上海迪斯尼乐园分析报告.doc

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 18, 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 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 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 expansions 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 attendance 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 in 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 Disney, 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 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 Disneyland 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) SCSE principleIts the key principle of Disney. SCSE means: Safety, Courtesy, Show, and Efficiency. 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. Courtesy: all the products and services finally will be given to the consumers. The attitude toward consumers when offering service or products should be patient and pleasant. 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 everydays show and try the best to avoid the “inferior product” which means bad acting or facilities problems. 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 efficiency 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 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 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 is 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 tourists 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 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.According 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 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 whether 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 place 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 have 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, 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, Nanshan 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, also 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.ThemeTypical Examples Local custom and cultural heritage Folk Culture Village in Shenzhen, Hainan, 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 sites 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 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 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 Shanghai 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.l Shanghai leads GDP and FDI in Chinan GDP US$ 4,512 (2001)n 9% of total FDI in China.l Shanghai Residents (2002)n 18.4 million, including floating populationn Average household size is 2.9l Tourists population (2000)n 64.7 mainland domesticn 1.5 million foreign overseasb. The advantages in brand: Disney is famous for its catoons all over the world, this facilitates the theme park Disneyland famous in other countries outside America. The brilliance of Disney culture lies in it make an American Processing of the diverse culture of the world. All the classical cultures have their strong ability of self-inherit, Disney takes this property and imbedded in American Fashion culture.c. Advanced manage concept: the typical dialogue between the new employees and managers is:Manager: As we all know, McDonald pruduces humburgers, then what Disneyland produce?New employees: Happiness.Wherever Disneyland is, it alwals follow a management concept SCSE: safe, civility, show, efficiencyto make sure our safe, to make our employees elegant, to make our performance amazing, and to make our work efficient. d. Make the Wonder Land locationlization: At the ceremony of openning of Shanghai Disneyland, the Micky Mouse is wearing a Tang jacket. This implied that Shanghai Disneyland will mix Chinese culture with Disneylands own culture, to build an unique Disneyland in Shanghai. Also compare with other overseas Disneyland, the Disney Corporation has created a Shanghai-style operation patternthe Chinese shareholders could also take part in the management of Shanghai Disneyland. e. Advantage in location: The Shanghai Disneyland chooses New Pudong District, thus it will avoid large scale of removal and setting, and to some degree reduce the construction cost. Weakness A. Culture differences: Though Disney has been a well-known brand in the world, it fails to achieve booming success in Paris. Culture difference is the key point here since the native might have a strong sense of nationality and refuse to accept something that means a shock to their own culture. B. Threats on facilities: For the development of the high-tech, most kids grow up with video games which offer interaction and a sense of participation. Therefore it is afraid that the facilities in the Disney Park cannot satisfy their potential needs, kids might regard it as something boring. C. The degree of culture mixture: It is a dilemma on whether to copy the original pattern in the United States or follow the trend of localization. If there is nothing special, people are not willing to visit our Disneyland. Especially with the rapid development of transportation and globalization, distance is no longer the hindering point and people have much more to choose where they would like to have fun in the current situation. It requires us to form our feature culture which can really seize customers attention.D. Brand awareness in China: Without the hot broadcast of Disney cartoon in the United States for more than eighty years, there would be the success of the American Disneyland. Most Chinese children were accompanied by the Chinese cartoon characters in their childhood, for example, Monkey King, lanmao and so on. They are more familiar with the Chinese cartoons other than the foreign ones. OpportunitiesA. Attract more tourists: after the Shanghai EXPO, Shanghai has made him a more popular city all over the world. And also due to the complicated formalities going to Hong Kong, a large proportion of mainland tourists will give up the plan to go to the Hong Kong Disneyland. So, the construction of Shanghai Disneyland will give the mainland tourist a chance to contact with Disneyland.B. Mixture of other countries: the concept of Shanghai Disneyland of making a mixture with Chinese traditional culture to make Shanghai Disneyland unique in Chinese, and also increase the competitiveness.C. Multiple operation pattern: the mixture of operation with other Chinese Shareholders will give Shanghai Disneyland a multiple operation pattern. Not only use the traditional operation pattern of Disneyland its own, but also the Chinese operation pattern in theme park. This will serve as a better way to advertise the Disneyland in Chinese, even in Asia.ThreatsWith the entry of the anime, Disney faces more competitors in this big market. Lack of the culture background, Chinese citizens couldnt have a better understanding of the Disney culture. They just focus on the superficial beauty and designs. Thus many parents argue that Disney fails to convey the education significance to children compared to Chinese local theme parks. Failing to attract customers, all money and other investment will be in vain.4. The future development strategy and forecasting.Brand PromotionSince Disney is already a world-wide famous brand and has achieved a host of success in many countries, what it will do in Shanghai should not be just a copy of the previous. Chinese customer has separated into two opposed groups holding different attitudes towards the construction of Shanghai Disneyland. Thus, in order to satisfy and attract as many customers as possible, distinguished-product strategy should be considered firstly. Then, before the opening of Shanghai Disneyland, advertising is the very most important thing. Obviously, the spokesman for the advertisement is quite significant. We prefer Chen Huilin and Zhang Xueyou who have already done some promotion work for Hong Kong Disneyland. Besides, wed like to invite the sweet couple-Ma Yili and Wen Zhang along with their daughter to be the local spokesmen hoping to create a harmonious atmosphere and shorten the distance between the customers and us. Afterwards, well turn to Zhang Yimou who has overlooked the ceremony of Beijing Olympics to design a video for Shanghai Disneyland. Specifically, the video will be divided into continuous series and apply different edition using different local dialects. In order to broaden the scope of advertisement, it is suitable to make use of CCTV, Shanghai TV, Hunan TV and some other local TV stations, Internet, advertisement on buses, subways, stop boards and some other public places. Product innovation strategy(1)The true product breakthrough lies in successfully extends the pure cultural product to taking the theme park as representatives cultural tourism. This concept means except for the traditional Mickey and Mouse series of movies, cartoons and so on, we need to enlarge our product range to such travelling in Disneyland that will making guests have an appreciation of the local traditional culture by tracking down the cultural celebrity traces. For example, we can build some former residence of those big giants like Luxun, Sun Zhongshan and so on, thus combining the easy and pleasant Disney style with deep and rich cultural deposits charm together. At the same time, in order to attract the little aged childrens eyes, we can add some other cartoon characters like Monk Tang and his three prentices, little hero Wan Erxiao, popular TV star-X