上海迪斯尼乐园分析报告文案

1、Disneyland in ChinaGroup 6Group Member:Disneyland Park in China1 CompanyIntroduction : 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

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

3、 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 whowished to visit; however, he soon realized that the proposed site was too small. After hiring a

4、consultant to help determine an appropriate site for his project, Walt bought a 160-acre (65 ha) 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

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

6、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:I .Disneyland in Asia The analysis of the success of Dis

7、neyland in JapanA. Introduction of Disneyland in JapanThe 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 JapanThe International presiden

8、t of Disney, Andy Bird once saidthat, “Every market has its own characters. Although peoplehave similar demand to entertainment media, the national characters and native culture stimulate us to makeparticular strategies in different countries and launch the Disney products which suit the local. ” In

9、 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 onecommon feature: all the performances there are dynamic which drive people to another colorful cartoon world.b) The built never over

10、 in Disneyland in JapanUpdate is the key words of this strategy. In order to attracttourists whohave 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)

11、SCSE principleIt 's the key principle of Disney. SCSEmeans: Safety, Courtesy, Show, and Efficiency. Safety: the safety of all the products of Disney is thefirst factor need to be considered whenoffering service.It is important to let tourists enjoy every minute inDisney. Courtesy: all the produc

12、ts 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 everyday 's show. That is to say, bring the mood of first time performance

13、to everyday's showand try the best to avoid the “inferior product ” which means bad act ing or facilities problems. Efficiency:as weall 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 improveme

14、nt of efficiency will make contributiontostriving tourists and planning price strategy.d) Fran chise model and creative comb in ati on1) The Disneyland in Japan is the cooperation of American Disney Companyand Japan Zixin Designing Company.The Disney group offer brand lice nsing and take some ofthe

15、profits as reward. However, the most profits bel ong to Japa n Orien tal Land Compa ny (日本东方乐园公司)which actually run the park.2) Because of locationof Japan, Disney creativelycombines Disney Marine Park with DisneylandParkwhich brings more profits. Disney Marine Park is theonly one Disney theme park

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

17、sneyland is the most pay amusement park in Europe. In 2000, it attracted 12 million visitors in all. However, thisDisn eyla nd did n't makea success and perhaps it is most profo und and educati onal case in the process of in Disn ey's globalizati on. On the first day of ope ning, there were

18、only five thousand tourists which was only 1/10 of the expected number. Obviously, Disney did n't estimate the acceptability of visitors for their cultural products around the world which also led to the huge losses in Europe (over 10 billio n loss in the first year, 3 billion and 45 millionloss

19、 in the second year).The fault Disney made is that they blindly believed in their park and products. The lack of local investigationand researchwith local experts resulted in its unacceptable situation in Europe. Because there were n't suitable con diti ons to cater to the needs of local inhabit

20、ants, Disney would fail inevitably.According to John H Dunning' s OIL theory, Ownership adva ntage, Intern alizatio n adva ntage and Locati on adva ntage are three in dispe nsable factors whe n a compa ny decides to invest in a foreign country directly. The Paris Disneyland' s failure is due

21、 to its wrong entre model selection. They hurriedly en tered a new market without seriously con sideri ng whether it possessed the location advantage or not. 1992 is a year that most Europea ns already had a relatively high in come, and citizens ' entertainment habits had been formed for a long

22、time. Thus, no matter the number of tourists were high or low or whether the per capita amuseme nt spe nding went to the expected level, because the abse nee of the n ecessary locati on adva ntage in in ter natio nal direct inv estme nt, it would eve ntually lead to failure. Unfortun ately, Disney C

23、ompa ny chose to adopt high investment and high risk direct investment mode in a place where the passe ngers are less and the entertainment spending are lower. If the Paris Disneyland had take n the tech no logy tran sfer mode like Tokyo Disn eyla nd, the loss might be lower.3. SWOT analysis of Disn

24、eyland in Shanghai:I. Overview of domestic theme parksIn the last few years, the Chin ese have ope ned over doze ns of theme parks in a dizzying array of styles and motifs. The themes parks has proved a series of success, from whe n on September 21, 1989, the Shenzhen Splendid China, the first theme

25、 park inChina, opened up, to whena variety of theme parks, such as ChinaFolk Culture Villages, Win dow of the World, Happy Valley and so on, went into operatio n. Major theme parks, such as World Park in Beiji ng, Suzhou Paradise in Suzhou, Jia ngsu, Sung Dyn asty Village and Han gzhou Paradise in H

26、an gzhou, Yunnan Ethnic Villages and InternationalHorticultural Exposition inKunming, Yunnan, Nan sha nCultural Tourism Zonein San ya, Hainan, and Lema ndi Amuseme nt park in Guili n, Guan gxi and so forth, spri nging up like mushrooms, have created a favorable new situation in China. Recent years,

27、Songhua River Ice and Snow World, ope ned up by Harbin, Hei Lon gjia ng duri ng the Ice andSnowFestival,also functioned as a theme park for that specificperiod of time.H .The main patter ns of domestic theme parksAt present, the main theme parks in China can be roughly divided into the followi ng pa

