营销规划report

Report about building a theme park1. IntroductionLeisure Leaders plc wants to build a theme park in the site. In order to know the local people’s attitude or opinions, this company commissioned our agency to conduct marketing research into the feasibility of establishing the theme park. This report is about after analysing the questionnaires.2. Terms of referenceThis report is for Leisure Leaders plc and I were required to do the research analysing the questionnaires by our agency. The content of the questionnaire involving b asic information of respondents’, people’s attitude and opinions, people like which kind of theme park, potential levels of local usage, and the target market.3. Procedure or investigationThrough questionnaires I finished this task. It was done by face to face on 17 September, 2011. These questionnaires are granted near the square, issued a total of 45, but below the age of 20 we do not use the questionnaires. So the effective questionnaire was a total of 20 copies. 4. Findings4.1 Attitude/options of local people①I had design 3 questions to know their attitude. The questions are:☆Have you ever been to some theme park?☆Your attitude on build a theme park☆Your views about build a theme park in local placeThe result is they would like to visit the theme park when they have time. The questionnaires have shown that there are 9 people whom ages are at range of 20-30 and 2 people whom over30 like to go to the theme park; 4 people whom ages are at range of 20-20 and 5 people whom ages are over30 don’t like to go there or considered but not have been to.See figure 1.②You can know the attitude on setting up a theme park in this area through the following picture. The result is they support to build a theme park. Through the question：☆Your views about build a theme park in local placeYou can see there are 14 people support to build a theme park in this area, 11 people’s ages are at range of 20-30 and 3 people’s ages are over 30;6people against it, 2 people’s ages are at range of 20-30 and 4people’s ages are over 30. See figure 14.2 In order to know what kinds of theme park do people like, I had design 2 questions.☆Have you ever been to some theme park?☆What kind of theme park do you like?①The result is people would like to choose landscapes class. As show in questionnaires, there are 3 people like humanistic geography class, 6 people like plants and animal’s clas s, 7 people like landscapes class, 4people like film and television animation class.②I can know some people are eager to visit the theme park through the survey, because some people had been to some theme park to visit. It also indicates that building a theme park gets many people’s support and the advertisement is well. See figure2.4.3 I had design 3 questions to know the potential levels of local usage, such as:☆Your monthly disposable income☆How much is the ticket can you accept when you visit this theme park? ☆How many times do you go out to travel in an average year?①Some respondents’ monthly disposable income is between￥3000-5000; there are 5 people choose ￥1000-3000; 11 people choose￥3000-5000 ; and 4 people choose over 5000.②Though figure 3, I know the acceptable price for the ticket is between ￥50-100. And through the third question, 6 people choose 1-2 times; 8 people choose 3-5 times; 4 people choose 5 times above. Then I see that if there is a theme park in this area, people will often visit it. See figure 3.4.4 In order to know the potential markets to be targeted, I have design 2 questions.☆Following your age☆If you go to this theme park that would you like to go with?①Through the questionnaires, you can see some people’s ages are atrange of 20-25 and want to go to the theme park with their classmates or friends; some people’s ages are at range of 25-40 want to go to the theme park with families; and some people’s are over 40 want to go to the theme park with their couples.②Through the figure 4, it states that the targets market is people whose ages are at range of 25-40. These people want to go to the theme park with their families, possibly they think should spend more time with their families. They also think such a theme park will offer them a nice place and atmosphere.See figure 45ConclusionsThrough the analysis the findings, the rate of support is so high, it is 90% people are willing to build a theme park in this area. If there is building a theme park, the acceptable price of the ticket is ￥50-100, and they come at least once a week, even more. And they will take their families 、friend and classmates. It shows that we broadcast well; it comes into people’s mind and gives people more attractions. In order to build a good theme park, we should also improve quality of service.6 Recommendations1 As the support by the local people, we can give them some discounts: When the theme park has been building, we could be free once for them, and if they always come here, we could have a ticket discount for them.2 Transportation is one of factors that most influence them to choosetheme park. The theme park should have a convenient transportation or can make up a car or bike rent team. This not only can bring some convenient to the traveler and make their satisfaction but also can bring some interests.3 The target market is concentrate on those people who have stable job, so the organizers should know that they will do not have much daytime to enjoy, so we should pay attention to their weekend and nightlife, such the beer carnival and bonfire parry. We also need add a kursaal to attract children.4 Depending on the people’s requirement, and let the work are succeed to take, we also take some measures to provide good environment, add to some café shop, and so on.7. Appendix 1Figure 1Figure 2Figure 3Figure 4Appendix 2The questionnaire about building a theme parkDear Sir / Madam:Hello!This is a theme park on the establishment survey, in order to betterunderstand the local development level and the local people's attitude to build a theme park, please help us do this survey. This survey is to know your view about theme park and only for research and analysis, heartfelt thank you for your cooperation!Please select an option consistent with your situation, playing on the symbol "√" .Basic information of respondents:1. Your sex Man Woman2. Following your age A 20-25 B 25-40 C 40 or more3. Your monthly disposable income A￥1000-3000 B ￥3000-5000 C Over ￥50001. How many times do you go out to travel in an average year?A 1-2 times B3-5 times C 5 times above2. Have you ever been to some theme park?A yesB considered, but not had been to3. How much of your annual expenses for travel?A below ￥1000B ￥1000- 3000C above ￥30004. The purpose of your travel trip out?A enjoy lifeB enhance feelingsC relieve pressureD for stimulus5. Your attitude on build a theme parkA special in favor ofB in favor ofC generallyD against6. Your views about build a theme park in local placeA supportB against7. What kind of theme park do you like? (choose more)A humanistic geography classB plants and animals classC landscapes classD film and television animation class8. Do you think what kinds of factors should a theme park have that to conform the trend of the development in the future times? (choose more) A beautiful natural landscape B pure entertainment and game projectC high science and technologyD the local conditions and customs9. What kind of service do you hope enjoy in the theme park?A customer consultation serviceB free parking lotC flavor theme restaurantD souvenir shop10. If you go to this theme park that would you like to go with?A your coupleB classmates and friendsC family11. What are the main factors can limit the number of times you to theme park? (choose more)A staff service attitude is badB tickets are too expensiveC park project often the same old and lack of innovationD commercial activities are too muchE individual factors12. How much is the ticket can you accept when you visit this theme park?A ￥50-100 B￥100-150Thanks again for your patience; I wish you success in your work!。