上海迪士尼分析.ppt

Shang Hai Disney Project
Company Name
2. Strategy
3. Conclusion
1. Introduction
List of Disney project report
Company Name
Mission & Vision:
To make people happy
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 :
Experiential Marketing
Create happiness and enjoy dream
Mission
& vision
Value
Business Model
Introduce
IPLC
Time
e
Scallop-type growth
DEPST
Shanghai resident population amount to 1, million
Shanghai city GDP amount to billions, grows 13% in 2009
Shanghai city disposable e is 28,8838 RMB
Consumer focus on the cultural, entertainment, and tourism
Tourism industry amount to , weight 7% of GDP in 2007
Diamond model
Innovation
Experience
Shanghai city GDP amount to billions, grows 13% in 2009
Shanghai city disposable e is 28,8838 RMB
Hotel mon Facilities
To make people happy
petitive in this industry is low
Treat
1 Cost of entry barriers
2 The price that the buys willing to pay
ST
The high rate of tourist satisfaction and good ability of innovation help to improve the willing to pay high price
WT
The high cost of entry barriers brings the high cost of operating cost
SWOT
entry barriers – high
petition –
low
Threat of substitutes– high
The number of domestic suppliers is growing
Domestic suppliers can make all general entertainment equipment
Happy valley is a huge threat to Disney in Shanghai
Other large- scale entertainment petitive to Disney
Large investment and long construction period
It is difficult to change the use of theme park
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
bargaining power of suppliers– low
bargaining power of consumers – low
Five Force Model
Consumers are pric