上海迪斯尼乐园分析报告.docx

上海迪斯尼乐园分析报告.docx

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上海迪斯尼乐园分析报告

DisneylandinChina

Group6

GroupMember:

DisneylandParkinChina

1CompanyIntroduction:

DisneylandParkisathemeparklocatedinAnaheim,California,ownedandoperatedbytheWaltDisneyParksandResortsdivisionofTheWaltDisneyCompany.KnownasDisneylandwhenitopenedonJuly18,1955,andstillcolloquiallyknownbythatname,itistheonlythemeparktobedesignedandbuiltunderthedirectsupervisionofWaltDisney.In1998,thethemeparkwasre-branded"DisneylandPark"todistinguishitfromthelargerDisneylandResortcomplex.

WaltDisneycameupwiththeconceptofDisneylandaftervisitingvariousamusementparkswithhisdaughtersinthe1930sand1940s.HeinitiallyenvisionedbuildingatouristattractionadjacenttohisstudiosinBurbanktoentertainfanswhowishedtovisit;however,hesoonrealizedthattheproposedsitewastoosmall.Afterhiringaconsultanttohelpdetermineanappropriatesiteforhisproject,Waltboughta160-acre（65 ha）sitenearAnaheimin1953.Constructionbeganin1954andtheparkwasunveiledduringaspecialtelevisedpresseventonJuly17,1955.

Sinceitsopening,Disneylandhasundergoneanumberofexpansionsandrenovations,includingtheadditionofNewOrleansSquarein1966,BearCountry（nowCritterCountry）in1972,andMickey'sToontownin1993.DisneyCaliforniaAdventureParkwasbuiltonthesiteofDisneyland'soriginalparkinglotandopenedin2001.

Disneylandhasalargercumulativeattendancethananyotherthemeparkintheworld,withcloseto600millionguestssinceitopened.In2009,15.9millionpeoplevisitedthepark,makingitthesecondmostvisitedparkintheworldthatcalendaryear.

2.Statusofdevelopment:

Ⅰ.DisneylandinAsia

⑴TheanalysisofthesuccessofDisneylandinJapan

A.IntroductionofDisneylandinJapan

TheDisneylandinJapanisestablishedinTokyoin1982whichisrewardedasthebestthemeparkinAsia.Itcosts15billionyenandmakesmoretimesprofitsthantheinvestment.

B.StrategiesleadingtosuccessinJapan

TheInternationalpresidentofDisney,AndyBirdoncesaidthat,“Everymarkethasitsowncharacters.Althoughpeoplehavesimilardemandtoentertainmentmedia,thenationalcharactersandnativeculturestimulateustomakeparticularstrategiesindifferentcountriesandlaunchtheDisneyproductswhichsuitthelocal.”InthefollowingarethestrategiesofDisneylandinJapanwhichleadtosuccess.

a）“Everythingisdynamic”

TherearefivethemeparksintheDisneylandinJapanhaveonecommonfeature:

alltheperformancestherearedynamicwhichdrivepeopletoanothercolorfulcartoonworld.

b）ThebuiltneveroverinDisneylandinJapan

Updateisthekeywordsofthisstrategy.InordertoattracttouristswhohavealreadybeentoDisneylandbefore,DisneylandinJapanadoptsthestrategythataddingnewentertainmentfacilitiesandservicesconstantlytokeeptouristshavedifferentexperienceandpleasure.

c）SCSEprinciple

It’sthekeyprincipleofDisney.SCSEmeans:

Safety,Courtesy,Show,andEfficiency.

1Safety:

thesafetyofalltheproductsofDisneyisthefirstfactorneedtobeconsideredwhenofferingservice.ItisimportanttolettouristsenjoyeveryminuteinDisney.

2Courtesy:

alltheproductsandservicesfinallywillbegiventotheconsumers.Theattitudetowardconsumerswhenofferingserviceorproductsshouldbepatientandpleasant.

3Show:

theactorsandactressesshouldhavetherightattitudetowardeveryday’sshow.Thatistosay,bringthemoodoffirsttimeperformancetoeveryday’sshowandtrythebesttoavoidthe“inferiorproduct”whichmeansbadactingorfacilitiesproblems.

4Efficiency:

asweallknow,DisneylandParkisahugepark.Sotheefficiencyhereaimstomakepeopleenjoyasmoreentertainmentfacilitiesastheycan.Foracompany,theimprovementofefficiencywillmakecontributiontostrivingtouristsandplanningpricestrategy.

d）Franchisemodelandcreativecombination

1）TheDisneylandinJapanisthecooperationofAmericanDisneyCompanyandJapanZixinDesigningCompany.TheDisneygroupofferbrandlicensingandtakesomeoftheprofitsasreward.However,themostprofitsbelongtoJapanOrientalLandCompany（日本东方乐园公司）whichactuallyrunthepark.

2）BecauseoflocationofJapan,DisneycreativelycombinesDisneyMarineParkwithDisneylandParkwhichbringsmoreprofits.DisneyMarineParkistheonlyoneDisneythemeparkwhichthemeformarine.Theuniquenessattractsmoretourists.

Ⅱ.DisneyOutsideAsia

TheWaltDisneyCompanycost$4.4billiontobuildthefirstDisneylandinEurope.

