主题公园欧亿·体育（中国）有限公司进入中国已经三十年，几经沉浮。随着国民经济的快速发展，加上 外资和地产资本的进入，该欧亿·体育（中国）有限公司再次迎来高速发展期。然而，空前的繁荣也带来了空 前激烈的市场竞争环境，传统的营销手段已经无法帮助企业脱颖而出。在此背景下， 异业合作日益成为营销的重要手段为主题公园欧亿·体育（中国）有限公司所采用，而大部分企业都未能掌握 运用这一手段的能力，捕捉到异业合作应当遵从的规律。 本文以欧亿·体育（中国）有限公司领头企业之一常州中华恐龙园为例，采用实地考察、文献分析、个别 访问等手段，分析其异业合作营销实践的中经验与问题。目前常州恐龙园虽然在异业 合作营销中取得了一定的成果，但是营销成本偏高、合作对象层次分化明显，合作深 度不足的问题困扰了该营销手段的进一步应用。这些问题来源于营销成本结构不合 理、认知层面不足、营销渠道平台搭建不够完善等领域。本文从转变思想认识、挖掘 合作深度、搭建合作平台这三个方面入手，提出相应策略，作为指导恐龙园提升异业 合作营销水平的路径。 本文创新之处在于从异业合作角度研究主题公园的营销活动，初步提出了常州恐 龙园异业合作营销的基本路径，同时这些基本路径在主题公园欧亿·体育（中国）有限公司中具有一定的普适 性。 关键词，异业合作；常州恐龙园；营销策略 IIAbstract Theme park has entered China for over 30 years,and the industry has experienced its thriving and stagnancy. With the rapid development of the national economy and the entry of foreign capital and real estate capital, the industry is ushering in a period of rapid development. However, unprecedented prosperity has brought a fierce market competition environment, traditional marketing methods are unable to help enterprises stand out. In this context, the different industry cooperation has become an important marketing tool for the industry, but most of the enterprises have failed to grasp the ability to use this means ,or to capture the laws that the cooperation should follow. In this paper, the China dinosaur land, one of the leading enterprises in theme park industry , is used as an example to analyze the experience and problems of the practice of cooperation in different industries by means of literature analysis and individual visits. Although Changzhou Dinosaur land has achieved some success in the cooperation marketing, but lack of cooperation depth, low level of cooperation objects and high cost. The problem comes from the fields of cost structure, cognition level, channel and so on. This paper puts forward three strategies from the following aspects: ideological transformation, platform building and deep cooperation. The innovation of this paper is to study the marketing activities of the theme park from the perspective of different industry cooperation, and initially put forward the basic path of the cooperative marketing in the Changzhou Dinosaur land. At the same time, these basic paths have a certain universality in the theme park industry. Keywords，Different Industry Cooperation;Changzhou Dinosaur Land;Marketing Strategy III目录 致谢....................................................................I 摘要...................................................................II Abstract.............................................................. III 第 1 章 绪论.............................................................1 1.1 选题背景和研究意义 ................................................ 1 1.1.1 选题背景 ...................................................... 1 1.1.2 研究意义 ...................................................... 2 1.2 国内外研究评述 .................................................... 3 1.2.1 主题公园营销的研究 ............................................ 3 1.2.2 异业合作营销的研究 ............................................ 4 1.3 研究内容及研究思路 ................................................ 6 1.4 研究方法 .......................................................... 7 1.5 本文创新点 ........................................................ 7 第 2 章 理论基础.........................................................9 2.1 主题公园的概念.................................................... 9 2.2 异业合作营销的概念............................................... 10 2.3 4P 理论在异业合作营销中的运用 .................................... 11 2.4 4C 理论在异业合作营销中的运用 .................................... 12 第 3 章 主题公园运营环境分析............................................15 3.1 政治环境 ......................................................... 15 3.2 经济环境 ......................................................... 18 3.3 社会环境 ......................................................... 19 3.4 技术环境 ......................................................... 20 3.5 市场环境 ......................................................... 21 3.6 环境分析结论 ..................................................... 23 第 4 章 常州恐龙园异业合作营销的现状和问题..............................254.1 常州恐龙园公司简介 ............................................... 25 4.2 常州恐龙园异业合作营销现状 ....................................... 27 4.3 常州恐龙园异业合作营销的问题 ..................................... 29 4.3.1 合作对象参差不齐 ............................................. 29 4.3.2 合作深度有待提高 ............................................. 32 4.3.3 合作成本偏高 ................................................. 35 4.4 恐龙园异业合作营销问题产生原因 ................................... 35 4.4.1 营销成本的价格与结构因素 ..................................... 35 4.4.2 对异业合作营销认知层面的问题 ................................. 36 4.4.3 异业合作营销渠道缺乏系统性 ................................... 36 第 5 章 常州恐龙园异业合作营销策略......................................38 5.1 异业合作营销的应用观念转变 ....................................... 38 5.1.1 由大而全转变为精准合作 ....................................... 38 5.1.2 将辅助营销方式转为重要营销方式 ............................... 39 5.1.3 将纯营销工作转为全园工作认知 ................................. 39 5.2 异业合作营销的应用层次深化策略 ................................... 40 5.2.1 将促销渠道深化为社交渠道 ..................................... 40 5.2.2 将产品宣传深化为情感传达 ..................................... 40 5.2.3 将营销合作对象深化为战略合作对象 ............................. 41 5.3 异业合作营销平台搭建策略 ......................................... 42 5.3.1 深挖内生资源以提供合作新平台 ................................. 42 5.3.2 热点预测与提前介入获得新平台 ................................. 43 5.3.3 搭建品牌联合创新中心 ......................................... 44 第 6 章 实施计划与保障措施..............................................45 6.1 实施计划 ......................................................... 45 6.2 人员保障措施 ..................................................... 46 6.3 财务与物资保障措施 ............................................... 47 第 7 章 结论............................................................49 7.1 基本结论 ......................................................... 497.2 研究中存在的不足 ................................................. 49 7.3 后续研究展望 ..................................................... 50