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Business PlanforShanghai Disney
1.Introduction WaltElias Disney,who was the mostfamous animationmaster designerin America,established thewell-known Walt Disney Company.To bringhappy to the world,the WaltDisney Companydecided tobuild a theme parknamed the Disneyland.The Disneylandhas becomethe mostpopular theme park allover theworld.The Disneylandis apart of the Disneyamusement park,which hastheme hotel,Disney downtownand someother amusement facilities.
2.The Reasonto ChooseShanghai Tofind outthe answerto thequestion,PESTEL Modelcan beused toanalyze themacro environmentof the Shanghai Disneyland.The PESTELrepresent sixelements influencedthe company,which arepolitical,economic,social,technology,environment andlegal.
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1.Political Withthe nationalbecome moreand morepowerful,the Chinesegovernment embracesthe foreigncapital toinvest in China.This showsthe culturalconfidence of the Chinese.Although thereare manyVisa Waivercountries,many Chinesedo notor cannothave avisa toleave thecountry.Since thereason mentioned,the Shanghai Disneyland couldattract thesecustomers tovisit itwithout anyvisa.
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2.Economic SinceChina becamethe worldssecond largesteconomy,the disposableincomes ofChinese aremuch moresufficient comparedwith lastfew years.People arewilling tospend moremoney on amusementfacilitiesto entertain themselves,including visitingShanghai Disneyland.Magic cityis anothername forShanghai,indicating thatit is a charmingcity.Shanghai isone ofthe biggestmetropolises inscale andarea,and alsothe financialcenter of China,including allelements offinancial marketinChina.It isno doubtthat Shanghai Disneyland canattract moremainland touristthan Hong Kong docs.
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3.Social Chinahas hada one-child policy,which madeparents reluctantto denyanything to their onlychild,such asvisit toathemepark.
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4.Technology Theimproved technologyof transportationis anotherelement thatDisney choseShanghai
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5.Environment Theweather in Shanghai isrelatively moderatethan Beijingor Guangzhou,which iswarm inwinter andcool insummer.
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6.Legal Thelegal systemofChinais reasonablyperfect thanit ofFrance in
1985.It ishardly to see thesituation thatthe Disney\chairman waspelted byeggs inParis.
3.Lessons Learnedfrom PastExperience In2016,Disney hadfour themeparks inoperation outsidethe UnitedStates:Tokyo Disneyland,Tokyo DisneySea,Disneyland Paris,WaltDisneyStudios Park,Hong Kong Disneyland and Shanghai Disneyland.Some issueshave beenappeared throughthe constructionof Disneyland.
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1.FinancialEconomic Duringthe constructionof TokyoDisneyland,the OrientalLand Companyproposed the park toDisney andowned thePark asthe Disneydid notwant toprovide anyfinancing.Disney justreceived feesfor itsefforts duringthe constructionphase,and itfood sale.This kindof incomeis limited.For Shanghai Disney,it isbetter toget enoughfinancing sourceto completethe constructionand operation.The Shanghai Disneyland shouldhire thelocal peopleor Chineseasthevirtual tourguides tosatisfy theChinese visitors.Hong Kongis Asiaslargest touristdestination andhas abetter infrastructureand higherfamily incomesthan mainlandcities.Does the ticket price of Shanghai Disneyland areaffordable formainland touristsor othervisitors Thepricing policyshould beconsidered thoroughly.Between1994and1999,China builtmore than2,000amusement parks,which mayhave impacton Disneybusiness.Could the ShanghaiDisneylandform itsown differentialcompetitive power
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2.CulturalEnvironment BeforeDisney signedan agreementwith theFrench government,it beganto haveproblems inFrench becausepeople believedtheparkwould contributetothedestruction ofFrench cultureand suffereda greatdeal ofopposition.To stopthis happeningagain,ShanghaiDisneylandshould investigateand surveyabout theacceptance ofDisney cultureof residents.Different countrieshave differentsituation.We shouldnot considerthe successof Japanis suitablefor China.Staying alarmand adjustingto changeableenvironment is a goodidea todefense therisk anduncertainty.
