改革开放以来主题乐园蓬勃发展,如今已走向以科技和文化体验为核心第四代,成为旅游者经常光顾和消遣时间的旅游目的地。然而,繁荣背后存在问题,我国主题乐园的发展需要延续产品生命周期才能生生不息。本文以走在全国前列,唯一拥有自主知识产权并走向世界的品牌“方特”主题乐园为例,总结提炼出“方特”成功的旅游产品创新的经营模式,并分析模式成效和局限,促进“方特”更好的经营发展,同时对其他主题乐园的产品和经营提供经验和借鉴。 Since the reform and opening up, the theme park has flourished and has now moved to the fourth generation that focuses on science and technology and cultural experience. It has become a tourist destination where tourists often visit and spend their time. However, there are problems behind the prosperity, and the development of China’s theme park needs to extend the product life cycle to keep growing. This paper, taking the brand “Fang Te ” theme park which has the highest forefront in the country and the only independent intellectual property right to go to the world, sums up the successful business model of tourism product innovation and analyzes the effectiveness of the model And limitations, to promote “square special ” better business development, at the same time on the other theme park products and operations to provide experience and learn from.