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主题公园未来发展趋势--迪士尼主题公园22亿美元利润背后的秘密
发布日期:2014-07-30 09:29

主题公园是美国传媒巨头华特迪士尼公司的核心产业模式。去年,全球的11家迪士尼乐园为公司总年收益(450亿美元)贡献了近三分之一,占107亿美元运营利润中的20.7%

迪士尼主题乐园巨大利润背后的驱动力是它庞大的规模。只说迪士尼经营着世界上最繁忙的主题公园已经不能完全反映它的现状。根据AECOM 经济和主题娱乐协会提供的2013年全球度假胜地人流量报告来看,迪士尼乐园去年全年共吸引了1亿3千多万人次到访。这个总量比迪士尼的头号竞争对手,英国梅林旗下的乐高乐园和海洋公园(5900万人次)翻一倍还多。

主题公园的概念一炮而红,自开业以来,加利福尼亚的迪士尼已经接待超过6亿人次。它的成功使得1971年佛罗里达迪士尼世界---一个集成4座主题乐园的度假区顺利建成。迪士尼公园一路开遍东京,巴黎,2005年又在香港开业。明年,迪士尼将在中国最大的城市上海落户。

 

礼品店总是很巧妙地设置在游乐设施的出口处,这样游客必须经过这里,巨大的利润就源源而来了。这就解释了为什么主题公园是迪士尼帝国除了电视台以外第二大的摇钱树。这也仅仅是个开始,因为礼品店还有另一个重要的作用。

礼品店中出售的DVD和商品为迪士尼的电视秀做了推广,就像那些游乐设施都是以电影中的原型来建造的。这一举措的效果最明显的地方是在中国,因为海外电视台在这里被严格禁止。所以迪士尼利用主题公园而非迪士尼频道作为市场渗透的主要手段。

 

Theme parks are core to the business model of American media giant the Walt Disney Company. Last year its 11 parks around the world provided nearly a third of its $45 billion revenue and 20.7% of its $10.7 billion operating profit. New research has uncovered some of the secrets to this success.

The driving force behind Disney's theme park profits is its scale. Saying that Disney runs the world's busiest theme parks doesn't do justice to its status. In total they attracted 132.5 million guests last year according to the 2013 global attractions attendance report produced by industry monitors AECOM Economics and the Themed Entertainment Association (TEA). The total was more than double the 59.8.

 

million who visited Disney's closest rival, British business Merlin which runs the Legoland and Sea Life parks. 

The concept of themed attractions was an instant hit and, since it opened, Disneyland in California has been visited by more than 600 million guests. Its popularity led to the opening in 1971 of Disney World – a resort comprising four theme parks in Florida. Disney parks followed in Tokyo, Paris and, most recently, in Hong Kong, which opened in 2005. Next year they will be joined by another Chinese outpost, this time in the country's largest city, Shanghai.

Gift shops are cunningly located at the ride exits so guests have to pass through them and the massive margins on merchandise brings in big bucks. It explains why the parks are the second-biggest cash cow in Disney's empire after its television stations. That's just the start of it though as the gift shops serve another important purpose.

The DVDs and merchandise sold in the gift shops promote Disney's TV shows just as the rides themselves act like teasers for the big screen movies they are based on. The power of this pull is most clearly demonstrated in China where foreign ownership of television stations is restricted so Disney uses theme parks as its primary method of market penetration rather than the Disney Channel it usually favours.

 

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