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论文编号：	3738
作者编号：	2120092548
上传时间：	2011/11/24 15:36:50
中文题目：	凡乐园服务产品设计与推广研究
英文题目：	Research on Product Designing and Marketing of FUN PARK
指导老师：	白长虹
中文关键字：	服务产品设计，亲子乐园，价值曲线，体验营销
英文关键字：	service product designing, Parenting amusement park, Value curve, Experiential marketing
中文摘要：	随着上世纪70-80年代“婴儿潮”出生的人群进入结婚生子的人生阶段，以及近10余年来我国对服务业的认识逐渐加深，对更好、更新颖、更贴身的服务的需求也在日益增加。而对下一代的抚育、教育和培养也越来越重视。在消费产品的选择上，这一代人也有着自己的习惯。室内亲子乐园作为一项安全、卫生、适用年龄广、不受天气影响的游乐项目越来越多的被年轻父母接受。目前我国室内亲子乐园发展以天津市内六区为例，数量不少但水平参差不齐，服务功能普遍欠缺。同时存在着消费设置不合理、附属设施不完备甚至卫生状况堪忧等问题。在分析了市场现状以及现有亲子乐园存在的问题之后，我们根据市场调查结果绘制了价值曲线图，在了解了顾客对何种服务要素更加关注之后，我们对顾客更为关注的服务要素特别进行了服务产品设计，对价值曲线进行了创新，并按照创新后的价值曲线以及实际情况设计了新的服务产品。通过选址创新，解决了交通、附属设施、设备卫生等一系列问题，并通过消费设置创新解决了强制消费、消费浪费等问题。同时依据75-85年出生的家长的消费、认知习惯进行了营销策略的组合，以网络为主要媒介，以体验营销为主要手段。旨在进行准确、高效的营销，对成本进行有效控制的同时达到营销最佳效果。
英文摘要：	Now the generation which was born in 1970-1980 as the "baby-tide" enters the new life period: marriage and birth. And with the development of service industry in our country, better service, more attractive and exquisite service is highly needed. The said generation people now think highly and importantly for the baby-care, education and cultivation. And definitely and undoubtedly, they have their own customs and manners in consumption. The in-door parenting amusement park now is accepted by more and more young parents because of its' safe, hygiene, wide age-ranged and no affection for weather. In the essay, we analyze the status of parenting amusement park in Tianjin six districts to find the short-comings and weak points. After the analysis, we concluded the value curve for this kind of industry. And in order to make the curve more practical and realistic, we made the survey for hundreds of people. In accordance with the result of the survey, we modify the value curve with creation. Standing on the new curve, together with the customs of young parents, we design the new service product combination. Based on the new products, we set up sales and marketing strategy: mainly on the internet and together with the experiential marketing. And certainly, on the other hand, we try to save the cost for long-term thinking.
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