Timely attention to a new stage of cultural and economic mainstream of consumer demand, China's modernization, a harmonious society, the cultural industry development opportunities and challenges. Investment theme park is actually a phenomenon of cultural transmission. How to make good use of Chinese elements, carry forward the Chinese culture, China's domestic theme parks "Breakthrough" is an important path.
Theme Park (theme park) is around specific themes and planning, construction of special environmental and recreational projects of the new park is a stage of entertainment space, is a leisure entertainment industry. Netherlands' Lilliput horses Luo Dan "theme park can be said to sprout, inspired by this model, the United States in 1955, Disney animators built a true sense of the world's first theme park Disney parks (Disney Land). Disneyland is a very rich imagination to design the park, is considered to be "the happiest place." This man-made landscape, once available, quickly won a huge economic and social benefits. Since then, the "theme park" reputation in the world spread like wildfire. So far, Disney is the world's most influential and vitality of the theme park, theme park development process to become a landmark milestone.
The fourth generation of digital technology lead theme park
Theme park in China is heavily intertwined with a surprise topic. China's theme parks for over 20 years of history, has gone through four stages of development.
In 1989, as domestic theme parks for the mountains, Splendid China quickly became popular in the domestic tourism market, setting off a theme park around the building boom, a variety of man-made landscape, miniature landscapes, recreational facilities have been established in various places, known as Guangzhou Three playgrounds of the East Park, Lake Park, Sun Island park construction, represents the first generation of theme park building boom.
In the late 1990s, with OCT, three city, Water Margin City, represented the second generation of theme park have been unveiled. At that time, only appeared in Guangzhou, about 40 theme parks, Beijing has 39 theme parks.
The early 21st century, China's third generation of theme park development has reached the climax, the tropical storm Shanghai, Suzhou park, park in Wuhan Yangtze River forms have become more fashion masterpiece. At that time, at least 24 provinces, municipalities and autonomous regions to tourism as a pillar industry, the development of themed attractions and theme parks to get the encouragement and support.
In recent years, huge investment in new theme park continues to build, a new round of renewed upsurge in the construction of theme parks. The use of computers, artificial intelligence, automatic control, digital technology and other high-tech world of happiness, Happy Valley Park and sci-fi series, four-dimensional animation series theme park, along with the fruit picking as a marketing platform for theme parks have "adverse economic gains across the board", the first four generations of the theme park highlights.
Hot money influx of chaos
April 8, 2011, the world's sixth Disneyland groundbreaking ceremony was held in Shanghai Pudong. April 12, Jintan Changzhou, "East Salt Lake City" project to open 80 billion investment to build, covers an area of 27.8 square kilometers. April 17, Wenzhou (Taishun) movie settled Taishun, the total investment of more than 5.0 billion, the project planning area of 5,000 acres. April 29, in Nanjing, Jiangsu Lishui Shiqiuzhen (National) Park, the future of film culture and creative industries inaugurated, with a total investment of 5.0 billion, a project covers an area of 2113 acres. In early May, Japan's Sanrio Co., Ltd. and domestic tourism development co-signed a cooperation agreement, announced the launch of its "Chinese Bamboo" Anji together to build China's first "Hello Kitty Home" project. According to incomplete statistics, the only theme park in the Yangtze River Delta region for the total capital investment of about $ 60 billion.
Thousand sails compete in the theme park industry filled a variety of passion and dreams, but also chaos. Faced with such prosperity, we need cool-headed analysis and reflection. Sort out the ups and downs of China's theme park history, will inevitably make people tremble with fear: to be applied as a curse, a lively debut, has sadly dropped. Catch up with Disneyland as one of Suzhou "Froebel science park 'closure, 10 billion investment failed to be implemented; Guangzhou Panyu Dragon World, Universal theme park Shanghai, Guangzhou East Park, Hangzhou Future World and so on have closed. Data show that since the 1980s, China has developed a total of nearly 3,000 different sizes theme park, a figure far above the national number of cities above the prefectural level now. Of these, the loss of up to 70%, 20% of capital preservation, only 10% of the theme park made a profit, about 90% is difficult to recover their investments. National investment in theme park more than 2,000 operators have tasted the "hot money bad deal," the taste.
Looking at the rapid development of China's theme park, the following problems.
