上海迪斯尼乐园分析报告.docx

1、上海迪斯尼乐园分析报告Disneyland in ChinaGroup 6Group Member: Disneyland Park in China1 Company Introduction: Disneyland Park is a theme park located in Anaheim, California, owned and operated by the Walt Disney Parks and Resorts division of The Walt Disney Company. Known as Disneyland when it opened on July 1

2、8, 1955, and still colloquially known by that name, it is the only theme park to be designed and built under the direct supervision of Walt Disney. In 1998, the theme park was re-branded Disneyland Park to distinguish it from the larger Disneyland Resort complex.Walt Disney came up with the concept

3、of Disneyland after visiting various amusement parks with his daughters in the 1930s and 1940s. He initially envisioned building a tourist attraction adjacent to his studios in Burbank to entertain fans who wished to visit; however, he soon realized that the proposed site was too small. After hiring

4、 a consultant to help determine an appropriate site for his project, Walt bought a 160-acre (65ha) site near Anaheim in 1953. Construction began in 1954 and the park was unveiled during a special televised press event on July 17, 1955.Since its opening, Disneyland has undergone a number of expansion

5、s and renovations, including the addition of New Orleans Square in 1966, Bear Country (now Critter Country) in 1972, and Mickeys Toontown in 1993. Disney California Adventure Park was built on the site of Disneylands original parking lot and opened in 2001.Disneyland has a larger cumulative attendan

6、ce than any other theme park in the world, with close to 600 million guests since it opened. In 2009, 15.9 million people visited the park, making it the second most visited park in the world that calendar year. 2. Status of development:.Disneyland in Asia The analysis of the success of Disneyland i

7、n JapanA. Introduction of Disneyland in Japan The Disneyland in Japan is established in Tokyo in 1982 which is rewarded as the best theme park in Asia. It costs 15 billion yen and makes more times profits than the investment.B. Strategies leading to success in Japan The International president of Di

8、sney, Andy Bird once said that, “Every market has its own characters. Although people have similar demand to entertainment media, the national characters and native culture stimulate us to make particular strategies in different countries and launch the Disney products which suit the local.” In the

9、following are the strategies of Disneyland in Japan which lead to success.a) “ Everything is dynamic”There are five theme parks in the Disneyland in Japan have one common feature: all the performances there are dynamic which drive people to another colorful cartoon world.b) The built never over in D

10、isneyland in JapanUpdate is the key words of this strategy. In order to attract tourists who have already been to Disneyland before, Disneyland in Japan adopts the strategy that adding new entertainment facilities and services constantly to keep tourists have different experience and pleasure.c) SCS

11、E principleIts the key principle of Disney. SCSE means: Safety, Courtesy, Show, and Efficiency. 1 Safety: the safety of all the products of Disney is the first factor need to be considered when offering service. It is important to let tourists enjoy every minute in Disney.2 Courtesy: all the product

12、s and services finally will be given to the consumers. The attitude toward consumers when offering service or products should be patient and pleasant.3 Show: the actors and actresses should have the right attitude toward everydays show. That is to say, bring the mood of first time performance to eve

13、rydays show and try the best to avoid the “inferior product” which means bad acting or facilities problems.4 Efficiency: as we all know, Disneyland Park is a huge park. So the efficiency here aims to make people enjoy as more entertainment facilities as they can. For a company, the improvement of ef

14、ficiency will make contribution to striving tourists and planning price strategy.d) Franchise model and creative combination1) The Disneyland in Japan is the cooperation of American Disney Company and Japan Zixin Designing Company. The Disney group offer brand licensing and take some of the profits

15、as reward. However, the most profits belong to Japan Oriental Land Company (日本东方乐园公司) which actually run the park.2) Because of location of Japan, Disney creatively combines Disney Marine Park with Disneyland Park which brings more profits. Disney Marine Park is the only one Disney theme park which

16、theme for marine. The uniqueness attracts more tourists.Disney Outside AsiaThe Walt Disney Company cost $4.4 billion to build the first Disneyland in Europe. Early in 1992, Paris Disneyland which located in the suburb of Paris was opened. Originally, it has six hotels, 5200 rooms. Paris Disneyland i

17、s the most pay amusement park in Europe. In 2000, it attracted 12 million visitors in all. However, this Disneyland didnt make a success and perhaps it is most profound and educational case in the process of in Disneys globalization. On the first day of opening, there were only five thousand tourist

