BusinessPlanforShanghaiDisneyLand上海迪士尼商務(wù)計劃書

1、business plan for shanghai disney1. introductionwalt elias disney, who was the most famous animation master designer in america, established the well-known walt disney company. to bring happy to the world, the walt disney company decided to build a theme park named the disneyland.the disneyland has

2、become the most popular theme park all over the world. the disneyland is a part of the disney amusement park, which has theme hotel, disney downtown and some other amusement facilities.2. the reason to choose shanghaito find out the answer to the question, pestel model can be used to analyze the mac

3、ro environment of the shanghai disneyland. the pestel represent six elements influenced the company, which are political, economic, social, technology, environment and legal.2.1. politicalwith the national become more and more powerful, the chinese government embraces the foreign capital to invest i

4、n china. this shows the cultural confidence of the chinese.although there are many visa waiver countries, many chinese do not or cannot have a visa to leave the country. since the reason mentioned, the shanghai disneyland could attract these customers to visit it without any visa.2.2. economicsince

5、china became the worlds second largest economy, the disposable incomes of chinese are much more sufficient compared with last few years. people are willing to spend more money on amusement facilities to entertain themselves, including visiting shanghai disneyland.magic city is another name for shang

6、hai, indicating that it is a charming city. shanghai is one of the biggest metropolises in scale and area, and also the financial center of china, including all elements of financial market in china. it is no doubt that shanghai disneyland can attract more mainland tourist than hong kong does.2.3. s

7、ocialchina has had a one-child policy, which made parents reluctant to deny anything to their only child, such as visit to a theme park.24 technologythe improved technology of transportation is another element that disney chose shanghai2.5. environmentthe weather in shanghai is relatively moderate t

8、han beijing or guangzhou, which is warm in winter and cool in summe匸26 legalthe legal system of china is reasonably perfect than it of france in 1985. it is hardly to see the situation that the disneys chairman was pelted by eggs in paris.3 lessons learned from past experiencein 2016, disney had fou

9、r theme parks in operation outside the united states: tokyo disneyland, tokyo disney sea, disneyland paris, walt disney studios park, hong kong disneyland and shanghai disneyland. some issues have been appeared through the construction of disneyland.3.1. financial & economicduring the constructi

10、on of tokyo disneyland, the oriental land company proposed the park to disney and owned the park as the disney did not want to provide any financing. disney just received fees for its efforts during the construction phase, and it food sale. this kind of income is limited. for shanghai disney, it is

11、better to get enough financing source to complete the construction and operation.the shanghai disneyland should hire the local people or chinese as the virtual tour guides to satisfy the chinese visitors.hong kong is asians largest tourist destination and has a better infrastructure and higher famil

12、y incomes than mainland cities. does the ticket price of shanghai disneyland are affordable for mainland tourists or other visitors? the pricing policy should be considered thoroughly.between 1994 and 1999, china built more than 2,000 amusement parks, which may have impact on disney business. could

13、the shanghai disneyland form its own differential competitive power?32 cultural & environmentbefore disney signed an agreement with the french government, it began to have problems in french because people believed the park would contribute to the destruction of french culture and suffered a gre

14、at deal of opposition. to stop this happening again, shanghai disneyland should investigate and survey about the acceptance of disney culture of residents.different countries have different situation. we should not consider the success of japan is suitable for china. staying alarm and adjusting to c

15、hangeable environment is a good idea to defense the risk and uncertainty.4. differentiation strategies4.1. differentiation in scaleshanghai disney resort, located in chuansha newtown, pudong new district, shanghai city, covers an area of 7 square kilometers, which is almost 6 times of hong kong disn

16、eyland and 3 times of tokyo disneyland (as shown in figure 1). as the worlcts sixth, the mainland first chinese disney park, the shanghai disney resort has a disney theme park of "magic kingdom” type, which owns two theme hotels and retail, catering, entertainment, parking lot etc. shanghai dis

17、ney's fantasy fairy taletotal area (square kilometers)castle is the one of the highest and largest disney castle in the world, and in the center, there is a breathtaking rotated ladder, leading visitors to step on a hroaming of fairy tale timeh journey. tokyo disneyhongkong disneyshanghai disney

18、figure l comparison in total area4.2. differentiation in cost4.2.1. pricing differentiationbased on the official data, the ticket price of tokyo, hong kong and shanghai disney is usd59, usd64, and usd55 respectively, and it is clearly to see that compared with these two other asia disney lands'

19、ticket price, shanghai disney resort is the cheapest one. what9s more, as referred above, the shanghai disney resort have a massive park scale compared with the other two, therefore the shanghai disney resort get a high cost performance.4.2.2. additional costadditional cost includes the expenses on

20、the transportation, catering and accommodation, and sometimes involves tips such as in tokyo or hong kong. taking the local price level into consideration, to the mainland costumers, especially the consumer lived in yangtze river delta, the shanghai disney resort is the best choice for them to go.4.

21、3. differentiation in productshanghai disney park has six theme park: mickey avenue, fantasy garden, adventure island, treasure bay, the world of tomorrow, a dream world. two themed hotels: disneyland hotel shanghai, toy story hotel. a subway station, disney station. and there are many global first

22、rides, wonderful live performances and a variety of wonderful experience of any age can gain happiness here.5. disney flavor & chinese characteristics5.1. architecture styleas the largest, highest and most interactive disney castle, the iconic attractions of shanghai disney park, ”fantasy fairy

23、tale castle" is rich in unique chinese elements. at the highest point of the castle stands a decorative spire, the top is a golden china flower: peony. below the peony flower, a disney magic star bloom to the sky. the other larger decorative spire contains the traditional auspicious clouds, peo

24、ny, lotus and other chinese unique patterns and features, and present magnolia what is behalf of the shanghai. furthermore, the castle is also full of chinese elements, such as the welcome pavilion，s green jade carving, carved on the porch, and the murals showing the changing seasons.5.2. content de

25、signthe shanghai disney resort is divided into 6 districts, one of them is called as garden fantasy which consists of seven independent small gardens, including a unique ntwelve friends' garden11. the garden displays 12 huge pieces of exquisite color mosaic murals are showed by the popular disney and disney pixar animationmovie stars transformed into chinese traditional twelve zodiacs, illustrating the story of disney by the un