28、tter ns on the basis of their themes.? Local custom andcultural heritage? Folk Culture Village in Shenzhen,Hainan, Yunnan, Guilin, Xi' an andBeiji ng? EcologicalIan dscape? Evergreen Resort and Animal Park inShenzhen, Beijing Aquarium and Hong KongOcea n Park? Future Tech no logyExhibiti on? the

29、 Future Time in Shenzhen, theFuture World in Hangzhouand Tianhe SpaceWon ders in Guan gzhou? Historical and cultural sites? Sanguo City and Shuihu City in Wuxi,Song Dyn asty Town in Han gzhou andTaip ing City in Nan hai, Guan gdo ng? MiniatureIan dscape? Splendid China and Windowof the World in Shen

30、 zhe n, Mini ature Garde n of Old Beiji ng in Beiji ng? Leisure andRecreati on? Water Park in Shenzhen, SummerPalace in Shenyang and Happy Valley inShenzhenThe Eight most popular theme parks in Chi na:? Xishuangbanna Dai Ethnic Garden? Hong Kong Disneyland? Beijing Happy Valley? Window of the World?

31、 Qingming Shanghe Park? Tang Paradise Lotus Park? Horticulture Expo GardenHe ngdia n World Studiosin .SWOT analysisNovember4th, 2009, Shanghai Government announced that the applicati on report of the program of Shan ghai Disn eyla nd had approved, then at April 8： 2011, the constructionof ShanghaiDi

32、sn eyla nd bega n. This n ews appealed publics concern once it published. Next, the paper will make the SWOnalysis on the developme nt of Shan ghai Disn eyla nd four years later. Strenghthsa. The advantages of residents and geography: the Yangtzeriver deltaregionwhich Shanghai located is theecono mi

33、cally richest Dispoubte Inmme Per Capita |'US() Average C&nsuiwtion Expend rtur? I'US'I* mana figuresregio ns in Chi na. With in 300kilometers radius from Shanghai, it can radiate over 3.2 millio n people. Also with the coming of High-Speed Railway age provides an uncomparable advant

34、age forShan ghai in tran sportati on.Shanghai leads GDP and FDI in ChinaGDP US$ 4,512 (2001)9% of total FDI in Chi na.Sha nghai Reside nts (2002)18.4 million, including floating populationAverage household size is 2.9Tourists population (2000)64.7 mainland domestic1.5 million foreign overseasb. The

35、advantages in brand: Disney is famous for its catoons all over the world, this facilitates the theme parkDisneyland famous in other countries outside America.The brilliance of Disney culture lies in it make anAmerican Processing of the diverse culture of the world.All the classical cultures have the

36、ir strong ability of self-inherit, Disney takes this property and imbedded in American Fashion culture.c. Advanced manage concept: the typical dialogue betweenthe new employees and managers is:Manager: As we all know, McDonald pruduces humburgers, then what Disneyland produce?New employees: Happines

37、s.Wherever Disneyland is, it alwals follow a management concept SCSE:safe, civility, show, efficiency to make sure our safe, to make our employees elegant, to make our performance amazing, and to makeour work efficient.d. Make the Wonder Land locationlization: At the ceremonyof openning of Shanghai

38、Disneyland, the Micky Mouse is wearing a Tang jacket. This implied that Shanghai Disneyland will mix Chinese culture with Disneyland'sown culture, to build an unique Disneyland in Shanghai.Also compare with other overseas Disneyland, the Disney Corporation has created a Shanghai-style operation

39、pattern the 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. WeaknessA. Culture dif

40、ferences: 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 faci

41、lities: For the development of the high-tech, most kids grow up with video gameswhich 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

42、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

43、 hindering point and people have muchmore 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 fo

44、r 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. Oppo

45、rtunitiesA. 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 HongKong, a large proportion of mainland tourists will give up the plan to go to the Hong Kong Disneyland. So, the constructio

46、nof Shanghai Disneyland willgive themainland 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. Mult

47、iple 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

48、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 couldn ' t have a better understanding of the Disney culture. They just focus on the superficial beauty and des

49、igns. 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 moneyand other investment will be in vain.4. The future development strategy and forecasting.I .Brand PromotionSince Disney is alr

50、eady 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 ord

51、er 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 Huil

52、in and Zhang Xueyou who have already done some promotion work for Hong Kong Disneyland.Besides, we'd like to invite the sweet couple -Ma Yili and Wen Zhang along with their daughter to be the local spokesmenhoping to create a harmonious atmosphere and shorten the distance between the customers a

53、nd us. Afterwards, we'll 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

54、advertisement, it is suitable to make use of CCTV, Shanghai TV, HunanTV and someother local TVstations, Internet, advertisement on buses, subways, stop boards and some other public places.II Product innovation strategy(1) The true product breakthrough lies in successfullyextends the pure cultural pr

55、oduct to taking the theme park as representative's cultural tourism. This concept means except for the traditional Mickey and Mouseseries 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

56、 traditional culture by tracking down the cultural celebrity traces. For example, we can build some former residence of those big giants like Luxun, Sun Zhongshanand 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 children 's eyes, we can add some other cartoon characters like Monk Tang and his three prentices, little hero Wan Erxiao,