上海迪士尼分析

THANK YOU
technology
economy
socຫໍສະໝຸດ Baiduety
property
•Consumer focus on the cultural, entertainment, and tourism •Tourism industry amount to 85.81billion, weight 7% of GDP in 2007
ST WT
2 The price that the buys willing to pay
Five Force Model
entry barriers – high
• Large investment and long construction period • It is difficult to change the use of theme park
DEPST
•Shanghai resident population amount to 1,921.32 million
demography
•Shanghai city GDP amount to 1490.093 billions, grows 13% in 2009 •Shanghai city disposable income is 28,8838 RMB
SWOT
Treat
Treat
1 Cost of entry barriers
WT ST
The high cost rate of entry tourist satisfaction barriers brings andhigh the good cost ability of operating of innovation cost help to improve the willing to pay high price
Diamond model
Opportu nity Firm strategy, structure and competitive •To make people happy •The competitive in this industry is low
Factors of production
Demand
•Innovation •Experience
Hotel Restaurant •Common Facilities Related industry and supporting industry Governm ent
•Shanghai city GDP amount to 1490.093 billions, grows 13% in 2009 •Shanghai city disposable income is 28,8838 RMB
SWOT
Opportunity SO
1 A larger market WO share in the 1 Existence industry of competitor, we have 2 Strong ability of the brand advantage, innovation and and communicate with brand awareness the local government 3 Experienced to get the better policy executives, treat specialized staff 2 Higher operating training, a unique costs,, w canculture improve corporate theA rate ofquality tourist of 4 high satisfaction and ability service that can of innovation make the majority of visitors to visit again
bargaining power of suppliers– low
• The number of domestic suppliers is growing • Domestic suppliers can make all general entertainment equipment
Industrial competition – low
• As a theme park, Disney can bring consumers a unique experience of happy • Disney’s brand brings it high visibility and recognition • Continual innovation and improvement
Conclude
Families with children
Target customers
Younger Tourists
4P product price
• Entertainment projects, tourism projects • Theme toys, theme costume • Related books, audio and video • Gate-money • Entertainment projects • Related goods
Shang Hai Disney Project
List of Disney project report
1. Introduction
2. Strategy 3. Conclusion
www.themegallery.com
Company Name
Introduce
Mission & vision
Place
Promotion
• Coverage: the yangtze river delta • Position: international metropolis(Shanghai)
• Ad: event of marketing, experiential marketing, • P.R.: government, public funding • Discount: coupons for local
Mission & Vision:
To make people happy
Value:
Value
No cynicism Nurturing and promulgation of "wholesome American values" Creativity, dreams and imagination Fanatical attention to consistency and detail Preservation and control of the Disney "magic"
Business Model
Business Model :
Experiential Marketing Create happiness and enjoy dream
www.themegallery.com
Company Name
IPLC
Income
Scallop-type growth
Time
bargaining power of consumers – low
• Consumers are priceinsensitive
Threat of substitutes– high
• Happy valley is a huge threat to Disney in Shanghai • Other large- scale entertainment is competitive to Disney
Opportunity
SO WO
1 Innovation 2 Tourist satisfaction 3 Competitive position in the industry 4 Brand advantage 5 Consume 6 Policy 7 Geographical conditions