I摘要主题乐园是许多城市的一张名片和重要的旅游资源，可以提升城市旅游产业和相关产业的发展，为当地提供更多的就业机会，完善城市环境优化和土地的开发，以及促进城市文化形象的传播。伴随着2016年6月16日上海迪士尼主题乐园开园，作为主题乐园中行业领先者的迪士尼乐园正式走进中国大陆。然而上海迪士尼主题乐园在取得开业首年即盈利的优异成绩后，业务表现却不断下滑，显然，这与外界对于上海迪士尼主题乐园的期待以及迪士尼自身计划来说是不符合的。基于此，本文以上海迪士尼主题乐园为研究对象，结合国内外的研究成果，以取得经济效益和社会效益为目标，使用SWOT分析法对上海迪士尼主题乐园的发展战略进行分析。通过研究，本文得出主要研究结论如下：（1）上海迪士尼主题乐园目前存在着“配套设施十分完善”但“业务表现不断下滑”的发展现状，主要存在“缺乏人文关怀的排队长龙”、“难以接受的高昂物价”和“热情不足的服务态度”“泛滥成灾的非法中间人”等问题。（2）上海迪士尼主题乐园拥有着“夺人眼球的众多IP”、“纯粹迪士尼化的园区设计”和“永不停息的创新之路”的优势；而在劣势方面“东西方文化的巨大差异”、“严寒酷暑的不利气候”造成问题也十分突出；机会方面“区域地理位置极佳，客源潜力巨大”“我国旅游行业发展环境好”给予乐园广阔的发展前景；而在威胁方面“知识产权法律保护不到位”、“区域内部主题乐园众多，竞争压力大”等威胁突出。（3）上海迪士尼主题乐园的发展战略应在“做好原汁原味本土风”、“提升园区管理水平和服务机制”、“健全信息反馈机制”、“树立负责的企业形象”等方面做出成效。关键词：主题公园；发展战略；SWOT分析法；上海迪士尼主题乐园IIAbstractThemeparksareabusinesscardandimportanttourismresourcesofmanycities,whichcanpromotethedevelopmentofurbantourismindustryandrelatedindustries,providemorejobopportunitiesforlocalpeople,improveurbanenvironmentoptimizationandlanddevelopment,andpromotethedisseminationofurbanculturalimage.WiththeopeningofShanghaiDisneythemeparkonJune16,2016,Disneyland,astheindustryleaderinthemeparks,officiallyIIIenteredtheChinesemainland.However,thebusinessperformanceofShanghaiDisneythemeparkcontinuestodeclineaftertheparkmadeaprofitinitsfirstyearofoperation.Obviously,thisisnotinlinewiththeoutsideworld'sexpectationsofShanghaiDisneythemeparkandDisney'sownplans.Basedonthis,thispapertookShanghaiDisneythemeparkastheresearchobject,combinedwiththeresearchresultsathomeandabroad,inordertoachieveeconomicandsocialbenefitsasthegoal,usingSWOTanalysistoanalyzethedevelopmentstrategyofShanghaiDisneythemepark.Afterrigorousanalysis,themainconclusionsofthispaperareasfollows:(1)thecurrentdevelopmentstatusofShanghaiDisneythemepark,whichischaracterizedby"perfectsupportingfacilities"but"decliningbusinessperformance",mainlyexistssuchproblemsas"longqueueswithouthumanisticcare","unacceptablehighprices","inadequateserviceattitude"and"rampantillegalmiddlemen".(2)ShanghaiDisneythemeparkhastheadvantagesof"eye-catchingIP","puredisney-styleparkdesign"and"never-endinginnovativeroad".Intermsofdisadvantages,"thegreatdifferencebetweeneasternandwesterncultures"and"theunfavorableclimateofseverecoldandheat"causedproblems.Intermsofopportunities,"excellentregionallocation,greatpotentialoftourists"and"gooddevelopmentenvironmentofChina'stourismindustry"providetheparkwithabroaddevelopmentprospect.Intermsofthreats,suchthreatsas"insufficientlegalprotectionofintellectualpropertyrights","numerousthemeparksintheregionandgreatcompetitivepressure"areprominent.(3)thedevelopmentstrategyofShanghaiDisneythemeparkshouldachieveresultsin"doingagoodjobinauthenticlocalstyle","imp...
