Not long ago, shanghai disneyland began to operate on a trial basis, and some tourists, after a tour, complained that the tickets were too expensive to eat, eat or buy. Six bucks a little cage bag, ten bucks a burn to be the object of a spit. According to the official network, the adult daily ticket price at shanghai disneyland is $370 and the maximum daily ticket price is $499. How expensive is the shanghai disney ticket? The vice president of the public affairs department of the disney district of shanghai said to the media: “the flat daily fare at shanghai disneyland is the lowest in any disney kingdom-style theme park worldwide.”
In terms of exchange rate prices alone, the shanghai disney peak day adult ticket of $370 and the child ticket of $280 are indeed the lowest in the global dinis theme park, but the shanghai disney entrance ticket price is not necessarily the lowest in the world in terms of consumer income and purchasing power. Public data show that in 2014 hong kongers received about $1545 (approximately hk$ 12,000) per person per month and were able to buy 22 hong kong disney tickets per person per month; in 2014 shanghaiers received about $5,400 per person per month and only 14 shanghai disney tickets per person per person per person per month; and in 2014 japaneses received about $2634 per person per month (approximately $316,000) to buy 42 tokyo disney tickets per person per person per month。
Disney is a profit-making transnational corporation. The total investment of shanghai disney amounted to 24. 5 billion yuan, which is currently the largest foreign-chinese joint venture in modern services in china, targeting mainly middle-income households and individual consumers in china. As a multinational enterprise, disney must be aware that far too high or too low a ticket is not conducive for the enterprise to achieve its own business objectives。
Disney has more than half a century of operational experience, and his pricing philosophy has long moved away from an attempt to make a sharp profit by “slaughtering” at high prices. Disney is accustomed to using reasonable prices, high-quality services and unique cultures to guide tourists to rational consumption and to establish long-term relationships, thus reaping substantial profits. For disney, emotional services and the creation of happiness are important elements of thematic park services. One of the main reasons for the success of the experiential marketing of disney is that it constantly provides visitors with a multi-layered, full-of-the-horizon experience that allows them to understand, taste and identify with disney's brand values: a good quest for dreams, happiness and happiness。
Travel to disney is not a public good, nor is it a necessity. Does a shanghai disney ticket cost a lot to consumers? It is impossible to draw conclusions from sitting in front of a computer by looking at comments, but it is better to buy a ticket and experience it first-hand, knowing whether the money is worth it。
It is important to note that there is a risk to shanghai disney by using the lowest global entry price. In 2005, hong kong disney set the world's lowest ticket prices in order to bring them closer to the level of consumption in the interior, where tourists were dominated by one-off tourism, resulting in seven consecutive years of loss for the first time since 2012。
Hong kong disney suffered a loss because the hksar government, which held 53 per cent of the shares, only participated in the share of income from the door, while the profits from other products and services were attributed to the disney company, which held 47 per cent of the shares. According to professor su weiwen of the chinese university of hong kong, the high royalties charged by the united states company disney were the underlying cause of the hong kong disney project losses. By contrast, the largest feature of shanghai disney is china's participation in the investment, construction and management of shanghai disney thematic park and associated facilities through equity management companies. Now, how long will shanghai disney be able to make a profit by once again setting the ticket as the lowest in the world? Only time was left for clarification。
(by liu sword, ph. D. In political science, associate professor, current editor, nakayama university)
