定远舰主题公园营销筹划方案项目委托：威海市港务管理局项目执行：山东大学威海分校旅游征询服务中心山东大学威海分校市场调研所中国海军第一旗舰目 录第一章 项目背景..................................................................................................................1一、项目背景....................................................................................................................1二、定远舰项目状况........................................................................................................2三、定远舰项目筹划简介................................................................................................3第二章 市场研究..................................................................................................................5一、威海当地居民调研....................................................................................................5二、来威游客调研..........................................................................................................10三、旅行社导游调研......................................................................................................15第三章 项目市场环境分析（SWOT）............................................................................17一、优势分析（STRENGTH）.........................................................................................17二、劣势分析（WEAKNESS）........................................................................................18三、机会分析（OPPORTUNITY）....................................................................................20四、威胁分析（THREAT）..............................................................................................21第四章 市场定位................................................................................................................23一、项目定位的总体思想..............................................................................................23二、定位原则............................
