随着生活水平的提升，人们越来越重视于娱乐活动，对游乐体验的要求 也逐渐增加。在马来西亚，到主题乐园游玩是非常受欢迎的娱乐休闲活动， 但是依然有许多主题乐园一直面对着游客稀少的问题。其原因主要在于主题 乐园产品同质化，加上在地理位置、价格方面不具有优势，而无法吸引游客。 而马来西亚旅游业经过疫情的打击后，目前还处于缓慢恢复的阶段，但这也 给了主题乐园一个改善服务及设施的机会。而乐园能否发展得更好关键在于 是否能抓住市场机遇，采取合适的营销策略，提高消费者满意度。因此本文 将以云顶天城世界主题乐园为案例，对其营销策略做出研究。

本文主要通过网络资料来了解云顶天城世界目前的营销情况，分析其 PEST 宏观环境、竞争环境，并通过问卷调查收集了游客对于云顶天城世界的 看法及游玩情况。通过这些调查来发现其在产品、价格、渠道、推广方面存 在的营销问题，并且针对各方面提出了改善建议，以此提高消费者满意度。 此外，本文也分析了云顶天城世界主题乐园的市场定位，认为其必须更加强 调宣传 IP 故事及沉浸式环境的特色，使其成为自己的竞争优势，从而提升云 顶天城世界主题乐园对游客的吸引力。

With the improvement of living standards, people pay more and more attention to entertainment activities, and their requirements for entertainment experience are also gradually increasing. In Malaysia, visiting theme parks is a very popular entertainment and leisure activity, but there are still many theme parks that have been facing the problem of scarce visitors. The main reason is that theme park products are homogeneous and some of them have no advantages in location and price, making them unable to attract tourists. Malaysia’s tourism industry is still in the slow recovery stage after being hit by the epidemic, but this also gives theme parks an opportunity to improve services and facilities. The key for the park to develop better lies in whether it can seize the market opportunity and adopt appropriate marketing strategies to improve consumer satisfaction. Therefore, this article will take Genting Skyworlds Theme Park as a case to study its marketing strategy.

This article will mainly use online information to understand the current marketing situation of Genting Skyworlds, analyzes its PEST macro environment and competitive environment, and also collects tourists’ opinions and playing situation of Genting Skyworlds through questionnaire surveys. These surveys were used to find out the marketing problems in terms of product, price, place and promotion, and suggestions were made to improve each aspect in order to increase consumer satisfaction. In addition, this article also analyzes the market positioning of Genting Sky City World Theme Park and concludes that it must place more emphasis on promoting the features of IP stories and immersive environments as its competitive advantages, thereby enhancing the attraction of Genting Skyworlds Theme Park to tourists.