伴随着国内旅游业的蓬勃发展,主题公园类旅游景区(点)逐渐受到旅游者青睐。它作为拓宽旅游产品体系的新形式,有着巨大的发展空间及潜力,扮演着越来越重要的角色。文章基于对深圳锦绣中华经营现状的了解,分析出专业管理人才短缺、资金投入后劲不足、文化内涵挖掘不够等问题,并提出加强专业人才培养、注重品牌化经营及深挖地方文化内涵等发展对策,以期促进深圳锦绣中华的可持续发展及为其他类似公园的经营提供借鉴。 With the vigorous development of the domestic tourism industry, theme park tourist attractions (spots) are gradually favored by tourists. As a new form of expanding tourism product system, it has huge space and potential for development and plays an increasingly important role. Based on the understanding of the status quo of Shenzhen Splendid China operation, the paper analyzes the problems such as shortage of professional management personnel, lack of funding ability and inadequate excavation of cultural connotation, and puts forward some development countermeasures such as strengthening professional personnel training, emphasizing brand management and deeply digging local cultural connotation. With a view to promoting the sustainable development of Shenzhen Splendid China and providing reference for the operation of other similar parks.