First, the herd, comparisons with each other, excessive competition. Shenzhen Overseas Chinese Town and the successful demonstration of the interests of drivers, many parts of the theme parks as a means to get rich quick, excessive pursuit of "less investment and quick." Local government unilaterally see the theme park is only the interests of space, while ignoring the local theme park's objective conditions. Ghost Town, Journey to the West Palace, the traditional theme of the three city projects everywhere, mechanical power of the recreational facilities, the project almost all types of cities throughout the various parks. The country of "Journey to the West Palace," there have been more than 50 kinds of folk Grand National Park and the Folk Village has reached more than 30, as well as around the building to the performance of foreign culture and as the representative of the "World Grand View Garden", many cities spend huge capital in the summer "stove" in the snow to create a "fairy tale world"; greater investment in the "Safari" duplicate construction projects are becoming increasingly serious. With Disney since 1955, only five at the rate of development compared to the development of China's domestic theme parks seems to have "rush." Theme park theme repeated and crash location, the process of building a theme park in China's outstanding problems.
Second, the theme of lack of new ideas, products, lack of innovation. Many theme park is only a successful business model of a simple case of imitation and shoddy, although many projects, but no fine, no unique distinctive theme, so many domestic theme park mode, the content is very similar. Theme is the soul of theme parks, theme parks and innovation is the life. If similar or identical theme park theme, visitors will lack interest in these parks, theme parks such source, which results in greatly reduced, lower profits.
Third, the market demand is not enough in-depth analysis, comprehensive and objective. Survival and development of the theme park must face the market, from the tourist market and traffic conditions and the level of regional economic development and other aspects of a full investigation, research the target market and do feasibility studies. And deviation from the actual market demand, especially the actual needs of the grandiose regardless of Worship, will result in supply and demand gap, the potential danger is the large self-evident.
Fourth, the short chain operating income, profit model is too simple. The real theme park with a cultural context, advanced hardware and software services in place, etc., and have their profit model. China theme park more than 80% of revenue from tickets, and other derivative products and the development of profitable channel is still in its infancy. From an investment point of view, a single profit model itself is a risk, which makes the theme park managers financing difficult to obtain effective results, set up in the theme park of the various fixed assets, in the case of passenger traffic is almost no article worth. This is also the loss of China's most important reason for the theme park. The world's successful theme park to be the major point is entertainment, dining, lodging and other facilities projects, as ticket sales only cover the cost of routine maintenance. At the same time, the characteristics of intellectual property through the sale of tourist souvenirs have get a second profit.
To break the siege culture
According to the World Tourism Organization predicts that by 2020 China will become the world's largest tourist destination, will attract international tourists every year 140 million people. U.S. researchers said economic research firm, China's theme park "at least 1 million passengers per year of untapped potential." Gaps in the market is the theme park business. With China's economic rise and the accelerated process of urbanization, urban theme park, this type of tourism and leisure products will gradually become a major consumer of leisure, recreation places.
In 2009, the State Council promulgated the "Cultural Industry Promotion Plan" that "theme park is to expand cultural consumption, the development of cultural industries, cultural heritage an important platform to accelerate the construction of proprietary, high-tech, full of Chinese cultural characteristics theme park. " At present, many places in the construction of a variety of theme parks. However, the construction of theme parks with the country's cultural revitalization plan in tune, in tune with the urban planning, not talking to itself. Theme parks in the development of cultural industry projects of this type, there should be limited to three words: high-tech, intellectual property rights, promote the Chinese culture. The three qualifiers in the development of theme parks under the premise is basically in line with national cultural policy. China's growing consumer groups, contemporary culture, a new form of cultural entertainment in the world is full of expectations. Timely attention to a new stage of cultural and economic mainstream of consumer demand, China's modernization, a harmonious society, the cultural industry development opportunities and challenges. Investment theme park is actually a phenomenon of cultural transmission.
Therefore, how to make good use of Chinese elements, carry forward the Chinese culture, China's domestic theme parks "Breakthrough" is an important path. We have to dig deep cultural connotation of the theme park, inherited the fine tradition of historical development, optimizing the performance of the form of a variety of subjects, and further build the brand theme parks, theme parks and enhancing our culture and the attractiveness of the dual market, the brand for China's theme parks international, leading modern Chinese business culture to the world; the other hand, to promote the theme park innovation, the introduction of re-innovation and integrated innovation, speed up transformation and upgrading of the product theme parks, theme parks, based on the cover to further promote multi- complex tourism complex, Echelon products through innovative theme park, the realization of China's magnificent theme park format upgrade. Liu dense
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