上海迪斯尼乐园分析报告

Disneyland in China

Group 6

Group Member:

Disneyland Park in China

1 Company Introduction: 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 still colloquially known by that name, it is the only theme park to be designed and built under the direct supervision of Walt Disney. In 1998, the theme park was re-branded

"Disneyland Park" to distinguish it from the larger Disneyland Resort complex.

Walt Disney came up with the concept of 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 who wished to visit; however, he soon realized that the proposed site was too small. After hiring a 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 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 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

⑴ The analysis of the success of Disneyland in Japan

A. Introduction of Disneyland in Japan

The 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 Japan

The Intern ational president of Disney, Andy Bird once said that, “Every market has its own characters. Although people have similar demand to entertainment media, the national characters and native culture stimulate us to make particular strategies in different countries and launch the Disney products which suit the local.” In 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 one common feature: all the performances there are dynamic which drive people to another colorful cartoon world.

b)The built never over in Disneyland in Japan

Update is the key words of this strategy. In order to attract tourists who have already been to Disneyland before, Disneyland in Japan adopts the