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1、1,Hong Kong Disneyland,Site Visit,2,HKDL Site visit,Dec 1, Tue (IHTM2) Dec 8, Tue (LM1) 10 am Main entrance of HKDL Field trip: 6 hours Individual worksheet Punctual,3,Design - Form,The capacity of HKDL is 40,000 Hub and spoke (star) design Most people, after going along Main Street USA arrived at t
2、he hub (Cinderella Castle) turn right to Tommorrowland because they see big thing spinning,4,5,Main entrance,6,Main entrance,7,Guide maps,How many languages?,8,ANIMATION ACADEMY,9,Information centre,10,MAIN STREET USA,11,MAIN STREET USA,HUB,13,Design of Disneys Magic Kingdom,Walt Disney was good in
3、designing service environments (7 Ps Physical Setting) Disneys tradition of careful and detailed planning has become one of the hallmarks and is visible everywhere in its theme parks,14,Daily Events,Park Hours Flights of Fantasy Parade Disney in the Stars Fireworks Disney Paint the Night Parade (Oct
4、 1, 2014),15,Expansion,Toy Story Land 11/2009 (exclusive in Asia) Grizzly Gulch summer 2012 (world-exclusive) Mystic Point 2013 (world-exclusive) Increase the size by 23% (27.5 hectares) Number of entertainment offerings increased to over 100,16,17,18,19,3rd Hotel,HK$4.263 billion 4 themed gardens:
5、Asia, South America, Africa, Polynesia 750 rooms Open by 2017,20,HKDL,What is the cost of the HKDL? What is the financial arrangement between WDC and the HKSAR? Why HK was chosen as the 5th Disney Park in the world? What are the benefits from the HKDL? List the deal between HKSAR and Walt Disney Com
6、pany,21,Operations,22,Quality Standards,Safety Courtesy Show Efficiency,23,Queue Management,This makes attractions in Tommorrowland prone to long queues, the followings are used at Disney parks Fastpass Wait time clocks Tip boards,24,25,Crowd Control,At HKDL, managers and staff on the ground call an
7、d send text messages to each other when they see an influx of visitors To keep people entertained, they send performers HKDL parade, which can draw up to 16,000 people, are also a way to help crowd control,26,Other PROBLEMS in OPEATIONS,Insufficient attractions High financial risk over investment on
8、 the SAR government Problems over estimation of the number of visitors Rudeness of employees Poor working conditions for Disney employees,27,Other PROBLEMS in OPEATIONS,Problems form mainland visitors: Smoking in the park Young child urinate beside flower bed Barefoot and laying them on chairs Cutti
9、ng through queue lines Spitting This affect the parks image,28,9/12/2015,29,香港迪士尼,圈地面積： 185公頃 首期發展面積： 126公頃 政府投資： 250億港元 股權：香港政府 52%、迪士尼 48% 主要玩樂設施：美國小鎮大街、幻想世界、探險世界、明日世界 酒店：兩間 基本門票價格： 350港元 目標旅客：本地、內地及東南亞旅客各佔 1/3 每年入場人次： 450萬,30,2005年開幕當日，遊客衝入樂,31,32,香港迪士尼園 財政業績概要,33,HKDL,HKDL employed more than 5,1
10、00 full-time and 2,700 part-time staff during the 2014 The resort is one of HKs largest employers in the entertainment industry HKDL, is committed to a highly skilled and quality workforce, providing more than 390,000 hours of professional and technical training during the year,34,Operating costs,Op
11、erating costs: Salary Administrative expenses Cost of goods sold Marketing,35,Attendance from 2005-2014,36,Apple Daily Sep 10, 2015,37,HKDL Financial Statements,38,Apple Daily Sep 10, 2015,39,Apple Daily Sep 10, 2015,40,Source Markets 2013-14,41,Price,42,Apple Daily Sep 10, 2015,44,Promotion (Commun
12、ication),Broadcast marketing Co-marketing Social and virtual marketing,45,Social media,The case of Taiwan B+ lifestyle 小確幸() The case Thailand 100 choices of Fun The case of China -(QQ.com),46,Place,All Circle-K outlets in Hong Kong. Online MTR Hong Kong Station (Tung Chung Line Concourse). The Magi
13、c of Hong Kong Disneyland, located at Terminal 2 of Hong Kong International Airport Hong Kong Disneyland Main Entrance Ticket Booths or Guest Relations, Selected travel agents As a hotel Guest of Hong Kong Disneyland Hotel or Disneys Hollywood Hotel, Park tickets are reserved for your purchase at fr
14、ont desk,47,Disneyland . . . will continue to grow as long as there is imagination left in the world. -Walt Disney,48,Mission Statement,We create happiness by providing the finest in entertainment for people of all ages , everywhere.,49,SWOT Analysis,Walt Disney company,50,Strengths,Experience in th
15、e entertainment business (over 90 years) Tourist attraction Strong reputation and brand name Wide companys product range- different types of attractions and products Disneys attractions adjusted to changes in visitors preferences Familiarity Financial stability Qualified and educated employees,51,We
16、aknesses,Large work force (137,000) Many changes in top-management High operating costs Different culture High price for tickets Design duplication Cultural imperialism Visitor Spending - European (HK) visitors did not spend as much as American visitors,52,Opportunities,Positive government attitudes
17、 Barriers of entry Large group of loyal clients Expansion on foreign markets,53,Threats,Over saturated markets Increasing number of serious and actively operating competitors, which address their offer to the same segment of clients (e.g. Six Flags) Bigger elasticity of competitors in adapting to pa
18、rticular segment of clients thanks to the smaller volume of sales Increasingly competitors offer, which is perceived by clients and retailers as a wider and better available,54,上海迪士尼,圈地面積： 409公頃 首期發展面積： 150公頃 政府投資： 244.8億元人民幣（約 278億港元） 股權：上海市政府 57%、迪士尼 43% 主要玩樂設施：奇妙王國、長髮姑娘城堡、海盜世界 酒店：未公佈 基本門票價格： 200元人民幣（約 227港元） 目標旅客：內地客為主，如華東和北方城市的居民 每年入場人次： 600萬至 1000萬,55,海盜船效果圖、建設進展圖。,Disney - Shanghai,58,59,