商务英语_20120312

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1、HONGKONGDISNEYLANDACASESTUDYONSERVICEANALYSISPreparedby偷汉子老师12thMarch2012猪猪字幕组yy语音教学商务英语班频道ID6370THEWALTDISNEYCOMPANYEttiEntertainmentCtCongllomeratteconsiitifMdistingofMedia,StudioEntertainment,ConsumerProductsandThemeParks&ResortsThemePark&ResortsDivisionCurrentParkLocations:Anaheim

2、,,,Orlando,Tokyyo,,Paris,,HongKong(2005)Alsoincludes:TheDisneyCruiseLine,DisneyRegionalEntertainmentTheDisneyVacationClubTheAnaheimEntertainment,TheDisneyVacationClub,TheAnaheimAngels,andtheMightyDucksofAnaheimRevenuesof$7Billionin2001,or28%ofcompany-widerevenueTHEDISNEYLANDPHILOSOPHY“

3、Disneylandisyourland.Hereagerelivesfondmemoriesofthepastandhereyouthmaysavourthechallengeandpromiseofthefuture.Disseyadsdedcatedtoteodeas,teneylandisdedicatedtotheordeals,thedreamsandthehardfactsthathavecreatedAmerica…withthehopethatitwillbeasourceofjoyandinspirationtoalltheworld.-WaltDi

4、sney,founderofDisneyland,1995STRATEGICSERVICEVISIONFRAMEWORKTargetmarketServicesegmentsconceptServiceOtOperatiinggdeliverystrategysystemTARGETMARKETSEGMENTGeographicalDemographicLocal(40%)ChildrenandfamiliesVisitorsfromMainlandTeenagersChina(33%)Visitorsfromoverseas(27%)SERVICECONCEPTHK

5、DisneylandaimstocreateafantasyworldasameansofescapefromthestrainofthebustlingworldOPERATINGSTRATEGYFunandsaferides,merchandise,foodstallsetcSERVICEDELIVERYSYSTEMDisneyUniversitypersonneldevelopmentorganizationaimingatmodelingthemodelingtheattitudesofstaffsinordertocreate"attitudes"of

6、staffsinordertocreatethedesiredlevelofserviceintheParkOPERATIONALERRORSInappropriatePoormarketoperationresearchstrategiesFailuretoMismanagementmatchserviceoftheserviceoutputwithitsdeliverysystemserviceconceptPOORMARKETRESEARCHWrongforecastsofitsvisitorsbygeographyforaconsecutivenumberof

7、yearsexpectdtedagreatterproportitiflonoflocalliithilivisitorswhileinfactvisitorsfrommainlandChinaformthemajorityofitsvisitorsDemographicwise,HK’stargetmarketsegmentsofteenagersandchildrenwerenotsustainablesincethemarketfbaseofthesecustomersisdecliningduetolowfertilityra