Business Plan for 上海迪士尼文档格式.docx

1、2.1. Political 12.2. Economic 12.3. Social 22.4. Technology 22.5. Environment 22.6. Legal 23. Lessons Learned from Past Experience 33.1. Financial & Economic 33.2. Cultural & Environment 44. Differentiation Strategies 44.1. Differentiation in Scale 44.2. Differentiation in Cost 64.2.1. Pricing Diffe

2、rentiation 64.2.2. Additional Cost 74.3. Differentiation in Product 74.4. Differentiation in Culture 105. Disney Flavor & Chinese Characteristics 105.1. Architecture Style 105.2. Content Design 115.3. Eating Habit 116. Conclusion 121. IntroductionWalt Elias Disney, who was the most famous animation

3、master designer in America, established the well-known Walt Disney Company. He created the cartoon characters Mickey Mouse, which is popular among the world. To bring happy to the world, the Walt Disney Company decided to build a theme park named the Disneyland. The Disneyland has become the most po

4、pular 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 macro environment of

5、the Shanghai Disneyland. The PESTEL represent six elements influenced the company, which are political, economic, social, technology, environment and legal.It should be noticed that it is just a model to analyze the environment, and is hard to classify every aspect into exact one element in reality.

6、2.1. PoliticalWith the national become more and more powerful, the Chinese government embraces the foreign capital to invest in 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. If t

7、he people who do not have a visa and want to visit a Disneyland, they could give up the ideas regrettably. Since the reason mentioned, the Shanghai Disneyland could attract these customers to visit it without any visa.2.2. EconomicSince China became the worlds second largest economy, the disposable

8、incomes of Chinese are much more sufficient compared with last few years. The decreasing of Engels Coefficient theses years shows that they are willing to spend more money on amusement facilities to entertain themselves, including visiting Shanghai Disneyland.The transportation infrastructure of Sha

9、nghai saved plenty of money for Walt Disney Company, since it has more than 1,000 bus routes in the city. In the air route, it has Shanghai Hongqiao International Airport and Shanghai Pudong International Airport. In the rail route, it has metro, light rail, magnetically levitated train. The French

10、government offered to extend the Paris railway to the Park at a cost of almost $350 million. Compared with French,the destination of No.11 Shanghai Metro Line is Shanghai Disneyland. Magic city is another name for Shanghai, indicating that it is a charming city. Shanghai is one of the biggest metrop

11、olises 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.Instead of Disneyland Paris, the experience of being foreign settlement will make Shang

12、hai embrace foreign culture more easily.Between 1994 and 1999, China built more than 2,000 amusement parks. After 16 years, many of them went bankruptcy because of the out-of-date form. This will not happen to Disneyland as it has innovation of cartoon characters.2.3. SocialChina has had a one-child

13、 policy, whichmade parents reluctant to deny anything to their only child, such as visit to a theme park. （This can also be included in Political）2.4. TechnologyThe improved technology of transportation is another element that Disney chose Shanghai, and can also be contained in Economic.2.5. Environ

14、mentThe weather in Shanghai is relatively moderate than Beijing or Guangzhou, which is warm in winter and cool in summer.2.6. 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. Les

15、sons Learned from Past ExperienceIn 2016, Disney had four 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 Disne

16、yland. EconomicDuring the construction 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

17、limited. For Shanghai Disney, it is better to get enough financing source to complete the construction and operation.In building Hong Kong Disneyland, they expected that the Park will create 18,400 direct and indirect jobs in its first year of operation and 35,800 in later years. The Shanghai Disney

18、land should hire the local people or Chinese as the virtual tour guides to satisfy the Chinese visitors.Through building the Disneyland Paris, transportation has become a significant problems of saving cost. A location near Paris had advantages because its central location enabled a large population

19、 to drive there easily. Because the park would employ thousands of people and attract large numbers of tourists, eventually, the French government offered to extend the Paris railway to the park at a cost of almost $350 million. Shanghai does not have these concerns, for it has metro and bus route h

20、eaded for Shanghai Disneyland.Hong Kong is Asias largest tourist destination and has a better infrastructure and higher family 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 th

21、oroughly.Between 1994 and 1999, China built more than 2,000 amusement parks, which may have impact on Disney business. Could the Shanghai Disneyland form its own differential competitive power?3.2. Cultural& EnvironmentBefore Disney signed an agreement with the French government, it began to have pr

22、oblems in French because people believed the park would contribute to the destruction of French culture and suffered a great deal of opposition. To stop this happening again, Shanghai Disneyland should investigate and survey about the acceptance of Disney culture of residents.Although Disneyland Par

23、is taken many safeguards to protect the park, the Parisian climate was too much colder than Californias and Floridas to attract many winter visitors to the park. Before construction, the company should also consider whether the climate is suitable for visiting Disneyland in any season.Different coun

24、tries have different situation. We should not consider the success of Japan is suitable for China. Staying alarm and adjusting to changeable environment is a good idea to defense the risk and uncertainty.4. Differentiation Strategies4.1. Differentiation in ScaleShanghai Disney Resort, located in Chu

25、ansha Newtown, Pudong New District, Shanghai City, covers an area of 7 square kilometers, which is almost 6 times of HongKong Disneyland and 3 times of TokyoDisneyland （as shown in Figure 1）. As the worlds sixth, the mainlands first Chinese Disney Park, the Shanghai Disney Resort has a Disney theme

26、park of Magic Kingdom type, which owns two theme hotels and retail, catering, entertainment, parking lot etc. Shanghai Disneys fantasy fairy tale 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 st

27、ep on a roaming of fairy tale time journey.Figure 1. Comparison in Total AreaIt is not too hard to imagine why there is a wide gap in the total area among these three cities, Shanghai, Hong Kong, and Tokyo. Although all these three cities are acknowledged as an inch of land, an inch of gold, compare

28、d with another two cities, Shanghai has a distinguished advantage for the Hong Kong and the Tokyo have to establish the whole project by seareclamationwhich cost is extremely high. Whats more the whole area of Shanghai city is as large as 3 times of Tokyo and 5 times of Hong Kong, which forms a dire

29、ct factor to the land cost.In addition, the total investment scale of Shanghai Disney Resort amounts to 34billion yuan （US$55）, andShanghai local governments investment in the construction of the Disney foundation is also quite huge. According to the Shanghai International Tourism Resort Management

30、Committee released the news, with the opening of the Shanghai Disney Park, the government of Shanghai international tourism resort supporting project construction has been basically completed,the 8 supporting road projects, which offer the direct access to the core area of the Resort has been comple

31、ted, including Disney Avenue, West bus hub core project has been basically completed. China amusement park association secretary general Feng Yuguo said, Shanghai Disney resort investment scale has more than one hundred billion yuan, including the construction of theme parks and supporting infrastru

32、cture construction,While the total investment of Hong Kong Disneyland is just about US$5.7 billion（as shown in figure 2）. Figure2. Comparison in Total Investment4.2. 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 t