主题公园开发策划探讨

旅游地开发策划历来在旅游研究领域里处于比较滞后的地位。在分析国内相关旅游规划案例和研究的基础上，总结目前国内旅游策划的两种模式，即单项开发策划和全程系统策划。提出旅游地开发策划主要有4个阶段：选择市场阶段、进入市场阶段、逐步扩大市场阶段和保持市场阶段；并深入探讨策划的8个具体内容：项目背景与开发条件、市场分析与开发现状、产品开发策划，形象设计与CI策划，经济投入与产出策划、营销策划、公共关系策划和可持续发展策划；最后指出主题公园的发展趋势并提出策划过程需注意的4个原则。

THE SEARCH ON THE EXPLOIT MACNINATION OF THEME PARK

The exploit machination is in backward status in tourism research usually. Based on many examples and studies in China, summarized two kinds of models on exploit machination such as single and all-round machination. Pointed out that there were four stages mainly such as choose market, enter market, enlarge market gradually and remain market stages; and by using the theme park probing the eight contents such as program background and exploit circumstance, market analysis and exploit features, products exploit machination, image design, economy investment and output, sales machination, continuous development and public-relation machination. At last, pointed out some tendencies on the theme park and the four principles during the machination.