CAJ | 학술논문

2000年至今关于主题公园经营管理的文献数量大幅度增加，取得了大量的学术成果，逐渐形成了三个学术热点。文章以品牌为角度，对2000-2012年的研究文献进行细分，按研究主题划分为品牌战略、品牌创建和提升、品牌塑造三个方面，在此基础上提出国内主题公园品牌研究的不足主要有对品牌和营销相关理论认识存在欠缺、品牌化运营与发展的研究力度较弱及缺乏品牌建设和管理的研究。在此基础上，该文结合第四代动漫主题公园的兴起，对未来的研究趋势进行了简单展望。
2000년지금관우주제공완경영관리적문헌수량대폭도증가，취득료대량적학술성과，축점형성료삼개학술열점。문장이품패위각도，대2000-2012년적연구문헌진행세분，안연구주제화분위품패전략、품패창건화제승、품패소조삼개방면，재차기출상제출국내주제공완품패연구적불족주요유대품패화영소상관이론인식존재흠결、품패화운영여발전적연구력도교약급결핍품패건설화관리적연구。재차기출상，해문결합제사대동만주제공완적흥기，대미래적연구추세진행료간단전망。
A substantial increase in the number of literature about the operation and management of the theme park Since 2000.It has made a large number of academic achievements, and gradually formed a third academic hot spots.To take brand as the angle, this paper classifies and divides the existing literature into three research topics of brand strategy, brand creating and enhancing, brand building. According to the article,the domestic theme park brand research mainly has the deficiency of the relevant theoretical knowledge of brand and marketing ,Brand operation and development of the research is not strong enough,and lack of brand construction and management research,has the deficiency of the domestic theme park brand research and forecasts the new tendency of future research.On this basis, this paper carries on the simple outlook to future research trend,which combined with the rise of the fourth generation of cartoon theme park.