MYC主题公园项目开发研究

发布时间：2018-07-15 07:36

【摘要】：随着中国经济发展的突飞猛进,国内主题公园的开发建设近年来进入了快速发展时期,大大小小的主题公园在各个城市林立而起。但由于国内主题公园领域尚未形成具有行业领导力的标准、规范,理论系统的理论建设也很少,本土的主题公园开发建设面临着系统理论指导匮乏的严峻现实。许多主题公园项目在建设开发过程中,问题颇多甚至倒闭。MYC主题公园项目开发同样面临着严峻的挑战,如何帮助MYC主题公园项目科学健康开发是本文研究的重点。本文以MYC主题公园项目开发作为研究对象,对主题公园行业的发展现状和产业趋势进行深入的研究。通过对MYC主题公园开发的宏观环境以及自身的发展现状为基础分析了MYC主题公园项目开发的优势、劣势,面临的开发机遇和竞争威胁。目前我国休闲旅游业发展正处于消费者选择差异化的时代,游客对娱乐产品的需求越来越多样化,对服务水平的进步和娱乐设施品质的要求也越来越高。本文从消费者需求的角度出发对MYC主题公园项目的核心旅游产品以及辅助旅游产品进行科学的开发设计,以满足消费者的需求。本文通过地理因素、游客出游动机以及消费者心理因素对MYC主题公园项目进行市场细分,对MYC主题公园进行了科学的市场定位并选择出合理的目标市场。同时本文从产品、价格、渠道、促销等方面对MYC主题公园项目的市场推广提出了有效的指导建议,有助于MYC主题公园项目在面向市场进行推广营销的过程中建立优势。本文说明了科学的项目开发研究对MYC主题公园项目的开发的实际意义和重要性。MYC主题公园项目应抓住时代机遇,科学定位,开发自身特色产品,顺应市场需求加强营销策略以最终实现该项目的可持续发展和预期的投资效益。
[Abstract]:With the rapid development of China's economy, the development and construction of domestic theme parks have entered a period of rapid development in recent years. However, due to the lack of industry leadership standards and norms in the field of domestic theme parks, the theoretical construction of the theoretical system is also very few, and the development and construction of local theme parks is faced with the severe reality of the lack of systematic theoretical guidance. In the process of construction and development of many theme park projects, there are many problems or even the closing down. MYC theme park project development also faces severe challenges. How to help the MYC theme park project scientific and healthy development is the focus of this paper. In this paper, the MYC theme park project development as a research object, the theme park industry development status and industry trends in-depth study. Based on the macro environment of MYC theme park development and its present situation, this paper analyzes the advantages, disadvantages, development opportunities and competitive threats faced by MYC theme park project development. At present, the development of leisure tourism in our country is in the era of consumer choice differentiation. Tourists' demand for entertainment products is becoming more and more diversified, and the improvement of service level and the quality of entertainment facilities are becoming more and more demanding. From the point of view of consumer demand, this paper scientifically develops and designs the core tourism products and auxiliary tourism products of MYC theme park project in order to meet the needs of consumers. In this paper, the market segmentation of MYC theme park project is carried out through geographical factors, tourist travel motivation and consumer psychological factors, and the scientific market positioning of MYC theme park is carried out and the reasonable target market is selected. At the same time, this paper puts forward effective guidance suggestions on MYC theme park project marketing from the aspects of product, price, channel, promotion and so on, which will help MYC theme park project to establish the superiority in the process of marketing. This paper explains the practical significance and importance of scientific project development to the development of MYC theme park project. The MYC theme park project should seize the opportunity of the times, scientifically position itself and develop its own characteristic products. To meet the needs of the market and strengthen the marketing strategy to achieve the project's sustainable development and expected investment benefits.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.5;TU986.5

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