After Disneyland in California, Walt Disney World in Florida, Disneyland in Paris, France, and Tokyo Disneyland in Japan, Hong Kong Disneyland, the fifth Disneyland in the world, will open on September 12 Officially opened for business today. The world's top theme parks have officially entered the Chinese theme park market. This impact on China's theme park industry can be described as a stone's throw that stirs up waves. Local theme parks will face more severe competitive pressure, and competition in the domestic theme park market will become more intense. It is urgent to cultivate internationally competitive local theme parks to cope with the competitive challenges of transnational theme parks. Therefore, learning from the successful management experience of world-famous theme parks is of great significance to guide the healthy, orderly and rapid development of my country's theme park industry.

Brand management strategy

Brand management refers to the basic situation of an enterprise in response to market demand, with the corporate philosophy as the core and the brand as the means, through brand marketing, brand promotion, brand asset management, etc. Various business methods to achieve the ultimate goal of maximizing corporate profits. Disneyland has achieved huge benefits by implementing brand management strategies. First of all, brand management has won Disney loyal customers around the world and formed a differentiated competitive advantage. The Disneyland brand is synonymous with happiness in people's minds. It has established a good corporate and product image, enhanced consumers' awareness of Disneyland, and formed a good reputation around the world, thus bringing it There is a wide range of customer source aggregation effect. Secondly, brand management accelerates the group's expansion and forms industry aggregation advantages. Brand management is one of the important and effective means to accelerate the expansion of Disneyland. It can get rid of geographical restrictions, expand corporate development space and market scale with brand, thereby promoting the company to embark on the path of rapid expansion and large-scale operation. Its main form is franchising. Disney Corporation has rapidly expanded the group through the transfer and licensing of intangible assets such as management models, business concepts, trademarks and brands. It has successfully built and operated Tokyo Disneyland and Paris Disneyland; The upcoming Hong Kong Disneyland is also a successful example of its brand management. The total initial investment in Hong Kong Disneyland was HK$14.1 billion, of which the SAR government injected 5.7 billion, borrowed 6.1 billion, and invested 13.6 billion in infrastructure projects. However, the SAR government only owned 57% of the shares; while Disney only shouldered 2.3 billion in commercial loans, but It owns 43% of the shares, and its management rights and exclusive rights belong to the Disney Company of the United States. Finally, brand management promotes the extension of the industrial chain and forms diversified operating advantages. Disneyland borrows the image and reputation of its brand in the minds of customers and applies the Disney brand to theme products. Consumers will extend this brand loyalty to new products out of trust and preference for the Disney brand, adding new products. The opportunity for products to achieve market success has promoted the company to quickly form a product diversification or industry diversification business structure. Disneyland cooperates with film and television media companies, toy manufacturers, clothing manufacturers, etc. to develop a series of products with fixed themes, including themed cartoon characters, themed toys, themed clothing, household appliances, etc. This has brought huge profits to Disneyland. The theme park itself only accounts for about 20% of Disney's revenue, while the sales of branded products account for about half.

Service Winning Strategy

Disneyland’s high-quality service standards are well-known, and its service concepts and standards have become a model for various companies to imitate. That is, safety, civility, show, and efficiency. Its connotation can be understood as: firstly, ensuring that guests are comfortable and safe; secondly, ensuring that staff are polite; thirdly, ensuring that the performance is full of magic; and finally, Ensure high efficiency in work while meeting the above three criteria. It is precisely because Disneyland has long adhered to the "SCSE" business philosophy and the effective implementation of service commitments among all employees that it has created Disneyland's high-quality, efficient, and meticulous service standards, and won good word-of-mouth effects and high repeat visits from customers. Rate.

Under any circumstances, ensuring the safety of guests is Disneyland’s primary value proposition. During holidays, when crowds and chaos occur due to increased passenger flow, in order to ensure that tourists enjoy the service standards they deserve and for safety reasons, staff will take measures such as limiting the number of people entering the park and the movement of tourists to ensure the safety of tourists. Although this will reduce revenue and cause dissatisfaction from guests waiting to enter the park, safety is always the top priority of Disneyland. In some thrilling and exciting entertainment projects, the park will have detailed safety tips and provide special services for tourists with special needs. For example, when watching four-dimensional movies such as Donald Duck, the fixed seats in the first row of the theater are specially Prepared for the elderly and too young children, the park allows them to experience the realistic effects of three-dimensional movies while also protecting their safety.

Disneyland is very meticulous in its requirements for employee politeness. It requires employees to serve guests enthusiastically, sincerely, politely and thoughtfully. In Disneyland, the eyes of employees must be at the same level as the eyes of customers; if the customer is a child, the employee must squat down and hand the product to the child with a smile. Disneyland stipulates that no delivery is allowed in areas where guests are visiting. All cargo passages are underground. Visitors will never see delivery trucks entering or leaving Disneyland. In order not to disturb tourists, Disney does not set up a missing person call. Even for employees who do not directly serve customers, Disney pays great attention to cultivating their awareness of respecting customers. For example, Disney requires accountants to stand at the gate and bow to all guests who come in every morning when they go to work for two or three months before taking up the job. ,thank.

The personnel department is the "role assignment department" and so on. This special language continuously strengthens employees' performance awareness and lays the foundation for them to be competent in role-playing in the future. Every employee in the park plays the role of a host. They must use enthusiastic, sincere, polite and thoughtful services to create joy for guests.