【作者】 刘杰；

【导师】 余洁；

【作者基本信息】 山东师范大学 ， 旅游管理硕士（专业学位）， 2024， 硕士

【摘要】 随着经济条件的改善以及闲暇时间的增多,大众的旅游体验和旅游消费随之升级,人们对旅游目的地的游览要求更加多样化、个性化、品质化,互联网和信息技术的兴起也为景区的建设发展带来新的变革。作为传统的公益性旅游景区,动物园如何适应旅游市场的变化,在激烈的市场竞争中占有一席之地值得我们探讨分析。济南动物园历史悠久,是济南市民休闲娱乐的主要去处之一,但从目前来看,园区的发展滞后于旅游消费需求,其管理制度、营销策略、服务质量等都有待改善。因此,剖析济南动物园的营销现状以及存在的问题,改善和优化动物园的体验营销策略,提升游客体验,更好的发挥动物园的市场价值和公益价值成为亟待解决的问题。本文首先对国内外相关文献进行梳理归纳,了解当前对城市动物园的研究现状,结合研究背景,明确研究的目的和意义;在文献分析总结的基础上,明确动物园、体验营销、营销策略的相关概念,梳理本研究的理论支撑,为后续实证研究奠定基础。其次,根据笔者的工作实际,从产品、价格、渠道、促销四个方面分析济南动物园的营销现状,运用SWOT分析方法对动物园的优势、劣势、机会和威胁进行剖析,构建组合策略矩阵,识别营销环境。最后,展开问卷调查和实地访问,运用SPSS22.0软件对问卷结果进行信度分析和有效性分析,采用李克特量表分析来园游客的基本特征、行为特征以及体验感特征,在上述到访济南动物园的游客特征分析的基础之上,进一步分析旅游者在济南动物园的体验感与满意度的相关关系,对提取的因子与游客满意度进行相关性分析和回归分析,剖析各变量间的影响程度。找出动物园存在产品类型单一、营销渠道狭窄、营销推广缺乏特色、服务设施不完善的问题,进一步探讨其背后的原因,主要是因为投入不足、市场细分不足、推广力度不够、缺乏专业营销团队。因此根据调查数据分析识别目标市场,做好市场定位,结合动物园的实际情况,从产品、价格、渠道、促销四个方面提出体验营销的优化策略,比如丰富产品类型、增强园区趣味性、实行动物园联票机制、开拓营销渠道、线上营销与线下推广相结合等,最终能够改善游客的旅游体验,提升济南动物园的市场占有率和品牌影响力,促进园区的可持续发展。更多还原

【Abstract】 With the improvement of economic conditions and the increase of leisure time,the public’s tourism experience and tourism consumption are upgraded,and people’s requirements for tourist destinations are more diversified,personalized and high-quality.The rise of the Internet and information technology has also brought new changes to the construction and development of scenic spots.As a traditional urban tourist attraction,how to adapt to the changes of the tourism market and occupy a place in the fierce market competition is worth discussing and analyzing.Jinan Zoo has a long history and is one of the main places for leisure and entertainment in Jinan.However,from the current view,the development of Jinan Zoo lags behind the tourism consumption demand,and its management system,marketing strategy and service quality also need to be improved.Therefore,it has become an urgent problem to analyze the marketing situation and existing problems of Jinan Zoo,improve and optimize the experience marketing strategy,enhance the visitor experience,and play better the market value and public welfare value of the zoo.Firstly,this thesis summarizes the relevant literature at home and abroad to understand the current research status of urban zoos,and combines the research background to clarify the purpose and significance of the research.On the basis of literature analysis and summary,clarifying the relevant concepts such as zoo,experience marketing and marketing strategy,sorting out the theoretical support of this study,and laying a foundation for subsequent empirical research.Secondly,according to the actual work of the author,analyzing the marketing status of Jinan Zoo from four aspects: product,price,place and promotion.Applying SWOT to analyze the strengths,weaknesses,opportunities and threats of the zoo,and then building a combination strategy matrix to identify the marketing environment.Finally,the questionnaire survey and field interviews were carried out,and SPSS22.0 software was used to analyze the reliability and validity of the questionnaire results.A Liker t scale was used to analyze the basic characteristics,behavioral characteristics,and experiential characteristics of the tourists who came to the zoo,and the correlation between the tourist’s experiential sense and satisfaction in Jinan Zoo was further analyzed on the basis of the analysis of the characteristics of the tourists visiting Jinan Zoo mentioned above,and correlation analysis and regression analysis were carried out to analyze the degree of influence between each variable.On the basis of the above analysis,we further analyzed the correlation between tourists’ experience and satisfaction in Jinan Zoo,and conducted correlation and regression analyses on the extracted factors and tourists’ satisfaction to analyze the degree of influence among the variables.finding the problems of the zoo such as single product type,narrow marketing places,lack of marketing and promotion characteristics,and imperfect service facilities.and the reasons behind them are further discussed.Mainly because of insufficient market segmentation,insufficient promotion,lack of professional marketing team.Further exploring the reasons,it is mainly because of insufficient market segmentation,and promotion,lack of professional marketing team.Therefore,based on the analysis of the survey data,identifying the target market and finding a proper position.According to the actual situation of the zoo,put forward strategies to optimize experience marketing form four aspects: product,price,channel and promotion.For example,enriching product types,enhancing the park’s interest,implementing the zoo ticket mechanism,developing marketing places,combining online marketing with offline promotion,and so on.Through a series of measures,it can finally improve the tourist experience,enhance the market share and brand influence of Jinan Zoo,and promote the sustainable development of the zoo.更多还原