Research On The Competitive Strategy Of Fantawild Theme Park Businese In East China

With the growth of China's economy and the improvement of people's living standard,travelling has been more favorably received.In recent years,the average annual output value of tourism industry has increased far beyond the national GDP growth rate,and has become a pillar industry of national economy.The tourism of science and technology becomes a promising part of tourism industry,and a majority of tourists prefers tourism of science and technology and tourism of culture and leisure.Cultural and scientific theme parks is the best form of scientific and cultural tourism so that a large number of enterprises inside and outside of the industry enters,and even famous overseas theme parks enters one after anotherFantawild theme park is the fourth generation of Chinese scientific and cultural theme park,the kind featured with Chinese culture.Theme park business of Fantawild in eastern china is the core business among various regions,and eastern china is also one of the most competitive areas.Thus,how to stand out from numerous competitors has been a research topic that Fantawild has to deal with.The paper uses PEST method to analyze external macro environment of Fantawild theme park business.Through life circle theory and Industrial value chain theory,the paper concludes that Chinese scientific and cultural theme park still stays in the developing stage,and there's much potential for industrial development.Through the analysis of Industrial competitor behavior of CPM and the internal and external factors,the opportunities of Fantawild theme parks overweighs threats and Fantawild theme parks have their own competitive edges.Based on the analysis of the internal strategic environment,especially the research of tens of thousands of user behavior questionnaires regarding Fantawild theme parks in East China,the paper gains a lot of first-hand data.In this paper,by using SWOT matrix method,a number of alternative strategies has been developed,and then through the QSPM matrix method,differentiation competitive strategy has been adopted between strategic cost leadership strategy and the differentiation strategy.After specific targets of differentiation strategy is set,we put forward corresponding solutions and implement corresponding control measures and the guarantee system,effectively ensuring thesmooth implementation of "differentiation strategy" in East China Fantawild theme parks to consistently maintain the sustainable growth of Fantawild theme parks in cultural tourism industry.