4.Differentiation Strategies
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1.Differentiation inScale ShanghaiDisney Resort,located inChuansha Newtown,Pudong NewDistrict,Shanghai City,covers anarea of7square kilometers,which isalmost6times ofHongKong Disneylandand3times ofTokyoDisneyland asshown inFigure
1.As theworlds sixth,the mainlandsfirst ChineseDisney Park,the ShanghaiDisney Resorthas a Disney themepark ofMagic Kingdomtype,which ownstwo themehotels andretail,catering,entertainment,parking lotetc.Shanghai Disneysfantasy fairy tale castleis theone ofthe highest and largestDisney castleintheworld,and inthe center,there isa breathtakingrotated ladder,leading visitorsto steponaroaming offairytaletime journey.Figure
1.Comparison inTotal Area
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2.Differentiation inCost
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1.Pricing DifferentiationBased on the officialdata,theticketpriceofTokyo,HongKongandShanghaiDisney isUSD59,USD64,and USD55respectively,and it is clearlytosee that comparedwith thesetwo otherAsia Disneylands ticketprice,ShanghaiDisney Resort is the cheapestone.Whats more,as referredabove,the ShanghaiDisney Resorthave amassive parkscale comparedwith theother two,therefore the ShanghaiDisney Resort geta highcost performance.
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2.Additional CostAdditional costincludes theexpenses onthe transportation,catering andaccommodation,and sometimesinvolves tipssuch asin Tokyoor HongKong.Taking thelocal pricelevel intoconsideration,tothemainland costumers,especially theconsumer livedin YangtzeRiver Delta,theShanghaiDisney Resortisthebest choicefor themto go.
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3.Differentiation inProduct ShanghaiDisney parkhas sixthemepark:Mickey Avenue,Fantasy Garden,,AdventureIsland,Treasure Bay,the Worldof Tomorrow,A DreamWorld.Two themedhotcls:Disncyland HotelShanghai,Toy StoryHotel.A subwaystation,Disney station.And thereare manyglobal firstrides,wonderful liveperformances anda varietyof wonderfulexperience ofany agecan gainhappiness here.
5.Disney FlavorChinese Characteristics
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1.Architecture StyleAs thelargest,highestandmost interactiveDisney castle,the iconicattractions ofShanghaiDisneyPark,Fantasy FairyTale Castleis richin uniqueChinese elements.At thehighest pointofthe castle standsa decorativespire,the topisagolden ChinaHower:peony.Below thepeony flower,aDisneymagic starbloom tothe sky.The otherlarger decorativespire containsthe traditionalauspicious clouds,peony,lotus andother Chineseunique patternsand features,and presentmagnolia whatis behalfoftheShanghai.Furthermore,thecastleis alsofull ofChinese elements,such asthe welcomepavilions greenjade carving,carved onthe porch,and themurals showingthe changingseasons.
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2.Content DesignThe ShanghaiDisney Resortis dividedinto6districts,one ofthem iscalled asGarden Fantasywhich consistsof sevenindependent smallgardens,including aunique Twelvefriends garden.The gardendisplays12huge piecesof exquisitecolor mosaicmurals areshowed bythe popularDisney andDisney PixarAnimation MovieStars transformedintoChinese traditionaltwelve zodiacs,illustrating thestory ofDisney bythe uniqueChinese elements.
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3.Eating HabitLearning fromthe TokyoDisneyland,theShanghaiDisney Resortdo alot workto combine theDisneystyle withChinese eatinghabit.Food suppliedinShanghaiDisneyResortcover Chinaseight majorregional cuisines.These flavorsare placedin platesprinted withDisney cartoonimages orbe madeinto theshape offamous Disneycartoon characterssuch asMickey andMinnie.
6.Conclusion Basedontheillustration above,itisclear toseethattheShanghaiDisneyResortis facingthe severechallenges fromthe Tokyoand HongKongDisneyland,but alsofull ofopportunities.To someextent,how tocombinetheauthentic Disneyflavor withChinese characteristicsisadecisive factorfor theShanghaiDisneyResort toobtain thecompetitive advantageover theother twoAsian Disneyland.。