Business Plan for 上海迪士尼.docx
《Business Plan for 上海迪士尼.docx》由会员分享,可在线阅读,更多相关《Business Plan for 上海迪士尼.docx(13页珍藏版)》请在冰豆网上搜索。
BusinessPlanfor上海迪士尼
BusinessPlan
for
ShanghaiDisney
TableofContents
1.Introduction1
2.TheReasontoChooseShanghai1
2.1.Political1
2.2.Economic1
2.3.Social2
2.4.Technology2
2.5.Environment2
2.6.Legal2
3.LessonsLearnedfromPastExperience3
3.1.Financial&Economic3
3.2.Cultural&Environment4
4.DifferentiationStrategies4
4.1.DifferentiationinScale4
4.2.DifferentiationinCost6
4.2.1.PricingDifferentiation6
4.2.2.AdditionalCost7
4.3.DifferentiationinProduct7
4.4.DifferentiationinCulture10
5.DisneyFlavor&ChineseCharacteristics10
5.1.ArchitectureStyle10
5.2.ContentDesign11
5.3.EatingHabit11
6.Conclusion12
1.Introduction
WaltEliasDisney,whowasthemostfamousanimationmasterdesignerinAmerica,establishedthewell-knownWaltDisneyCompany.HecreatedthecartooncharactersMickeyMouse,whichispopularamongtheworld.Tobringhappytotheworld,theWaltDisneyCompanydecidedtobuildathemeparknamedtheDisneyland.
TheDisneylandhasbecomethemostpopularthemeparkallovertheworld.TheDisneylandisapartoftheDisneyamusementpark,whichhasthemehotel,Disneydowntownandsomeotheramusementfacilities.
2.TheReasontoChooseShanghai
Tofindouttheanswertothequestion,PESTELModelcanbeusedtoanalyzethemacroenvironmentoftheShanghaiDisneyland.ThePESTELrepresentsixelementsinfluencedthecompany,whicharepolitical,economic,social,technology,environmentandlegal.Itshouldbenoticedthatitisjustamodeltoanalyzetheenvironment,andishardtoclassifyeveryaspectintoexactoneelementinreality.
2.1.Political
Withthenationalbecomemoreandmorepowerful,theChinesegovernmentembracestheforeigncapitaltoinvestinChina.ThisshowstheculturalconfidenceoftheChinese.
AlthoughtherearemanyVisaWaivercountries,manyChinesedonotorcannothaveavisatoleavethecountry.IfthepeoplewhodonothaveavisaandwanttovisitaDisneyland,theycouldgiveuptheideasregrettably.Sincethereasonmentioned,theShanghaiDisneylandcouldattractthesecustomerstovisititwithoutanyvisa.
2.2.Economic
SinceChinabecametheworld’ssecondlargesteconomy,thedisposableincomesofChinesearemuchmoresufficientcomparedwithlastfewyears.ThedecreasingofEngel’sCoefficientthesesyearsshowsthattheyarewillingtospendmoremoneyonamusementfacilitiestoentertainthemselves,includingvisitingShanghaiDisneyland.
ThetransportationinfrastructureofShanghaisavedplentyofmoneyforWaltDisneyCompany,sinceithasmorethan1,000busroutesinthecity.Intheairroute,ithasShanghaiHongqiaoInternationalAirportandShanghaiPudongInternationalAirport.Intherailroute,ithasmetro,lightrail,magneticallylevitatedtrain.TheFrenchgovernmentofferedtoextendtheParisrailwaytotheParkatacostofalmost$350million.ComparedwithFrench,thedestinationofNo.11ShanghaiMetroLineisShanghaiDisneyland.
MagiccityisanothernameforShanghai,indicatingthatitisacharmingcity.Shanghaiisoneofthebiggestmetropolisesinscaleandarea,andalsothefinancialcenterofChina,includingallelementsoffinancialmarketinChina.ItisnodoubtthatShanghaiDisneylandcanattractmoremainlandtouristthanHongKongdoes.
InsteadofDisneylandParis,theexperienceofbeingforeignsettlementwillmakeShanghaiembraceforeignculturemoreeasily.
Between1994and1999,Chinabuiltmorethan2,000amusementparks.After16years,manyofthemwentbankruptcybecauseoftheout-of-dateform.ThiswillnothappentoDisneylandasithasinnovationofcartooncharacters.
2.3.Social
Chinahashadaone-childpolicy,whichmadeparentsreluctanttodenyanythingtotheironlychild,suchasvisittoathemepark.(ThiscanalsobeincludedinPolitical)
2.4.Technology
TheimprovedtechnologyoftransportationisanotherelementthatDisneychoseShanghai,andcanalsobecontainedinEconomic.
2.5.Environment
TheweatherinShanghaiisrelativelymoderatethanBeijingorGuangzhou,whichiswarminwinterandcoolinsummer.
2.6.Legal
ThelegalsystemofChinaisreasonablyperfectthanitofFrancein1985.ItishardlytoseethesituationthattheDisney’schairmanwaspeltedbyeggsinParis.
3.LessonsLearnedfromPastExperience
In2016,DisneyhadfourthemeparksinoperationoutsidetheUnitedStates:
TokyoDisneyland,TokyoDisneySea,DisneylandParis,WaltDisneyStudiosPark,HongKongDisneylandandShanghaiDisneyland.SomeissueshavebeenappearedthroughtheconstructionofDisneyland.
