儿童主题乐园营销现状分析及对策--以都市小能孩为例摘要随着中国经济的不断发展，儿童主题乐园行业也不断的发展壮大起来。儿童主题乐园的运营越来越需要专业的市场营销来规范，才能不断迎合日益多样化的消费者需求。儿童主题乐园在发展壮大的过程中，运营管理的一些问题也暴露出来。如何处理好这些问题，将成为制约儿童主题乐园规范化发展的瓶颈。此外儿童主题乐园的营销仍是处于一个效率不高的状态，有效提高营销工作，将为儿童主题乐园带来巨大利益。以儿童主题乐园为研究对象，从市场行销的相关理论入手，通过对儿童主题乐园的营销现状的研究，分析我国儿童主题乐园营销现状及存在的问题，并提出对策。研究其对于改善儿童主题乐园经营现状，扩大其经济效益的同时，丰富其内容与形式，呈现出一个健康积极的发展态势具有重要意义。关键词：儿童主题乐园；运营；营销AnalysisandCountermeasureofMarketingStatusofChildren'sThemeParks--TakingtheUrbanSmallChildrenasanExample.AbstractWiththecontinuousdevelopmentofChina'seconomy,thechildren'sthemeparkindustryhasalsobeenexpanding.Theoperationofchildren'sthemeparksneedsmoreandmoreprofessionalmarketingtomeettheneedsofincreasinglydiversifiedconsumers.Duringthedevelopmentofchildrenthemeparks,someproblemsofoperationmanagementarealsoexposed.Howtodealwiththeseproblemswillbecomeabottleneckrestrictingthestandardizationofchildren'sthemeparks.Inaddition,themarketingofchildren'sthemeparksisstillinaninefficientstate,andeffectivelyimprovingmarketingworkwillbringgreatbenefitstochildren'sthemeparks.Takethechildrentothethemeparkastheresearchobject,fromtherelatedtheoryofmarketing,throughthestudyonthecurrentstatusofthechildren'sthemeparkmarketing,analysisourcountrychildren'sthemeparkmarketingpresentsituationandexistingproblems,andputsforwardcountermeasures.Itisofgreatsignificancetostudythecurrentsituationofchildren'sthemeparks,expandtheireconomicbenefits,enrichtheircontentandform,andpresentahealthyandpositivedevelopmenttrend.KeyWords:Children'sthemepark；operating；marketing目录摘要-----------------------------------------------------------------------------------------------IAbstract-----------------------------------------------------------------------------------------Ⅱ目录----------------------------------------------------------------------------------------------Ⅲ一、儿童主题乐园营销现状------------------------------------------------------------------1（一）都市小能孩简介------------------------------------------------------------------------1（二）都市小能孩营销策略------------------------------------------------------------------2（三）都市小能孩SWOT分析--------------------------------------------------------------2二、通过调查问卷分析其经营管理中的问题---------------------------------------------3（一）保障安全，成本投入较高------------------------------------------------------------3（二）没能充分调动员工积极性------------------------------------------------------------4（三）娱乐项目单一---------------------------------------------------------------------------5（四）营销手段传统单一---------------------------------------------------------------------5（五）忽视了家长的体验---------------------------------------------------------------------61.---------------------------------------------------------------------------------------------------三、儿童主题乐园营销策略改进建议------------------------------------------------------7（一）提升主题乐园体验，完善服务体系------------------------------------...