Earlyin1992,ParisDisneylandwhichlocatedinthesuburbofPariswasopened.Originally,ithassixhotels,5200rooms.ParisDisneylandisthemostpayamusementparkinEurope.In2000,itattracted12millionvisitorsinall.However,thisDisneylanddidn'tmakeasuccessandperhapsitismostprofoundandeducationalcaseintheprocessofinDisney'sglobalization.Onthefirstdayofopening,therewereonlyfivethousandtouristswhichwasonly1/10oftheexpectednumber.Obviously,Disneydidn'testimatetheacceptabilityofvisitorsfortheirculturalproductsaroundtheworldwhichalsoledtothehugelossesinEurope（over10billionlossinthefirstyear,3billionand45millionlossinthesecondyear）.ThefaultDisneymadeisthattheyblindlybelievedintheirparkandproducts.ThelackoflocalinvestigationandresearchwithlocalexpertsresultedinitsunacceptablesituationinEurope.Becausethereweren'tsuitableconditionstocatertotheneedsoflocalinhabitants,Disneywouldfailinevitably.

AccordingtoJohnHDunning’sOILtheory,Ownershipadvantage,InternalizationadvantageandLocationadvantagearethreeindispensablefactorswhenacompanydecidestoinvestinaforeigncountrydirectly.TheParisDisneyland’sfailureisduetoitswrongentremodelselection.Theyhurriedlyenteredanewmarketwithoutseriouslyconsideringwhetheritpossessedthelocationadvantageornot.1992isayearthatmostEuropeansalreadyhadarelativelyhighincome,andcitizens’entertainmenthabitshadbeenformedforalongtime.Thus,nomatterthenumberoftouristswerehighorloworwhetherthepercapitaamusementspendingwenttotheexpectedlevel,becausetheabsenceofthenecessarylocationadvantageininternationaldirectinvestment,itwouldeventuallyleadtofailure.Unfortunately,DisneyCompanychosetoadopthighinvestmentandhighriskdirectinvestmentmodeinaplacewherethepassengersarelessandtheentertainmentspendingarelower.IftheParisDisneylandhadtakenthetechnologytransfermodelikeTokyoDisneyland,thelossmightbelower.

3.SWOTanalysisofDisneylandinShanghai:

Ⅰ.Overviewofdomesticthemeparks

Inthelastfewyears,theChinesehaveopenedoverdozensofthemeparksinadizzyingarrayofstylesandmotifs.Thethemesparkshasprovedaseriesofsuccess,fromwhenonSeptember21,1989,theShenzhenSplendidChina,thefirstthemeparkinChina,openedup,towhenavarietyofthemeparks,suchasChinaFolkCultureVillages,WindowoftheWorld,HappyValleyandsoon,wentintooperation.Majorthemeparks,suchasWorldParkinBeijing,SuzhouParadiseinSuzhou,Jiangsu,SungDynastyVillageandHangzhouParadiseinHangzhou,YunnanEthnicVillagesandInternationalHorticulturalExpositioninKunming,Yunnan,NanshanCulturalTourismZoneinSanya,Hainan,andLemandiAmusementparkinGuilin,Guangxiandsoforth,springinguplikemushrooms,havecreatedafavorablenewsituationinChina.Recentyears,SonghuaRiverIceandSnowWorld,openedupbyHarbin,HeiLongjiangduringtheIceandSnowFestival,alsofunctionedasathemeparkforthatspecificperiodoftime.

Ⅱ.Themainpatternsofdomesticthemeparks

Atpresent,themainthemeparksinChinacanberoughlydividedintothefollowingpatternsonthebasisoftheirthemes.

Theme

TypicalExamples

•Localcustomandculturalheritage

•FolkCultureVillageinShenzhen,Hainan,Yunnan,Guilin,Xi’anandBeijing

•Ecologicallandscape

•EvergreenResortandAnimalParkinShenzhen,BeijingAquariumandHongKongOceanPark

•FutureTechnologyExhibition

•theFutureTimeinShenzhen,theFutureWorldinHangzhouandTianheSpaceWondersinGuangzhou

•Historicalandculturalsites

•SanguoCityandShuihuCityinWuxi,SongDynastyTowninHangzhouandTaipingCityinNanhai,Guangdong

•Miniaturelandscape

•SplendidChinaandWindowoftheWorldinShenzhen,MiniatureGardenofOldBeijinginBeijing

•LeisureandRecreation

•WaterParkinShenzhen,SummerPalaceinShenyangandHappyValleyinShenzhen

TheEightmostpopularthemeparksinChina:

•XishuangbannaDaiEthnicGarden

•HongKongDisneyland

•BeijingHappyValley

•WindowoftheWorld

•QingmingShanghePark

•TangParadiseLotusPark

•HorticultureExpoGarden

•HengdianWorldStudios

Ⅲ.SWOTanalysis

November4th,2009,ShanghaiGovernmentannouncedthattheapplicationreportoftheprogramofShanghaiDisneylandhadapproved,thenatApril8th,2011,theconstructionofShanghaiDisneylandbegan.Thisnewsappealedpublicsconcernonceitpublished.Next,thepaperwillmaketheSWOTanalysisonthedevelopmentofShanghaiDisneylandfouryearslater.

1Strenghths

a.

Theadvantagesofresidentsandgeography:

theYangtzeriverdeltaregionwhichShanghailocatedistheeconomicallyrichestregionsinChina.Within300kilometersradiusfromShanghai,itcanradiateover3.2millionpeople.AlsowiththecomingofHigh-SpeedRailwayageprovidesanuncomparableadvantageforShanghaiintransportation.

●ShanghaileadsGDPandFDIinChina

⏹GDPUS$4,512（2001）

⏹9%oftotalFDIinChina.

●ShanghaiResidents（2002）

⏹18.4mill