3.1.Financial&Economic
DuringtheconstructionofTokyoDisneyland,theOrientalLandCompanyproposedtheparktoDisneyandownedtheParkastheDisneydidnotwanttoprovideanyfinancing.Disneyjustreceivedfeesforitseffortsduringtheconstructionphase,anditfoodsale.Thiskindofincomeislimited.ForShanghaiDisney,itisbettertogetenoughfinancingsourcetocompletetheconstructionandoperation.
InbuildingHongKongDisneyland,theyexpectedthattheParkwillcreate18,400directandindirectjobsinitsfirstyearofoperationand35,800inlateryears.TheShanghaiDisneylandshouldhirethelocalpeopleorChineseasthevirtualtourguidestosatisfytheChinesevisitors.
ThroughbuildingtheDisneylandParis,transportationhasbecomeasignificantproblemsofsavingcost.AlocationnearParishadadvantagesbecauseitscentrallocationenabledalargepopulationtodrivethereeasily.Becausetheparkwouldemploythousandsofpeopleandattractlargenumbersoftourists,eventually,theFrenchgovernmentofferedtoextendtheParisrailwaytotheparkatacostofalmost$350million.Shanghaidoesnothavetheseconcerns,forithasmetroandbusrouteheadedforShanghaiDisneyland.
HongKongisAsia’slargesttouristdestinationandhasabetterinfrastructureandhigherfamilyincomesthanmainlandcities.DoestheticketpriceofShanghaiDisneylandareaffordableformainlandtouristsorothervisitors?
Thepricingpolicyshouldbeconsideredthoroughly.
Between1994and1999,Chinabuiltmorethan2,000amusementparks,whichmayhaveimpactonDisneybusiness.CouldtheShanghaiDisneylandformitsowndifferentialcompetitivepower?
3.2.Cultural&Environment
BeforeDisneysignedanagreementwiththeFrenchgovernment,itbegantohaveproblemsinFrenchbecausepeoplebelievedtheparkwouldcontributetothedestructionofFrenchcultureandsufferedagreatdealofopposition.Tostopthishappeningagain,ShanghaiDisneylandshouldinvestigateandsurveyabouttheacceptanceofDisneycultureofresidents.
AlthoughDisneylandParistakenmanysafeguardstoprotectthepark,theParisianclimatewastoomuchcolderthanCalifornia’sandFlorida’stoattractmanywintervisitorstothepark.Beforeconstruction,thecompanyshouldalsoconsiderwhethertheclimateissuitableforvisitingDisneylandinanyseason.
Differentcountrieshavedifferentsituation.WeshouldnotconsiderthesuccessofJapanissuitableforChina.Stayingalarmandadjustingtochangeableenvironmentisagoodideatodefensetheriskanduncertainty.
4.DifferentiationStrategies
4.1.DifferentiationinScale
ShanghaiDisneyResort,locatedinChuanshaNewtown,PudongNewDistrict,ShanghaiCity,coversanareaof7squarekilometers,whichisalmost6timesofHongKongDisneylandand3timesofTokyoDisneyland(asshowninFigure1).Astheworld'ssixth,themainland'sfirstChineseDisneyPark,theShanghaiDisneyResorthasaDisneythemeparkof"MagicKingdom"type,whichownstwothemehotelsandretail,catering,entertainment,parkinglotetc.ShanghaiDisney'sfantasyfairytalecastleistheoneofthehighestandlargestDisneycastleintheworld,andinthecenter,thereisabreathtakingrotatedladder,leadingvisitorstostepona"roamingoffairytaletime"journey.
Figure1.ComparisoninTotalArea
Itisnottoohardtoimaginewhythereisawidegapinthetotalareaamongthesethreecities,Shanghai,HongKong,andTokyo.Althoughallthesethreecitiesareacknowledgedasaninchofland,aninchofgold,comparedwithanothertwocities,ShanghaihasadistinguishedadvantagefortheHongKongandtheTokyohavetoestablishthewholeprojectbyseareclamationwhichcostisextremelyhigh.What’smorethewholeareaofShanghaicityisaslargeas3timesofTokyoand5timesofHongKong,whichformsadirectfactortothelandcost.
Inaddition,thetotalinvestmentscaleofShanghaiDisneyResortamountsto34billionyuan(US$55),andShanghailocalgovernment’sinvestmentintheconstructionoftheDisneyfoundationisalsoquitehuge.AccordingtotheShanghaiInternationalTourismResortManagementCommitteereleasedthenews,withtheopeningoftheShanghaiDisneyPark,thegovernmentofShanghaiinternationaltourismresortsupportingprojectconstructionhasbeenbasicallycompleted,the8supportingroadprojects,whichofferthedirectaccesstothecoreareaoftheResorthasbeencompleted,includingDisneyAvenue,Westbushubcoreprojecthasbeenbasicallycompleted.ChinaamusementparkassociationsecretarygeneralFengYuguosaid,ShanghaiDisneyresortinvestmentscalehasmorethanonehundredbillionyuan,includingtheconstructionofthemeparksandsupportinginfrastructureconstruction,
WhilethetotalinvestmentofHongKongDisneylandisjustaboutUS$5.7billion(asshowninfigure2).
Figure2.ComparisoninTotalInvestment
4.2.DifferentiationinCost
4.2.1.PricingDifferentiation
Basedontheofficialdata,theticketpriceofTokyo,HongKongandShanghaiDisneyisUSD59,USD64,andUSD55respectively,anditisclearlytoseethatcomparedwitht