BusinessPlanforShanghaiDisneyIntroductionWaltEliasDisney,whowasthemostfamousanimationmasterdesignerinAmerica,establishedthewell-knownWaltDisneyCompany.Tobringhappytotheworld,theWaltDisneyCompanydecidedtobuildathemeparknamedtheDisneyland.TheDisneylandhasbecomethemostpopularthemeparkallovertheworld.TheDisneylandisapartoftheDisneyamusementpark,whichhasthemehotel,Disneydowntownandsomeotheramusementfacilities.TheReasontoChooseShanghaiTofindouttheanswertothequestion,PESTELModelcanbeusedtoanalyzethemacroenvironmentoftheShanghaiDisneyland.ThePESTELrepresentsixelementsinfluencedthecompany,whicharepolitical,economic,social,technology,environmentandlegal.PoliticalWiththenationalbecomemoreandmorepowerful,theChinesegovernmentembracestheforeigncapitaltoinvestinChina.ThisshowstheculturalconfidenceoftheChinese.AlthoughtherearemanyVisaWaivercountries,manyChinesedonotorcannothaveavisatoleavethecountry.Sincethereasonmentioned,theShanghaiDisneylandcouldattractthesecustomerstovisititwithoutanyvisa.EconomicSinceChinabecametheworld'ssecondlargesteconomy,thedisposableincomesofChinesearemuchmoresufficientcomparedwithlastfewyears.Peoplearewillingtospendmoremoneyonamusementfacilitiestoentertainthemselves,includingvisitingShanghaiDisneyland.MagiccityisanothernameforShanghai,indicatingthatitisacharmingcity.Shanghaiisoneofthebiggestmetropolisesinscaleandarea,andalsothefinancialcenterofChina,includingallelementsoffinancialmarketinChina.ItisnodoubtthatShanghaiDisneylandcanattractmoremainlandtouristthanHongKongdoes.SocialChinahashadaone-childpolicy,whichmadeparentsreluctanttodenyanythingtotheironlychild,suchasvisittoathemepark.TechnologyTheimprovedtechnologyoftransportationisanotherelementthatDisneychoseShanghaiEnvironmentTheweatherinShanghaiisrelativelymoderatethanBeijingorGuangzhou,whichiswarminwinterandcoolinsummer.LegalThelegalsystemofChinaisreasonablyperfectthanitofFrancein1985.ItishardlytoseethesituationthattheDisscnheayir'manwaspeltedbyeggsinParis.LessonsLearnedfromPastExperienceIn2016,DisneyhadfourthemeparksinoperationoutsidetheUnitedStates:TokyoDisneyland,TokyoDisneySea,DisneylandParis,WaltDisneyStudiosPark,HongKongDisneylandandShanghaiDisneyland.SomeissueshavebeenappearedthroughtheconstructionofDisneyland.Financial&EconomicDuringtheconstructionofTokyoDisneyland,theOrientalLandCompanyproposedtheparktoDisneyandownedtheParkastheDisneydidnotwanttoprovideanyfinancing.Disneyjustreceivedfeesforitseffortsduringtheconstructionphase,anditfoodsale.Thiskindofincomeislimited.ForShanghaiDisney,itisbettertogetenoughfinancingsourcetocompletetheconstructionandoperation.TheShanghaiDisneylandshouldhirethelocalpeopleorChineseasthevirtualtourguidestosatisfytheChinesevisitors.HongKongisAsia'slargesttouristdestinationandhasabetterinfrastructureandhigherfamilyincomesthanmainlandcities.DoestheticketpriceofShanghaiDisneylandareaffordableformainlandtouristsorothervisitors?Thepricingpolicyshouldbeconsideredthoroughly.Between1994and1999,Chinabuiltmorethan2,000amusementparks,whichmayhaveimpactonDisneybusiness.CouldtheShanghaiDisneylandformitsowndifferentialcompetitivepower?Cultural&EnvironmentBeforeDisneysignedanagreementwiththeFrenchgovernment,itbegantohaveproblemsinFrenchbecausepeoplebelievedtheparkwouldcontributetothedestructionofFrenchcultureandsufferedagreatdealofopposition.Tostopthishappeningagain,ShanghaiDisneylandshouldinvestigateandsurveyabouttheacceptanceofDisneycultureofresidents.Differentcountrieshavedifferentsituation.WeshouldnotconsiderthesuccessofJapanissuitableforChina.Stayingalarmandadjustingtochangeableenvironmentisagoodideatodefensetheriskanduncertainty.DifferentiationStrategiesDifferentiationinScaleShanghaiDisneyResort,locatedinChuanshaNewtown,PudongNewDistrict,ShanghaiCity,coversanareaof7squarekilometers,whichisalmost6timesofHongKongDisneylandand3timesofTokyoDisneyland(asshowninFigure1).Astheworld'ssixth,themainland'sfirstChineseDisneyPark,theShanghaiDisneyResorthasaDisneythemeparkof"MagicKingdom"type,whichownstwothemehotelsandretail,catering,entertainment,parkinglotetc.ShanghaiDisney'sfantasyfairytale

TctaIaquaTctaIaquarekilometers-)TokyoDisney■HongkongDisneyShanghslDIjnsyFigure1.ComparisoninTotalAreaDifferentiationinCostPricingDifferentiationBasedontheofficialdata,theticketpriceofTokyo,HongKongandShanghaiDisneyisUSD59,USD64,andUSD55respectively,anditisclearlytoseethatcomparedwiththesetwootherAsiaDisneylands'ticketprice,ShanghaiDisneyResortisthecheapestone.What'smore,asreferredabove,theShanghaiDisneyResorthaveamassiveparkscalecomparedwiththeothertwo,thereforetheShanghaiDisneyResortgetahighcostperformance.AdditionalCostAdditionalcostincludestheexpensesonthetransportation,cateringandaccommodation,andsometimesinvolvestipssuchasinTokyoorHongKong.Takingthelocalpricelevelintoconsideration,tothemainlandcostumers,especiallytheconsumerlivedinYangtzeRiverDelta,theShanghaiDisneyResortisthebestchoiceforthemtogo.4.3.DifferentiationinProductShanghaiDisneyparkhassixthemepark:MickeyAvenue,FantasyGarden,,AdventureIsland,TreasureBay,theWorldofTomorrow,ADreamWorld.Twothemedhotels:DisneylandHotelShanghai,ToyStoryHotel.Asubwaystation,Disneystation.Andtherearemanyglobalfirstrides,wonderfulliveperformancesandavarietyofwonderfulexperienceofanyagecangainhappinesshere.1a；Ja1a；Ja上腳炙帀上津■土魁港翌一■士小IK凳臨展示粥DisneyFlavor&ChineseCharacteristicsArchitectureStyleAsthelargest,highestandmostinteractiveDisneycastle,theiconicattractionsofShanghaiDisneyPark,"FantasyFairyTaleCastle"isrichinuniqueChineseelements.Atthehighestpointofthecastlestandsadecorativespire,thetopisagoldenChinaflower:peony.Belowthepeonyflower,aDisneymagicstarbloomtothesky.Theotherlargerdecorativespirecontainsthetraditionalauspiciousclouds,peony,lotusandotherChineseuniquepatternsandfeatures,andpresentmagnoliawhatisbehalfoftheShanghai.Furthermore,thecastleisalsofullofChineseelements,suchasthewelcomepavilions'greenjadecarving,carvedontheporch,andthemuralsshowingthechangingseasons.ContentDesignTheShanghaiDisneyResortisdividedinto6districts,oneofthemiscalledasGardenFantasywhichconsistsofsevenindependentsmallgardens,includingaunique"Twelvefriends'garden".Thegardendisplays12hugepiecesofexquisitecolormosaicmuralsareshowedbythepopularDisneyandDisneyPixarAnimationMovieStarstransformedintoChinesetraditionaltwelvezodiacs,illustratingthestoryofDisneybytheu