摘 要

1955年迪斯尼乐园的诞生带来了一个全新的概念——主题公园。在短短的半个世纪里，大大小小的主题公园在世界各地兴起，以各自不同的特色吸引着来自不同国家的游客。主题公园以其多样化的营销模式向前发展，不断地吸引更多的游客并且满足他们的需求。在这条路上，中国才起步不久，中国的主题公园需要怎样发展，需要怎样改进，需要向国外的主题公园学习些什么，这是当下应该关心的问题。
本文从迪斯尼乐园和欢乐谷这两大主题公园出发，首先阐述了主题公园的概念和发展现状，其次又介绍了主题公园的各种营销模式，然后通过举例对迪斯尼和欢乐谷的营销模式进行比较，指出中国本土主题公园的成功之处和不足以及今后努力的方向，最后结合中国自身的特色，为中国主题公园的发展提出建议。
本文可作为主题公园文化研究的文献补充，也可为中国今后主题公园的发展提供参考依据。

关键词：主题公园，迪斯尼乐园，欢乐谷，营销模式，发展

Abstract

The establishment of Disneyland in 1955 brought a brand-new concept——Theme Park. During the short period of half century time, many kinds of theme parks had been set up all over the world, whose respective features attract people from different nations. With the development of varied marketing models, theme park ceaselessly pulled increasing number of tourists and satisfied their needs. On this way, China has just been the beginning. How should the theme parks in China be developed, and improved? What should they learn from overseas? These are the questions that ought to be concerned.
This thesis focuses on the two theme parks, Disneyland and Happy Valley. It first defines the concept of the theme park and introduces their current development status; then it gives a brief account of the different marketing models of theme park following some examples to make a comparison between Disneyland and Happy Valley, thus pointing out the success and deficiencies of the theme parks in China as well as the direction to endeavor; At last, considering about the characteristics of China, it advises for the development of the theme parks in China.
The result of this thesis could not only be a supplement to the literature on the study of the theme park cultures, but also be the reference for the development of the theme parks in China.

Key Words: Theme Park, Disneyland, Happy Valley, Marketing Models, Development

1 Introduction
1.1 The Definition and Origin of Theme Park
Theme park, is a modern tourist place being constructed on the basis of a given theme and using modern technology and multiple setting mode of activities, which contains a great deal of amusement, leisure elements and service facilities. 
It is generally recognized that theme park derives from Netherlands, and prospers in the USA. Since the renaissance of Disneyland in California, America, in July 1955, the concept of Theme Park came into being for the first time. Theme Park, as a conceptualized form of traveling, was accepted and acknowledged widely and gradually by the whole world.