基于顾客满意的老虎滩海洋公园服务营销策略研究

发布时间：2018-06-15 03:06

本文选题：服务营销 + 大连老虎滩海洋公园　；参考：《大连海事大学》2014年硕士论文

【摘要】：随着中国第三产业的飞速发展,尤其是旅游产业的发展正如日中天,国内的主题公园作为一种新兴的广受欢迎的旅游项目也趁势如雨后春笋般蓬勃发展起来。国内外很多学者从主题公园的发展过程、选址、市场需求、价格、规划设计、旅游市场特征、消费者行为、经营策略、投资收益分析等多个角度对主题公园开展了细致深入的研究,却很少有人关注到主题公园营销策略的研究。主题公园作为一项耗费巨资,投资回报期长的旅游项目,在其发展过程中面临着巨大的风险和挑战,因此营销策略的正确制定与施行是其成功运营的关键所在。本研究参考大量文献,采用理论研究和实证分析相结合的方法,以大连老虎滩海洋公园为研究对象,探讨大连老虎滩海洋公园的服务营销策略。并从服务营销的7个营销组合的维度：产品、价格、渠道、促销、人员、有形展示和过程进行分别的研究和调查。建立老虎滩海洋公园服务营销顾客满意度评价体系,并根据该体系制作调查问卷,对调查的结果用SPSS统计软件进行分析,根据实证研究的结果,研究大连老虎滩海洋公园服务营销当中存在的问题,并提出了有针对性的改进措施。此研究不仅可以帮助老虎滩海洋公园研究提高服务营销质量的方法,也能给其它的海洋公园提供一定的参考价值,并期望可以丰富国内外对服务营销理论的实证研究。
[Abstract]:With the rapid development of China's tertiary industry, especially the development of tourism industry, domestic theme parks as a new popular tourism projects are booming. Many scholars at home and abroad from the theme park development process, location, market demand, price, planning and design, tourism market characteristics, consumer behavior, business strategy, Investment income analysis and other aspects of the theme park carried out a detailed and in-depth study, but few people pay attention to the theme park marketing strategy research. The theme park, as a tourist project with huge expenditure and long period of return on investment, faces great risks and challenges in its development, so the key to its successful operation is the correct formulation and implementation of marketing strategy. This study refers to a large number of literature, using the method of combining theoretical research and empirical analysis, taking Dalian Laohutan Ocean Park as the research object, discusses the service marketing strategy of Dalian Laohutan Ocean Park. And from the service marketing of the seven marketing mix dimension: product, price, channel, promotion, personnel, tangible display and process of research and investigation. The evaluation system of service marketing customer satisfaction of Laohutan Ocean Park is established, and a questionnaire is made according to this system. The results of the investigation are analyzed by SPSS statistical software, according to the results of empirical research. This paper studies the problems existing in service marketing of Dalian Laohutan Ocean Park, and puts forward corresponding improvement measures. This study can not only help Laohutan Ocean Park to study ways to improve the quality of service marketing, but also provide some reference value for other marine parks, and hope to enrich the empirical research on the theory of service marketing at home and abroad.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6;F274

【参考文献】