价值链视角下我国主题公园盈利模式研究-艺术学专业论文.docxVIP

万方数据 万方数据 中文摘要 中文摘要 我国主题公园进入快速发展阶段，如华侨城欢乐谷、宋城、中华恐龙园、方特等主题公 园都展开激烈竞争，但是在众多的主题公园经营中只有极少数在盈利。在前辈学术研究的基 础之上，在新一波投资建设热潮已出现但相关盈利理论研究又准备不足的背景下，笔者以价 值链理论为主题公园盈利模式的切入点，并将结合个人的学习以及实践经历，通过对主题公 园发展历史、营运现状、盈利模式的一一展开分析，由于盈利的多样性，就实际运用价值链 中就设计、生产、销售等诸多环节就形成了不同的主题公园盈利模式。从而引出主题公园价 值链的打造与延伸，分别从主题公园价值链纵向一体化、横向一体化以及多元化盈利三个方 面改善主题公园价值链，并借助我国的典型案例进行进一步的验证分析，试图进一步分析我 国主题公园盈利中存在的问题，从而总结中国主题公园运营中的启示和建议，为主题公园创 造更大的盈利空间，增强主题公园企业的盈利能力。让主题公园盈利无疑具有鲜明的理论意 义和现实针对性。 关键词 主题公园 盈利模式 价值链 I 南京艺术学院硕士学位论文 英文摘要 Theme Parks in China entered a rapid development stage, such as OCT Happy Valley , Song Cheng , China Dinosaur Park , square Principal theme parks fierce competition, but in many theme parks operating in only a handful in earnings . Based on academic research under predecessors above , in the new wave of investment and construction boom has occurred but the associated earnings theoretical studies and the lack of preparation of background . The author of the theory of the value chain profit model theme park entry point , and the combination of the individual learning and practical experience through the history of theme park development , operational status quo, profit model unfold one by one analysis , which leads to the theme park to build and extend the value chain , from theme parks are vertically integrated value chain , horizontal integration and diversification improve the profitability of the three aspects of the value chain of theme parks . Due to the diversity of earnings, the actual use of the value chain on the design, production, sales and many other areas to form a different theme parks profit model. With the typical case of further confirmatory analysis , trying to further analysis of the theme park earnings problems and to summarize China theme park operators in the notices and recommendations for the creation of a theme park greater profitability , and enhance the profitability of the theme park business . Earnings will undoubtedly make the theme park has a distinct theoretical and