分法定价，成熟期逐 步采取单独定价策略。在分销策略方面，导入期建立以直销为主的多渠道分销体系，成 长期构建二元分销结构，成熟期构建一元分销结构。在促销策略方面，导入期实施低成 本促销，成长期采取最为激进的促销策略，成熟期采取稳定的促销策略。同时为了保障 公园营销策略的顺利实施，应当调整公园体制机制，首先采取渐进方式进行产权结构调 整，其次建立以营销部门为核心的治理结构，最终形成集团化的管理结构。 关键词：产品生命周期理论，STP 理论，4P 理论，营销策略山东建筑大学硕士学位论文 II ABSTRACT In recent years, China's urban scale have gradually improved, and the problems of urban environmental pollution and deterioration of residential environment have gradually increased. Residents'demand for improving the living environment and quality of life is increasing, which forces the government to make large-scale use of financial and social funds to invest in the construction of park scenic spots. However, it is difficult to achieve the desired economic and social benefits in many scenic parks by analyzing the operation of the built scenic parks. At present, the research object of this paper is Jinan Botanical Garden, which has a scarce passenger flow and consecutive years of loss. The indicators are far from the desired requirements. In order to solve this problem, through comparative analysis of previous research results at home and abroad, this paper selected PLM, STP and 4P to optimize the marketing strategy of Jinan Botanical Garden. This paper summarize and analyse the marketing problems of Jinan Botanical Garden in the form of questionnaires, personnel discussions and industry analysis. It is believed that there are four reasons for the marketing problems of Jinan Botanical Garden: first, the products fail to meet the needs of customers'core values; second, the price adjustment is restricted by the system mechanism; third, the low-impact guidance. Fourth, the shortage of resources leads to the lack of promotional means. Based on STP, this paper choose Parent-child Travel Science Popular Education Market as the market orientation of Jinan Botanical Garden. At the same time, based on the current situation of Jinan Botanical Garden, this paper analyse and judge the stage of product life cycle of Jinan Botanical Garden from five aspects: sales volume, cost, profit margin, buyer's characteristics and market competition. It is concluded that Jinan Botanical Garden is in the stage of introduction. By comparing the development process of product life cycle of other park scenic spots, this paper argue that the research stage of product life cycle of this park should include the introduction stage, the growth stage and the mature stage. Based on the above conclusions, this paper use 4P theory to optimize the product life cycle marketing strategy of Jinan Botanical Garden. In terms of product strategy, the park in the introduction period should adjust its product structure with low intensity, the park in the growth period should develop and construct its山东建筑大学硕士学位论文 III core venues, and the park in the mature period should develop its derivative industry chain. In terms of price strategy, the price elasticity of parks should be explored in the import period, the dichotomy pricing should be preferred in the growth period, and the separate pricing strategy should be adopted gradually in the mature period. In terms of distribution strategy, we should establish a multi-channel distribution system with direct sales as the main channel in the import period, a dual distribution structure in the growth period and a single distribution structure in the mature period. In terms of promotion strategy, low-cost promotion is implemented in the introduction period, the most radical promotion strategy is adopted in the growth period, and stable promotion strategy is adopted in the mature period. At the same time, in order to ensure the smooth implementation of the park product life cycle optimization, we should adjust the park system and mechanism. First, we should adjust the property right structure in a gradual way. Second, we should establish a governance structure with the marketing department as the core, and finally form a group management structure. Key Words: PLM,STP , 4P , marketing strategy山东建筑大学硕士学位论文 IV 目 录 摘要························································································I ABSTRACT···············································································II 第 1 章 绪论 1.1 选题的背景及意义 ·················································································1 1.1.1 选题背景 ·······················································································1 1.1.2 选题意义 ·······················································································1 1.2 国内外研究现状 ···················································································2 1.2.1 国外研究现状 ·················································································2 1.2.2 国内研究现状 ·················································································3 1.3 研究方法·····························································································5 1.3.1 研究方法 ·······················································································5 1.3.2 研究内容 ·······················································································5 1.3.3 研究框架 ·······················································································6 第 2 章 理论基础 2.1 产品生命周期理论·················································································8 2.2 STP 理论······························································································8 2.3 4P 理论································································································9 第 3 章 济南植物园营销现状分析 3.1 济南植物园现状··················································································11 3.1.1 济南植物园营销人员分布情况 ··························································11 3.1.2 济南植物园存在的营销问题 ·····························································11 3.1.3 国内外景区的发展特点 ···································································13 3.2 济南植物园营销策略存在的问题 ····························································14 3.2.1 产品未能迎合核心价值需要 ·····························································14 3.2.2 体制机制制约价格调整 ···································································15 3.2.3 低影响力导致分销系统萎靡 ·····························································15 3.2.4 资源短缺导致促销手段匮乏 ·····························································15山东建筑大学硕士学位论文 V 3.3 济南植物园 STP 分析 ···········································································16 3.3.1 STP 分析必要性 ·············································································16 3.3.2 济南市植物园的细分市场调查 ··························································17 3.3.3 市场细分 ·····················································································20 3.3.4 目标市场 ·····················································································21 3.3.5 市场定位 ·····················································································22 第 4 章 济南植物园生命周期营销策略 4.1 公园景区产品生命周期优化策略基本思路 ················································24 4.1.1 公园景区产品全生命周期营销策略优化的必要性 ··································24 4.1.2 公园景区整体划定为产品的必要性 ····················································24 4.1.3 公园景区产品生命周期研究阶段 ·······················································24 4.1.4 公园景区全生命周期 4Ps 优化路径 ····················································24 4.2 导入期营销策略··················································································27 4.2.1 依托专类园进行产品革新 ································································27 4.2.2 依据供需确立公园价格弹性 ·····························································28 4.2.3 以直销为主的多渠道分销 ································································28 4.2.4 全面实施低成本促销策略 ································································29 4.3 成长期营销策略··················································································30 4.3.1 依托科普场馆进行产品开发 ·····························································30 4.3.2 优先两分法定价策略 ······································································32 4.3.3 构建二元分销结构 ·········································································32 4.3.4 采取激进促销策略 ·········································································33 4.4 成熟期营销策略··················································································33 4.4.1 进行教育与动漫产品链开发 ·····························································33 4.4.2 采取面向客户单独定价策略 ·····························································35 4.4.3 构建一元分销结构 ·········································································35 4.4.4 采取稳定促销策略 ·········································································36 4.5 济南植物园产品生命周期优化策略的保障措施 ··········································37 4.5.1 组织保障措施的必要性 ···································································37山东建筑大学硕士学位论文 VI 4.5.2 渐进实施产权结构调整 ···································································37 4.5.3 以营销为核心调整治理结构 ·····························································38 4.5.4 组建集团化管理结构 ······································································39 第 5 章 总结与展望 5.1 总结·································································································40 5.2 局限性······························································································40 5.3 展望·································································································41