基于消费者视角的《山海经》主题公园市场营销策略探究
Research on Marketing Strategy of Theme Park “Classic of Mountains and Seas” Based on Consumer Perspective

《山海经》作为中国古代神话的经典文献，不仅是探究原始文明、上古社会及早期宗教信仰的重要依据，更是研究史前文化不可或缺的珍贵资料。主题公园是我国旅游业的一种特殊形态。《山海经》主题公园以《山海经》ip为主题，通过寓教于乐的方式让人们更加了解《山海经》。通过分析《山海经》主题公园的市场定位，消费者的反馈与建议和市场营销策略，给《山海经》主题公园的营销策略给予更多可参考的建议，为发扬中国优秀传统文化出一份力。
As a classic document of ancient Chinese mythology, the Classic of Mountains and Seas is not only an important basis for exploring primitive civilization, ancient society and early religious beliefs, but also an indispensable precious material for the study of prehistoric culture. Theme park is a special form of tourism in our country. “Classic of Mountains and Seas” theme park with “Classic of Mountains and Seas” ip as the theme, through the way of entertaining to let people know more about “Classic of Mountains and Seas”. By analyzing the market positioning of “Classic of Mountains and Seas” theme park, consumers’ feedback and suggestions and marketing strategies, this paper gives more referable suggestions for the marketing strategy of “Classic of Mountains and Seas” theme park, and makes a contribution to carrying forward the excellent traditional Chinese culture.