国际经济与贸易学院知识库

       文化产业作为新兴产业近年来发展十分迅速，已经成为我国经济建设的重要组成部分，对我国优化经济结构、增加消费、促进就业等方面具有明显的促进作用。近几年来主题公园业作为文化产业的重要组成部分增速喜人，不仅成为了我国经济发展强有力的增长点，也满足了人民群众的文化需求，对我国文化传承创新发展起到了重要作用。中国因庞大的人口和高速增长的经济，具备了庞大的市场规模和发展潜力，加之我国主题公园业发展还不成熟，因此吸引了大批资本的注意。一方面，国际主题公园巨头大多有对中国市场的投资计划或者已进入中国市场。另一方面，中国本土主题公园品牌并未坐以待毙，纷纷打造自身项目特色，制定适合自身的发展模式，扩大品牌影响力，进行全国布局，争夺主题公园市场。主题公园市场竞争日趋激烈。方特和迪士尼都在世界主题公园业占据着重要地位，业务模式存在诸多相似之处。虽然方特主题公园发展态势强劲，但跟全球主题公园行业第一的迪士尼乐园相比仍有一定差距。多年以来，迪士尼公司牢牢占据着主题公园行业龙头地位，在主题公园市场中保持着强劲的竞争力，因此探寻迪士尼与我国主题公园盈利模式的异同显得尤为必要。
       本文采用对比分析的方法，首先整理归纳了国内外学者关于文化创意产业发展、主题公园发展、企业盈利模式的相关研究成果，接着阐述了国内外主题公园业现状和我国主题公园业发展特点，然后基于盈利模式五要素对比分析迪士尼与方特的盈利模式，再结合两家企业的财务指标对迪士尼和方特的偿债能力、营运能力、盈利能力、发展能力进行盈利模式对比分析，定性与定量研究相结合，发现方特公司在盈利模式中存在如旗下IP单一且受众较小、营收结构单一等问题，最后针对发现的问题提出如丰富IP体系、拓展主营业务收入渠道等改善方特公司盈利模式的建议。本文选取方特和迪士尼作对比分析，探索方特盈利模式存在的不足并针对不足提出解决措施，对改进我国主题公园盈利模式和提高主题公园竞争力具有深刻的现实意义。

关键词：主题公园；盈利模式；迪士尼；方特；文化创意

As an emerging industry, cultural industry has developed rapidly in recent years and has become an important part of China's economic construction. It plays an obvious role in optimizing China's economic structure, increasing consumption and promoting employment. In recent years, as an important part of the cultural industry, the theme park industry has enjoyed a gratifying growth rate. It has not only become a strong growth point of China's economic development, but also met the cultural needs of the people, and played an important role in China's cultural inheritance, innovation and development. Due to its huge population and fast-growing economy, China has a huge market scale and development potential. In addition, the development of China's theme park industry is not mature, so it has attracted the attention of a large number of capital. On the one hand, most international theme park giants have investment plans in the Chinese market or have entered the Chinese market. On the other hand, China's local theme park brands are not waiting to die. They have created their own project characteristics, formulated their own development model, expanded brand influence, carried out national layout and competed for the theme park market. The market competition of theme parks is becoming increasingly fierce. Both Fangte and Disney occupy an important position in the world theme park industry, and there are many similarities in their business models. Although the development trend of Fangte theme park is strong, there is still a certain gap compared with Disney park, which ranks first in the global theme park industry. Over the years, Disney has firmly occupied the leading position in the theme park industry and maintained strong competitiveness in the theme park market. Therefore, it is particularly necessary to explore the similarities and differences between Disney and China's theme park profit model.

Using the method of comparative analysis, this paper first summarizes the relevant research results of domestic and foreign scholars on the development of cultural and creative industry, the development of theme parks and enterprise profit model, then expounds the current situation of theme park industry at home and abroad and the development characteristics of theme park industry in China, and then compares and analyzes the profit model of Disney and Fangte based on the five elements of profit model, Combined with the financial indicators of the two enterprises, this paper makes a comparative analysis of the profit models of Disney and Fangte in terms of solvency, operation ability, profitability and development ability, and combines qualitative and quantitative research. It is found that Fangte has problems in the profit model, such as single IP, small audience and single revenue structure. Finally, aiming at the problems found, this paper puts forward some suggestions, such as enriching the IP system Expand the main business income channels and other suggestions to improve the profit model of Fangte company. This paper selects Fangte and Disney for comparative analysis, explores the shortcomings of Fangte's profit model, and puts forward solutions to the deficiencies, which has profound practical significance for improving the profit model of China's theme parks and improving the competitiveness of theme parks.

Keywords: Theme park;Profit model; Disney; Fangte; Cultural creativity