东京迪士尼运营现状与影响因素研究

发布时间：2018-01-02 12:35

本文关键词：东京迪士尼运营现状与影响因素研究　出处：《华东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：1989年,中国第一个真正意义上的主题公园"锦绣中华"在深圳建成开业。自此以后,中国主题公园产业走上了曲折发展的道路。近年来,随着中国经济社会的发展和人民生活水平的提升,主题公园在居民休闲生活中的地位逐步提高,国内外资本也纷纷将视线转移到中国主题公园客源市场。面对主题公园发展的春天和愈加激烈的市场竞争,国内主题公园势必需要寻求转型突围、借势发展之路。而东京迪士尼恰好是一个值得借鉴的经典案例。因此本文旨在通过分析东京迪士尼的项目建设、项目管理、市场运营、经营效益及其影响因素的研究,探究东京迪士尼对国内主题公园健康发展的借鉴作用,促进我国主题公园产业转型升级,从而提升居民休闲旅游生活质量和推动旅游行业持续健康发展。本文的研究对象是东京迪士尼,研究重点是迪士尼的运营现状及其影响因素。本研究采用的研究方法主要是文献研究法、比较研究法和定量研究法。针对本文特定的研究内容,通过收集资料与数据处理,并结合相应的研究方法,对东京迪士尼的运用现状进行比较深入的分析。通过对相关研究文献进行梳理与分析发现,投资收益动态平衡的商业运用模式帮助东京迪士尼不断成长壮大,逐渐成为日本主题公园产业乃至世界主题公园产业的领军力量。东京迪士尼产品特征概括起来包括产品主题化、内容参与化、劳动表演化、更新常态化等四个方面。其中,产品主题化是东京迪士尼建设的基础。定量研究结果表明,在市场运营方面,东京迪士尼客源市场呈现阶梯式上升趋势,游客年龄覆盖广泛,平均停留时间在8小时以上,消费支出稳定。东京都市圈、女性群体是客源市场主体。市场运营策略、设施配置和环境营造分别对游客接待规模、停留时间和消费支出具有决定性作用。在经营效益方面,游客门票消费、商品消费和餐饮消费共同驱动景区收入持续增加,消费习惯是园区收益的根本保障。比较研究结果表明,与巴黎迪士尼和香港迪士尼相比,东京迪士尼客源市场发展阶梯性特征明显,游客消费支出基数大、变化小,国际游客或许能够成为客源市场重要增量。
[Abstract]:In 1989, the first real China theme park "Splendid China" in Shenzhen was opened. Since then, Chinese theme park industry embarked on a tortuous path of development. In recent years, with the development of China economy and improving people's lives, the status of theme park in the residents' leisure life gradually increase the domestic foreign capital have the attention to Chinese theme park tourist market. With the development of the theme park in spring and the increasingly fierce market competition, the domestic theme park will need to seek a breakthrough in transition, taking advantage of development. And Tokyo Disney happens to be a classic case worth learning. Therefore, this paper aims to analyze the construction project of Tokyo Disney, project management, market operation, operating efficiency and its influence factors, to explore Tokyo Disney for the healthy development of the theme park in China for reference With the promotion of our theme park industry transformation and upgrading, so as to enhance the quality of life of residents and tourism leisure tourism to promote sustainable and healthy development of the industry. The research object of this paper is Tokyo Disney, is focused on factors operating status and influence of Disney. The research methods used in this study are literature research method, comparative research method and quantitative research method. According to the specific research contents in this paper, through the data collection and data processing, and combined with the relevant research methods, in-depth analysis of the status quo of Tokyo by Disney. Combing with the analysis found that through the relevant research literature, the use of dynamic balance of investment income business model to help Tokyo Disney continue to grow, gradually become Japan theme park industry and the world theme park industry leader in Tokyo. Disney product features include products The theme of the content, participation, work performance, the four aspects of normalization. The product theme is a Tokyo based Disney construction. The quantitative research results show that in the aspect of marketing, Tokyo tourism market presents Disney stepped up trend, tourists age of extensive coverage, the average residence time of 8 hours or more stable, consumer spending. The Tokyo metropolitan area, the female population is the main tourist market. The market operation strategy, configuration and environment construction of facilities of tourist reception scale, which plays a decisive role in the residence time and consumption expenditure. In terms of operating profitability, tickets to tourists consumption, consumer goods and food consumption driven scenic income continued to increase, consumption habits the fundamental guarantee of Park income. The comparative results show that, compared with Paris Disney and Hongkong Disney, Disney Tokyo features ladder tourist market development Obviously, the base of tourist consumption is large and the change is small, and international tourists may be an important increment of the tourist market.

【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.5

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