| Tourism is one of the biggest growing industries in the world economy, and the theme park is a kind of modern tour resources in modern tourism industry. As a new tourism attraction, it includes the science technology, amusements, recreations, services, and so on. Let's look from the scope of the world, the development and the rise of theme park is closely related to the development of a country's industry and the improvement of people's living level. Since Disneyland succeeded in 1995 in California, USA, the theme park bloomed all over the place in the United States quickly. Then theme parks in Europe and Asia were developed in the influence of Disneyland. China has been the very high growth market with a great deal of potential for more theme park developments, just because of Splendid China in 1989. Theme parks in China have experienced much trouble for about 15 years since 1989. According to the data published, there were about 2,500 theme parks in China, with a capital investment of 300 billion RMB. Many local theme parks failed to get enough profit, and most were forced to close. There are almost 70% parks which had big losses, about 20% ones that got the deuce, and no more than 10% park which benefited from their investment. It's a pity that now there are also many projects which are doing without a thorough plan. This essay is written against the background of such issues. We choose Differentiation Strategies as a tool of solving these issues for our theme parks. The thesis is mainly divided into introduction and five chapters. The part of introduction touches mainly on the background, domestic and international research, and the meaning of the essay. By studying the documents published, we can find that researchers of our country focus on such studies as developing of the theme park, district layout, marketing, and cross-knowledge are hardly used. Concerning the strategy and competition, the related research of domestic is still not mature. Part one is an overview of the theme park. The definition, characteristics and classification of the theme park are introduced here, and the development and function of theme parks in China is introduced here, too. With the contents and the form have being changed; concepts of the theme park are different. Combining all kinks of standpoints, we understand the theme park as follows: it may be formed by buildings, shows, attractions, rides and the special culture which is the most important. Through the overview of the theme park in China, we can get more information and knowledge of our theme parks. The function of our theme parks is mainly three aspects: a. Improving the structure of our tourism industry; b. Promoting the district economy and the city's image. c. Forming the base of the creative culture. In part two, utilizing PETS method and Professor Michel Porter's Five Force of Competition to make environment, market and the industry's competition analyzing. The state of competition in the theme park Industry is a composite of five competitive forces: a. The rivalry among competing sellers in the theme park industry. b. The potential entry of new competitors. c. The market attempts of companies in other industries to win customers over to their own substitute products. d. The competitive pressures stemming from supplier-seller collaboration and bargaining. e. The competitive pressures stemming from seller-buyer collaboration and bargaining. Five issues of the theme park in China and the analysis of the cause are explained here. While theme parks developing in China, these problems went with that. In this period, many theme parks joined in the construction, and some ones even came out by "cloning". So these parks ended in failure. In a word, these issues are: a.Our theme culture is lack of own soul, the theme designed without combining the market need is basic reason of this problem. b. The ability of supplying theme product series is not gotten, and we are lack of creative ability in China. c. Without a master plan, many projects hurried up constru... |
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