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论文编号：	11781
作者编号：	2120183037
上传时间：	2020/6/21 11:38:26
中文题目：	G乐园服务营销策略研究
英文题目：	Research on Service Marketing Strategy of G Park
指导老师：	韩连胜
中文关键字：	主题公园；服务营销；服务质量；五差距模型；服务补救
英文关键字：	Theme park; Service marketing; Service quality; 5 Gap model; Service recover
中文摘要：	经济的增长和旅游业的发展带动了国内外资本对于主题公园的投资和建设。主题公园是城市旅游发展的重要项目，具有特殊的文化内涵、高端的科学技术、特有的环境风貌和强大的娱乐能力，对游客有强烈的吸引力，并且已经成为现代旅游产品中的重要类型，但是国内的主题公园的管理和服务相比于迪士尼乐园来说还存在明显差距。 本文的研究对象G乐园由国内知名文化科技公司打造，该公司的管理经验和技术支持使其具有一定的发展潜力，但是G乐园在当前的经营管理中遇到了一些变化和挑战，尤其是在服务营销管理方面。本文以G乐园经营状况和营销策略为基础，运用服务营销组合理论与服务质量差距模型，为其营销策略提出改进建议，以便使其提升服务质量并且提高市场占有率。论文首先概括了研究的背景和选题的意义，介绍了主要内容和研究方法；其次，文章介绍了国内外对于主题乐园和服务营销的研究现状和相关理论综述，并对服务、营销组合和服务质量差距模型等相关理论进行归纳总结；再者，论文对G乐园的经营现状和现有营销策略中存在的问题进行分析，最后，文章提出了服务营销改进方案并且为实施营销策略的保障措施提供建议。 本篇论文具有一定的实践价值，一是对G公园的服务营销策略提供建议，二是为国内其他与G乐园情况相似的其他主题公园提供参考，以期在提升服务质量、提高营销效率等方面形成业内操作规范，三是希望为服务企业的营销方向提供思考。
英文摘要：	As the growth of the economy and the development of tourism, the domestic and foreign capital are stimulated to invest on theme parks. With special cultural connotation, high-end science and technology, unique environmental features and powerful entertainment ability, theme parks become an important type of tourism products in modern society. Compared with Disney, one of the international giant companies, domestic theme parks are falling behind both in management and service. The study object of this paper, G park, is built by a well-known culture and technology company in China. Based on the company's management experience and technical support, G park has certain development potential, but it has encountered some changes and challenges in the current operation and management. According to the analysis of G park's marketing management and customer satisfaction, this paper uses theories and tools such as service marketing mix and service quality gap model to make suggestions on its marketing strategy, so as to gradually improve its service quality and market share. The thesis consists of 4 parts. At the very beginning, the paper introduces the research background and the significance of the topic, and puts forward the research methods. Secondly, it summarizes the research status of theme parks at home and abroad and the related concepts of service and marketing. Furthermore, the operation status and existing problems of G park are analyzed, and the last part end up with service marketing optimization plan and marketing strategy implementation guarantee measures. This paper not only provides suggestions for the service marketing strategy of G park, but also ponders over other theme parks that are or will be built in China in terms of improving service quality and marketing efficiency.
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