基于六力互动模型下主题公园竞合格局分析与战略经营

在国家刺激内需计划的背景下,主题公园迎来第四次兴建热潮,市场环境也由对抗性竞争演变为合作性竞争。文章从要素提供者、购买者、替代者、互补者、同行业竞争者以及潜在进入者6方面分析主题公园竞合力量格局及相互关系,阐释了主题公园在竞合格局中对经济、人口、政策、产业及区位环境因素的依赖,提出以差异化培育核心竞争力、以空间集聚提高吸引力、以政府主导优化竞合机制和以战略联盟形式壮大主题旅游产业等战略措施,以实现主题公园在区域竞合①中合作共赢。

In the context of national plans to stimulate domestic demand,theme park construction booms in the fourth wave and the market environment has chang ed from antagonistic competition to cooperation.This paper analyzes the pattern of co-competition forces of theme parks and their relations from 6 aspects of providers,buyers,substitutes,competitors and potential entrants,illustrates its dependence on the economy,demography,policies,industries and location env ironmental factors,and then proposes the strategic measures to foster core comp etitiveness with differentiation,boost attractions with spatial concentration, optimize co-competition with governmental dominance,and strengthen theme touri sm industry with strategic union so as to realize win-win of theme park in regi onal co-competition.