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Talking about the off-season operation skills of theme parks
The change of the off-season season is a normal phenomenon for the whole year of the theme park. For the general paradise, the off-season is about 180 days from the end of the Spring Festival to the end of April, after the National Day and before the Spring Festival of the next year, accounting for 49% of the whole year. Operating time, how to spend this "long night" is the most headache for every park operator. During this period, the park generally faces three major difficulties in its operation:
First, the passenger flow is declining and the income is seriously shrunk;
Second, the amusement equipment facilities are insufficiently received, the operating costs remain high, and the human waste is serious;
Third, the brand promotion is weak, and the marketing promotion content lacks highlights.
Then, as a manager, what measures should be taken in the off-season to get rid of the above dilemmas, improve the income of the park, and ensure the sustainable operation of the park? Let's talk about some of the skills and experience of the park in the off-season.
First, the wrong peak operation: skillfully use the off-season time "opportunistic"
In the case of relatively small passenger flow in the off-season, the use of operational data monitoring to perform peak-shift operation on amusement equipment can not only ensure the cost performance of visitors in the amusement park experience, but also save energy and reduce consumption, reduce operating costs; The equipment is in the off-season for peak maintenance and annual inspection to ensure the safe operation of the peak passenger flow during the peak season and reduce the opportunity cost of maintenance; the low-season passenger flow is small, and the internship and part-time personnel are double-selected to effectively control the human resource cost; The time is to train the staff in the skills training, service improvement, fire safety drills, to ensure that the service quality of the light and long season operation continues to be stable at the same level.
Second, the wrong peak promotion: use the price to activate the stock user
In the off-season, the core customers have not decreased for the park. Just because the weather is cold, the experience is declining, the demand is weakened, and the experience is expected to decline. The customer satisfaction will be easy to improve, so we should find ways to activate our consumption. Groups, paying close attention to the characteristics of consumption, using the Internet to incite the market, create word of mouth in the off-season, and store water for peak season sales. For tourists, the easiest and most intuitive way for them to perceive is the price/performance ratio of the products. To this end, we can adopt the following three product combination promotion modes:
(1) Equipment promotion, this kind of promotion is mainly based on the consumer groups of amusement demand. For the group that pays attention to the products of the park for a long time, the irregular promotion every year can attract the consumption of such people and achieve the purpose of income generation in the off-season;
(2) Three-party joint promotion with the theme activity entertainment original equipment secondary consumption, the focus is to pay attention to grasp the intensity and rhythm of the activity, can gradually reduce the promotion cycle of the Oasis search activity, pay attention to locking the passenger flow in advance, and maintain the policy before and after Coherence will not lead to consumer exclusion.
(3) Use the scene to be divided into promotions to satisfy the consumer's excitement in a specific scene. The park successfully divides the event into a rich and free play scene for all-round interpretation. “1 yuan experience” and “9 yuan play” set a scene for visitors to play at a low price, so that consumers can pay for their feelings. It seems that the income from the operation of the park is negative, but in fact, the third-party diversion demand has been solved. With the model of “wool on the dog and pigs to pay the bill”, the satisfaction of the tourists has been improved, and the external force has been used to realize the off-season income of the park.
Third, the wrong peak activity: skillfully use the activity tandem season products
The organization of the off-season activities requires a unified plan, the purpose of which is to turn "silent zigzag" into an "active fan". Each phase of the event should be linked to the theme of the park by a coherent storyline. The best practice is to create It belongs to the park's own classic brand activities, and each year can form an atmosphere of tourists participation in a certain period of time. On the one hand, it forms the IP of the park's own activities, and on the other hand, it forms a strong customer identity, so that it can be separated by activities in the off-season. There are products.
Fourth, the wrong peak marketing: the power of the full use of the Internet
With the help of the Internet, a strong Internet content marketing team was formed to take advantage of the younger theme marketing, “Happy Base for Young People”, and to integrate content channels on this basis to successfully build awareness of the park and event products in the hearts of consumers.
In summary, the overall idea of the operation of the off-season park is actually a fault-to-peak operation. It uses the looser resources in the off-season to achieve efficient use of resources through integration, thus achieving low-income revenue.
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