上海迪士尼开园初期市场风险研究

发布时间：2018-01-22 23:17

本文关键词： 上海迪士尼主题公园市场风险开园初期　出处：《华东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国全民休闲时代的到来,国民休闲旅游时间和休闲旅游消费不断增加,从而推动了中国主题公园产业的急速扩张。但与此同时,主题公园市场的竞争也日益激烈,随之带来的市场风险也越来越大。上海迪士尼从开园之前就备受期待,然而面对复杂和多元的中国市场环境,上海迪士尼在开园初期存在诸多市场风险,对可持续发展提出了挑战。本文以开园初期的上海迪士尼为研究对象,结合理论分析和实证分析,通过文献法、访谈法和问卷调查法对上海迪士尼开园初期市场风险的基本特征及其影响因素进行了研究。本文主要的研究结论如下,第一,开园初期的上海迪士尼总体存在一定的市场风险,并且市场风险呈现出多个维度;被调查者对上海迪士尼的期望值较低,他们对上海迪士尼的容忍度和支持度也不高。第二,运用因子分析技术,获取影响上海迪士尼开园初期市场风险的六个因子,包括:投资回报风险、游客体验风险、社会环境风险、经营管理风险、客源市场风险和产业配套风险。第三,通过构建上海迪士尼开园初期市场风险的结构方程模型,发现经营管理风险和产业配套风险均正向影响投资回报风险;经营管理风险正向影响社会环境风险;产业配套风险正向影响经营管理风险。投资回报风险、社会环境风险、经营管理风险都正向影响客源市场风险,游客体验风险负向影响客源市场风险;社会环境风险、经营管理风险和产业配套风险均正向影响游客体验风险。客源市场风险对支持度有显著的负向影响,游客体验风险对支持度有显著的正向影响。最后,本文就上海迪士尼如何提高市场风险防范与管理能力提出些许建议,以期为国内主题公园的市场风险研究提供理论支持,促进我国旅游项目的可持续发展。
[Abstract]:With the arrival of the leisure age in China, the national leisure travel time and leisure tourism consumption are increasing, thus promoting the rapid expansion of China's theme park industry, but at the same time. The competition in the theme park market is becoming more and more intense, and the market risks are increasing. Shanghai Disneyland has been expected since the opening of the park, but in the face of a complex and diverse Chinese market environment. There are many market risks in the initial stage of Shanghai Disneyland, which challenges the sustainable development. This paper takes Shanghai Disney as the research object, combining theoretical analysis and empirical analysis, through the literature method. The basic characteristics and influencing factors of the initial market risk of Shanghai Disneyland were studied by interview and questionnaire. The main conclusions of this paper are as follows: first. At the beginning of the park, there is a certain market risk in Shanghai Disney, and the market risk presents multiple dimensions. Respondents had low expectations for Shanghai Disney, and their tolerance and support for Shanghai Disney were also low. Second, factor analysis technology was used. Obtain six factors that affect the initial market risk of Shanghai Disney Park, including: investment return risk, tourists experience risk, social environment risk, management risk. Thirdly, by constructing the structural equation model of the initial market risk of Shanghai Disney Park, it is found that both the risk of management and the risk of supporting industry positively affect the risk of return on investment. Management risk positively affects social environment risk; The investment return risk, social environment risk and management risk are all positive to the tourist market risk, and the tourist experience risk has negative influence on the tourist market risk. The social environment risk, the management risk and the industry matching risk all positively influence the tourist experience risk. The tourist market risk has the significant negative influence to the support degree. Tourist experience risk has a significant positive impact on the degree of support. Finally, this paper puts forward some suggestions on how to improve the ability of market risk prevention and management of Shanghai Disney. In order to provide theoretical support for the market risk research of domestic theme parks and promote the sustainable development of tourism projects in China.
【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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