武汉欢乐谷服务营销研究分析 市场营销专业VIP免费

摘要随着国家经济的发展，第三产业早已远超第二产业成为经济发展的中流砥柱，而旅游业也成为第三产业的龙头产业。根据世界旅游组织预测，主题公园未来将是国际旅游发展的重要趋势。互联网时代带来了人类社会发展的一场全新的“革命”，借助数字技术、信息技术的进步，推动了传统行业与互联网的结合，加快了主题公园的发展。本文首先从武汉欢乐谷的营销现状出发，运用服务质量差距模型确定武汉欢乐谷服务营销存在的问题，然后运用五力模型、SWOT分析方法对武汉欢乐谷内外部环境展开分析，最后从STP战略和服务营销组合策略两方面提出了服务营销策略的改进建议武汉欢乐谷应用全面和刺激的游乐设施、多样的定价策略、有的放矢的促销推广、规范化的服务过程、多渠道有机整合策略、完整的线上产品信息、保持高质量的线下有形展示和高素质的服务人员。关键词：营销战略；营销策略；服务营销组合；主题公园；武汉欢乐谷AbstractWiththedevelopmentofthenationaleconomy,thetertiaryindustryhaslongbeenfarmorethanthesecondaryindustryhasbecomethemainstayofeconomicdevelopment,andtourismhasbecometheleadingindustryofthetertiaryindustry.AccordingtotheWorldTourismOrganizationpredictedthatthefuturethemeparkwillbeanimportanttrendofinternationaltourismdevelopment.TheInterneterahasbroughtanew"revolution"tothedevelopmentofhumansociety.Withthehelpofdigitaltechnologyandinformationtechnology,thecombinationoftraditionalindustryandtheInternethasbeenpromoted,whichhasacceleratedthedevelopmentofthemeparks.ThispaperstartsfromthemarketingsituationofWuhanHappyValley,andusestheservicequalitygapmodeltodeterminetheexistingproblemsofservicemarketinginWuhanHappyValley.Then,thefive-forcemodelandSWOTanalysismethodareusedtoanalyzetheinternalandexternalenvironmentofWuhanHappyValley.Finally,fromSTPstrategyandserviceThemarketingmixstrategyputsforwardtheimprovementsuggestionoftheservicemarketingstrategy.WuhanHappyValleyapplicationofcomprehensiveandexcitingamusementfacilities,avarietyofpricingstrategies,targetedpromotion,standardizedserviceprocess,multi-channelorganicintegrationstrategy,completeonlineproductinformation,tomaintainhigh-qualitylineofphysicaldisplayandhighqualityoftheservicestaff.Keywords：MarketingStrategy;MarketingStrategy;ServiceMarketingMix;ThemePark;WuhanHappyValley目录1引言.................................................31.1研究背景及意义.............................................31.2我国旅游业现状.............................................31.2.1我国旅游业迅速发展.......................................31.2.2O2O模式下的旅游业初显锋芒................................41.3相关理论概述...............................................41.3.1服务营销组合.............................................41.3.2STP战略..................................................51.3.3SWOT分析工具.............................................51.4文献综述...................................................62武汉欢乐谷概述.......................................72.1武汉欢乐谷简介.............................................72.2武汉欢乐谷的营销现状.......................................72.2.1服务产品.................................................72.2.2定价.....................................................82.2.3促销.....................................................82.2.4渠道.....................................................92.2.5人员.....................................................92.2.6过程....................................................102.2.7有形展示..................................