Research On Operation Strategy Of Theme Park--"Dead Sea Of China" Project

With the rapid development of national economy and the visible improvement in the people' s living standard, tourism, one of the pillar industry of national economy, is experiencing a vigorous growth and has become one of the major choices for the people to spend their holidays nowadays. To meet customers' varying demands, theme parks emerge in China as the times calls. From the very beginning, theme park, being in existence in China for almost 20 years, had gone through many ups and downs. As a project characterized with great investment and comparatively long return cycle, the operation and management of theme park faced high risks and opportunities at the same time. This article aimed at analyzing those risks and opportunities by focusing on one of its key factors—operation strategy.The author believed, it was true that the preliminary construction concepts and planning was indispensable for the successful operation of a theme park. But more importantly, the layout and implementation of its operation strategies was the essential finishing point for the final success of the project, especially for a new theme park. By combining theory and practice, this article discussed the operation strategy of theme park and analyzed it as a whole process. Besides, some technicalquestions during the process also had been put forward for argument. From the above, we could find how the operation strategy and tactics strategy supplemented each other. Finally the decision had been made through discussion. That is, strategy operation layout was one of the most effective tool for decision-making and the park' s daily operation, which assured the harmony of theme park and its target market. But it was not omnipotence. The determinant factor for the success of theme park was the market response.This article is composed of six parts. The 1st part is a general introduction about the definition and origin of theme park and its development, current status, etc. ; the 2nd part analyzes the fundamental reasons contributed for the gap between the theme parks overseas and that in China and then point out the necessary need of theme park development in China; the 3rd part explains the important function of the operation strategy for theme park from the theoretical aspect; the 4th part discusses how to set up the strategic operation layout for theme park; the 5th part expounds the implementation of the operation strategy layout for theme park in detail; the last part lists some existing problems in current marketing strategies by taking China Dead Sea as an example, in order to provide some theoretical direction for operation strategy layout and implementation of theme park.