摘要
本文通过对深圳、北京、上海和成都四地欢乐谷年卡会员市场的深度访谈和问卷调查,分析主题公园年卡会员市场的特征和规律.研究发现:(1)年卡会员市场与主题公园总体市场的社会人口结构特征基本一致;(2)年卡会员重游频次高,平均达到5次以上,但园内二次消费较低,公园并无积极性以牺牲门票收入为代价,争取会员游客;(3)会员实际续卡率比续卡意愿要低很多,续卡率与公园吸引力的持续更新、会员自身家庭的生命周期,以及公园经营层对年卡策略的调整紧密相关.(4)消费者对年卡资费价格敏感度高,年卡资费的高低会影响会员的拥有量,营销推广能够促进年卡销售,根据欢乐谷的数据显示,年卡费用在门票的1.5 ～2倍之间更容易被中国大陆地区消费者接受.本文进一步提出了会员市场拥有量的合理规模、会员策略的精细化管理、客户关系管理的科学建立是3个值得深入探讨的研究方向.
Through questionnaire survey of membership costumers and in-depth interview with senior managers in the Happy Valleys in four cities including Shenzhen,Beijing,Shanghai and Chengdu,this paper made an analysis of the natures and characteristics of members holding theme park annual membership cards. The finding are: 1. The membership market is basically sharing the same social demographic characteristics with the overall theme park market; 2. The revisit rate of membership costumers is higher,with an average of 5 times than normal visitors. However,the expense within park from these membership customers of Chinese theme parks is lower than that of other countries. That's why theme parks in China would not like to promote membership; 3. The actual renewal rate is much lower than the expectation based on market survey,which could be significantly impacted by continual attractiveness upgraded within the park,age structure of the member's family and renewal policy from the park; 4. The annual membership market is highly price sensitive,especially impacted by the promotion rate. According to the data of Happy Valleys,the annual membership price is more acceptable if it's in the range of 1. 5 ~ 2 times as the normal gate ticket. A reasonable scale of membership market, strategy sophisticated management for membership system and customer relationship management science to establish are three research directions worthy of further exploration.
出处
《旅游科学》
CSSCI
2013年第6期52-63,82,共13页
Tourism Science
关键词
主题公园
年卡会员制
欢乐谷
theme park
annual card membership
Happy Valley in Shenzhen,Beijing,Shanghai,and Chengdu
