BusinessPlanforShanghaiDisneyLand上海迪士尼商务计

BusinessPlanforShanghaiDisney

Introduction

WaltEliasDisney,whowasthemostfamousanimationmasterdesignerinAmerica,establishedthewell-knownWaltDisneyCompany.Tobringhappytotheworld,theWaltDisneyCompanydecidedtobuildathemeparknamedtheDisneyland.

TheDisneylandhasbecomethemostpopularthemeparkallovertheworld.TheDisneylandisapartoftheDisneyamusementpark,whichhasthemehotel,Disneydowntownandsomeotheramusementfacilities.

TheReasontoChooseShanghai

Tofindouttheanswertothequestion,PESTELModelcanbeusedtoanalyzethemacroenvironmentoftheShanghaiDisneyland.ThePESTELrepresentsixelementsinfluencedthecompany,whicharepolitical,economic,social,technology,environmentandlegal.

Political

Withthenationalbecomemoreandmorepowerful,theChinesegovernmentembracestheforeigncapitaltoinvestinChina.ThisshowstheculturalconfidenceoftheChinese.

AlthoughtherearemanyVisaWaivercountries,manyChinesedonotorcannothaveavisatoleavethecountry.Sincethereasonmentioned,theShanghaiDisneylandcouldattractthesecustomerstovisititwithoutanyvisa.

Economic

SinceChinabecametheworld,ssecondlargesteconomy,thedisposableincomesofChinesearemuchmoresufficientcomparedwithlastfewyears.Peoplearewillingtospendmoremoneyonamusementfacilitiestoentertainthemselves,includingvisitingShanghaiDisneyland.

MagiccityisanothernameforShanghai,indicatingthatitisacharmingcity.Shanghaiisoneofthebiggestmetropolisesinscaleandarea,andalsothefinancialcenterofChina,includingallelementsoffinancialmarketinChina.ItisnodoubtthatShanghaiDisneylandcanattractmoremainlandtouristthanHongKongdoes.

Social

Chinahashadaone-childpolicy,whichmadeparentsreluctanttodenyanythingtotheironlychild,suchasvisittoathemepark.

Technology

TheimprovedtechnologyoftransportationisanotherelementthatDisneychoseShanghai

Environment

TheweatherinShanghaiisrelativelymoderatethanBeijingorGuangzhou,whichiswarminwinterandcoolinsummer.

Legal

ThelegalsystemofChinaisreasonablyperfectthanitofFrancein1985.ItishardlytoseethesituationthattheDsshayrmanwaspeltedbyeggsinParis.

LessonsLearnedfromPastExperience

In2016,DisneyhadfourthemeparksinoperationoutsidetheUnitedStates:TokyoDisneyland,TokyoDisneySea,DisneylandParis,WaltDisneyStudiosPark,HongKongDisneylandandShanghaiDisneyland.SomeissueshavebeenappearedthroughtheconstructionofDisneyland.

Financial&Economic

DuringtheconstructionofTokyoDisneyland,theOrientalLandCompanyproposedtheparktoDisneyandownedtheParkastheDisneydidnotwanttoprovideanyfinancing.Disneyjustreceivedfeesforitseffortsduringtheconstructionphase,anditfoodsale.Thiskindofincomeislimited.ForShanghaiDisney,itisbettertogetenoughfinancingsourcetocompletetheconstructionandoperation.

TheShanghaiDisneylandshouldhirethelocalpeopleorChineseasthevirtualtourguidestosatisfytheChinesevisitors.

HongKongisAsia,slargesttouristdestinationandhasabetterinfrastructureandhigherfamilyincomesthanmainlandcities.DoestheticketpriceofShanghaiDisneylandareaffordableformainlandtouristsorothervisitors?Thepricingpolicyshouldbeconsideredthoroughly.

Between1994and1999,Chinabuiltmorethan2,000amusementparks,whichmayhaveimpactonDisneybusiness.CouldtheShanghaiDisneylandformitsowndifferentialcompetitivepower?

Cultural&Environment

BeforeDisneysignedanagreementwiththeFrenchgovernment,itbegantohaveproblemsinFrenchbecausepeoplebelievedtheparkwouldcontributetothedestructionofFrenchcultureandsufferedagreatdealofopposition.Tostopthishappeningagain,ShanghaiDisneylandshouldinvestigateandsurveyabouttheacceptanceofDisneycultureofresidents.

Differentcountrieshavedifferentsituation.WeshouldnotconsiderthesuccessofJapanissuitableforChina.Stayingalarmandadjustingtochangeableenvironmentisagoodideatodefensetheriskanduncertainty.

DifferentiationStrategies

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

DifferentiationinCost

PricingDifferentiation

Basedontheofficialdata,theticketpriceofTokyo,HongKongandShanghaiDisneyisUSD59,USD64,andUSD55respectively,anditisclearlytoseethatcomparedwiththesetwootherAsiaDisneylands,ticketprice,ShanghaiDisneyResortisthecheapestone.What,smore,asreferredabove,theShanghaiDisneyResorthaveamassiveparkscalecomparedwiththeothertwo,thereforetheShanghaiDisneyResortgetahighcostperformance.

AdditionalCost

Additionalcostincludestheexpensesonthetransportation,cateringandaccommodation,andsometimesinvolvestipssuchasinTokyoorHongKong.Takingthelocalpricelevelintoconsideration,tothemainlandcostumers,especiallytheconsumerlivedinYangtzeRiverDelta,theShanghaiDisneyResortisthebestchoiceforthemtogo.

DifferentiationinProduct

ShanghaiDisneyparkhassixthemepark:MickeyAvenue,FantasyGarden,,AdventureIsland,TreasureBay,theWorldofTomorrow,ADreamWorld.Twothemedhotels:DisneylandHotelShanghai,ToyStoryHotel.Asubwaystation,Disneystation.Andtherearemanyglobalfirstrides,wonderfulliveperformancesandavarietyofwonderfulexperienceofanyagecangainhappinesshere.

DisneyFlavor&ChineseCharacteristics

ArchitectureStyle

Asthelargest,highestandmostinteractiveDisneycastle,theiconicattractionsofShanghaiDisneyPark,"FantasyFairyTaleCastle"isrichinuniqueChineseelements.Atthehighestpointofthecastlestandsadecorativespire,thetopisagoldenChinaflower:peony.Belowthepeonyflower,aDisneymagicstarbloomtothesky.Theotherlargerdecorativespirecontainsthetraditionalauspiciousclouds,peony,lotusandotherChineseuniquepatternsandfeatures,andpresentmagnoliawhatisbehalfoftheShanghai.Furthermore,thecastleisalsofullofChineseelements,suchasthewelcomepavilion’greenjadecarving,carvedontheporch,andthemuralsshowingthechangingseasons.

ContentDesign

TheShanghaiDisneyResortisdividedinto6districts,oneofthemiscalledasGardenFantasywhichconsistsofsevenindependentsmallgardens,includingaunique"Twelvefriends,garden".Thegardendisplays12hugepiecesofexquisitecolormosaicmuralsareshowedbythepopularDisneyandDisneyPixarAnimationMovieStarstransformedintoChinesetraditionaltwelvezodiacs,illustratingthestory

ofDisneybyt