18、s which was only 1/10 of the expected number. Obviously, Disney didnt estimate the acceptability of visitors for their cultural products around the world which also led to the huge losses in Europe (over 10 billion loss in the first year, 3 billion and 45 million loss in the second year). The fault

19、Disney made is that they blindly believed in their park and products. The lack of local investigation and research with local experts resulted in its unacceptable situation in Europe. Because there werent suitable conditions to cater to the needs of local inhabitants, Disney would fail inevitably.Ac

20、cording to John H Dunnings OIL theory, Ownership advantage, Internalization advantage and Location advantage are three indispensable factors when a company decides to invest in a foreign country directly. The Paris Disneylands failure is due to its wrong entre model selection. They hurriedly entered

21、 a new market without seriously considering whether it possessed the location advantage or not. 1992 is a year that most Europeans already had a relatively high income, and citizens entertainment habits had been formed for a long time. Thus, no matter the number of tourists were high or low or wheth

22、er the per capita amusement spending went to the expected level, because the absence of the necessary location advantage in international direct investment, it would eventually lead to failure. Unfortunately, Disney Company chose to adopt high investment and high risk direct investment mode in a pla

23、ce where the passengers are less and the entertainment spending are lower. If the Paris Disneyland had taken the technology transfer mode like Tokyo Disneyland, the loss might be lower. 3. SWOT analysis of Disneyland in Shanghai:.Overview of domestic theme parksIn the last few years, the Chinese hav

24、e opened over dozens of theme parks in a dizzying array of styles and motifs. The themes parks has proved a series of success, from when on September 21, 1989, the Shenzhen Splendid China, the first theme park in China, opened up, to when a variety of theme parks, such as China Folk Culture Villages

25、, Window of the World, Happy Valley and so on, went into operation. Major theme parks, such as World Park in Beijing, Suzhou Paradise in Suzhou, Jiangsu, Sung Dynasty Village and Hangzhou Paradise in Hangzhou, Yunnan Ethnic Villages and International Horticultural Exposition in Kunming, Yunnan, Nans

26、han Cultural Tourism Zone in Sanya, Hainan, and Lemandi Amusement park in Guilin, Guangxi and so forth, springing up like mushrooms, have created a favorable new situation in China. Recent years, Songhua River Ice and Snow World, opened up by Harbin, Hei Longjiang during the Ice and Snow Festival, a

27、lso functioned as a theme park for that specific period of time.The main patterns of domestic theme parks At present, the main theme parks in China can be roughly divided into the following patterns on the basis of their themes. Local custom and cultural heritage Folk Culture Village in Shenzhen, Ha

28、inan, Yunnan, Guilin, Xian and Beijing Ecological landscape Evergreen Resort and Animal Park in Shenzhen, Beijing Aquarium and Hong Kong Ocean Park Future Technology Exhibition the Future Time in Shenzhen, the Future World in Hangzhou and Tianhe Space Wonders in Guangzhou Historical and cultural sit

29、es Sanguo City and Shuihu City in Wuxi, Song Dynasty Town in Hangzhou and Taiping City in Nanhai, Guangdong Miniature landscape Splendid China and Window of the World in Shenzhen, Miniature Garden of Old Beijing in Beijing Leisure and Recreation Water Park in Shenzhen, Summer Palace in Shenyang and

30、Happy Valley in ShenzhenThe Eight most popular theme parks in China: Xishuangbanna Dai Ethnic Garden Hong Kong Disneyland Beijing Happy Valley Window of the World Qingming Shanghe Park Tang Paradise Lotus Park Horticulture Expo Garden Hengdian World Studios.SWOT analysis November 4th, 2009, Shanghai

31、 Government announced that the application report of the program of Shanghai Disneyland had approved, then at April 8th, 2011, the construction of Shanghai Disneyland began. This news appealed publics concern once it published. Next, the paper will make the SWOT analysis on the development of Shangh

32、ai Disneyland four years later. 1 Strenghthsa. The advantages of residents and geography: the Yangtze river delta region which Shanghai located is the economically richest regions in China. Within 300 kilometers radius from Shanghai, it can radiate over 3.2 million people. Also with the coming of High-Speed Railway age provides an uncomparable advantage for Shanghai in transportation. Shanghai leads GDP and FDI in China GDP US$ 4,512 (2001) 9% of total FDI in China. Shanghai Residents (2002) 18.4 mil