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1、1Business 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 in
4、 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 Ch
5、ina became the worlds second largest economy, the disposable incomes of Chinese are much more sufficient compared with last few years. People 2are willing to spend more money on amusement facilities to entertain themselves, including visiting Shanghai Disneyland.Magic city is another name for Shangh
6、ai, 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.Soc
7、ialChina has had a one-child policy, which made parents reluctant to deny anything to their only child, such as visit to a theme park. 2.4.TechnologyThe improved technology of transportation is another element that Disney chose Shanghai2.5.EnvironmentThe weather in Shanghai is relatively moderate th
8、an 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. Lessons Learned from Past ExperienceIn 2016, Disney had f
9、our 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 construction
10、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 3phase, and it food sale. This kind of income is limited. For Shanghai Disney, it is be
11、tter 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 Asias largest tourist destination and has a better infrastructure and higher family i
12、ncomes 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 the
13、 Shanghai Disneyland form its own differential competitive power?3.2.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 great dea
14、l 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 changea
15、ble 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 Disneyland
16、and 3 times of Tokyo Disneyland (as shown in Figure 1). As the worlds sixth, the mainlands 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 Disneys fantasy fairy tale 4castle 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 “roaming of fairy t
