主题乐园IP衍生品开发管理模式研究  

Research on IP Derivatives Development andManagement Model of Theme Park

作　　者：刘小娟 冯思怡 LIU Xiaojuan;FENG Siyi(Shanghai University of International Business and Economics,Shanghai 201620,China)

机构地区：[1]上海对外经贸大学工商管理学院,上海201620

出　　处：《上海管理科学》2021年第2期41-51,共11页Shanghai Management Science

摘　　要：近年来,在IP经济大热的情况下,我国的各类主题乐园为吸引游客,纷纷将IP运用到了各类运营项目中,但由于缺乏创新和文化内涵的开掘,运营中出现了互相抄袭的严重同质化现象,基本上都是以大型游乐设施为依托,依靠门票经济作为主要的收入来源,乐园的持续运营难以为继。在此背景下,以主题乐园的IP衍生品开发管理模式为视角探索了我国主题乐园在IP经济下的发展模式,希望能够对我国的主题乐园建设运营提供借鉴。In recent years,with the popularity of IP economy,all kinds of theme parks in China have applied IP to various operation projects in order to attract tourists.However,due to the lack of innovation and cultural connotation exploration,the serious homogenization phenomenon of mutual copying appeared in the operation.Basically,the park relied on large amusement facilities and relied on ticket economy as the main source of income.The sustainable operation of the park was difficult to sustain.In this context,from the perspective of IP derivative development and management mode of theme parks,this study explores the development mode of theme parks in China under the IP economy,hoping to provide some reference for the construction and operation of theme parks in China.

关 键 词：主题乐园 IP衍生品 开发管理模式 

分 类 号：F272[经济管理—企业管理]