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 房地产开发：邀迪斯尼、环球影城专家出谋献策北京要建主题公园（转贴） |
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房地产开发：邀迪斯尼、环球影城专家出谋献策北京要建主题公园（转贴） -- 安普若 - (850 Byte) 2004-6-16 周三, 10:12 (1364 reads) |
安普若
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作者：安普若 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
Theme Parks Face Roller Coaster Ride
Xiao Rong 02/23/2003
Beijing's World Park is one of the many older theme parks around
By Xiao Rong
A new wave of theme park investment frenzy appears to be hitting China, as two of the world’s biggest industry rivals move in for a slice of the country’s huge mark.
With the signing of a preliminary agreement last December between Universal Parks and Resorts and the Shanghai government, Shanghai Universal Studios Theme Park, the first international-standard theme park in the Chinese mainland, is scheduled to open in 2006.
Meanwhile in January, US entertainment giant Walt Disney International started construction of Hong Kong Disney Park, its third theme park outside America.
Most of China’s nuerous homegrown theme parks that have been around for more than 10 years, however, are now languishing in various states of neglect.
Hard times
World Paradise, in Pi County near Chengdu, Sichuan province, is just the latest casualty in a string of once-successful theme parks fallen on hard times.
Entrance fees have been cut by almost 50 percent in the past two weeks, while much of the park is under threat of demolition, according to a report in Chengdu’s Western City Daily on February 6. “We have to admit that the park is now facing severe difficulties, with a declining number of visitors,” World Paradise board chairman Xie Guoxiang, tolBeijing Today.
“Our company will hold a meeting of shareholders in the near future to discuss the transformation of our theme park project, which clearly needs upgrading,” he saidSince opening in 1994, World Paradise has seen a total of 6 million visitors. For the first two years, it was the most popular among all the theme parks in the Chengdu area.
The flow of visitors declined sharply after 1996, says Xie, but he was reluctant to reveal whether the company had gained returns on its initial 438 million yuan investment in the project.
Few survivors
“Among those first round of theme parks built in the late 1980s and early 1990s, few have survived, even after a short priod of popularity,” says Professor Wu Bihu, director of Beijing University’s Center for Recreation and Tourism ResearchOf the over 20 theme parks built in the Shanghai area in the early 1990s, with an investment of more than 100 million yuan each, most have closed their doors, he says.
Wu attributes the failure of most domestic theme parks mainly to the lack of self-owned intellectual property rights in the field of entertainment and tourism facilities.
“Developers and investors need to improve their management of theme parks and avoid simply attempting to replicate foreign theme parks,” he stress.
In the view of Xie Guoxiang, the decline of World Paradise is mainly due to an overemphasis on attempting to recreate world-famous scenic spots, at the expense of neglecting fundamental tourism facilities.
“Chengdu is a city boasting of abundant natural and historical rsources, so most visitors come to World Paradise mainly out of curiosity about the artificial spots here,” say Xie.
However the company has failed to develop hotels, restaurants and other entertainment facilities to attract more visitors, he maintains.
“It’s really important to upgrade the project by sustainable development, which we haven’t realized until now,” Xie concl.
Referring to the failure in the 1980s of the string of Journey to the West theme parks, based on the ancient Chinese classic, Fang Zehua of the Beijing Tourism Bureau stresses the importance of innovation in developing new projects.
“Those theme park projects that employ out daed technology, low quality management and merely imitate the ideas of others, are bound to fail,” Fang says.Originality key to success
Although the majority of those early theme parks failed, some have defied the odds and still attract thousands of visitors, according to Wu Bihu.
A chain of theme parks in south China’s Shenzhen, the Dinosaur Park in east China’s Changzhou, the Song Dynasty Town in Hangzhou, all continue to thriveAmong these, the theme park chain in Shenzhen, which includes Splendid China, The Window of the World and China Folk Culture Village, is the most successful.
In Wu’s opinion, the success of these theme parks lies mostly in their good market orientation and originality in project management.“Located in the Pearl River Delta region, China’s economic poweouse, Shenzhen has a unique advantage in attracting visitors both from the mainland and from the Hong Kong region. Such people can afford the high charges levied by the theme parks,” Wu says.Besides a variety of performances for visitors to enjoy while sightseeing, a comprehensive set of facilities ranging from dining, accommodation, and entertainment are also available to maintain the interest of travelers.
Wu predicts that several typical regional theme parks will flourish in China in the next five to ten years, around Beijing, Shanghai, Shenzhen and Hong Kong.
“I’m confident in the future success of the Shanghai Universal Sdios Park because of the economic advantage of Shanghai and the technological support from Universal Studios,” hesays.
The proposed park is to be built in the south of the Huangpu Riverbank Development project, near the 2010 World Expo site.
Wu also expresses optimism about the popularity of the Hong Kong Disney Park now under construction.
With the two international-standard theme parks on the way in Shanghai and Hong Kong, Wu says Beijing should now be developing its own regional theme park.
Beijing’s tenth five-year tourism plan in fact, makes special mention of the construction of a comprehensive theme park, which will mainly focus on high technology and folk culture.
“The orientation of high technology is vague, as the use of high technology is a must for the sustainable development of any theme park,” says WuHe suggests Beijing should combine its rich cultural and historical resources with the promotion of high technology to develop self-owned intellectual property rights in running theme parks.
China must avoid repeating the failures of the first wave of theme park investments, stresses Wu, and develop a series of real regional theme parks in this new round of theme park competition.
作者：安普若 在 海归商务 发贴, 来自【海归网】 http://www.haiguinet.com
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