深圳欢乐谷发展的现状及趋势.doc

摘要：我国主题公园是新兴的旅游项目，它随着旅游业的兴盛而出现和发展壮大，是未来旅游业发展的重要趋势。珠江三角洲是我国主题公园集中分布地区之一，但除少量的主题公园仍然保持盈利外，大多数主题公园在经历过开业时短暂的兴旺后，如今都在惨淡经营。面对此现状，本文从主题公园的概念和自身特点出发，通过对深圳欢乐谷的兴起与发展的了解，以及对深圳欢乐谷发展现状及规划建设对策的分析，试图探讨出深圳欢乐谷未来发展趋势，从而更好的走上健康、可持续发展之路。

关键词：现状；趋势；深圳欢乐谷

Abstract：The theme park in China is a new item of tourism, which along with the prosperity of the tourism industry and the occurrence and development of the future, is the important trend in the tourism development. Pearl River Delta is China's theme park concentrated distribution area, but with the exception of a small theme park remained profitable, the majority of theme park in experienced a brief boom after the opening, are now keep going by painstaking effort. In the face of this situation, this article from the theme park concept and its own characteristics, through to the Shenzhen Happy Valley of the rise and development of knowledge, as well as to the Shenzhen Happy Valley development and construction measures of the analysis, to explore the future development trend of Shenzhen Happy Valley, resulting in better health, go on the road of sustainable development.

Key Words： Present situation;Trend;Shenzhen Happy Valley

　　　21世纪，人们对主题公园的期望除能享受景观外,更多地强调活动经历、参与及学习。深圳欢乐谷之所以能在立于不败之地，是因为深圳欢乐谷将以主题创新、品牌形象带动主题公园的全面发展，以品牌和资本的输出进行商业扩张，使企业向规模化、大型化、集团化方向发展。因此深圳欢乐谷要坚持：房地产开发、商贸和短期度假市场；普遍应用高科技成果,娱乐活动鼓励游客参与；通过滚动开发，延长生命周期；营销渠道由单一型向多元化发展；通过资本经营和品牌经营进行商业扩张，向集团化发展。