环球恐龙城文化营销策略研究.doc

摘要:旅游业有着“无烟产业”和“永远的朝阳产业”的美称，它已经和石油业、汽车业并列为世界三大产业。改革开放以来，我国的旅游业有了非常迅速的发展，随着市场经济的发展和人民收入水平的进一步提高,人民对旅游消费的需求将进一步上升，旅游业一般分为国际旅游业和国内旅游业，国内旅游业是为国内旅游者服务的一系列相关的行业,它关系到国内游客、旅行方式、膳宿供应设施和其它各种事物，国内旅游业在国民经济中的地位和作用越来越重要。其中主题公园作为一种新型的旅游形态受到了顾客的追捧，同时也带来了主题公园之间的激烈竞争，以价值观为核心的文化营销开始收到主题公园管理及营销者的关注，决策者基于对文化营销的理解研究找出战略提升自身优势，已经是现在主题公园的发展趋势。因此，研究和探讨旅游业发展的现状、问题及对策，具有十分重要的意义。

　　　本文通过相关文献的回顾，了解目前国内外企业文化营销的相关理论的研究现状，分析环球恐龙城的市场营销现状以及营销环境，剖析环球恐龙城的市场竞争态势，通过对环球恐龙城文化营销现状的分析，发现存在营销模式还不够丰富,创新概念上有待提高,企业形象影响不够,品牌需要发展为文化品牌的问题；基于相关理论，提出相应的解决策略，即完善企业文化；树立企业形象；增强顾客的体验水平；加强文化品牌建设；加强创新化建设。从而使企业可以更好的进行文化营销，制定与企业相符相应的文化营销策略。

关键词 主题公园；文化营销；品牌文化；企业文化；顾客忠诚度

Abstract:Tourism is ‘smokeless industry’ and ‘eternal sunrise industry’ laudatory name, it has and oil industry, automobile industry is one of the three largest industry in the world. Tourism generally consists of international tourism and domestic tourism. Domestic tourism is a series of related industry services for domestic tourists, it relates to domestic tourists, travel, accommodation and other facilities for the supply of all kinds of things, since the reform and opening up, China's tourism industry has a very rapid development, with the further development of market economy and people income level, the needs of the people on the tourism consumption will rise further, domestic tourism and role in the national economy is becoming more and more important. The theme park as a new tourism form by the customer and pursued, but also brought fierce competition between the concept of theme park, as the core of the culture marketing value began to receive the theme park management and marketing researchers, decision makers understand the study of cultural marketing strategy based on to improve their own advantages, is now the development trend of the theme park. Therefore, current situation, problem and countermeasure research and Discussion on the development of tourism industry, has a very important significance.

　　　Through the review of relevant literature, understand the current research situation of relevant theory of domestic and foreign enterprise culture marketing, analysis of marketing universal dinosaur town and analysis of marketing environment, market competition situation of universal dinosaur Town, through the analysis of the universal dinosaur town cultural marketing present situation, find out the universal dinosaur town cultural issues in marketing, and put forward the corresponding settlement tactics, so as to enable enterprises to better carry out cultural marketing, formulate corresponding cultural marketing strategy.

Keywords  Theme park  Cultural marketing  Brand culture  Corporate culture  Customer loyalty