2. Hong Kong Disneyland Resort
Project was announced between The Walt Disney Company and the Hong Kong Government.
Began construction in January 2003
Building in Disneyland in project 1
Disneyland-style theme park
Two hotels
Hong Kong Disneyland Hotel
Disney's Hollywood Hotel

3. Hong Kong Disneyland Resort
Project is estimated to create:
18,000 new jobs at opening
Growing to 36,000 once the first park reaches Phase 1 build-out.
First phase: generate a present economic value of HK$148 billion (US $19 billion) in benefits to Hong Kong over a 40-year period.

4. Social responsibility for Disneyland
Base on the proactive approach
Responsibility of Disneyland towards the employees:
Wages standards months basic and paid annual leave. Have the over-time payment and night-shift allowance
Staff welfare - concerns for the staff (outpatient and hospitalization, dental scheme, life and accident insurance and mandatory provident fund scheme)
Learning and development chances - not only to offer jobs, but also to offer careers
regarded as a priority focus
well equip all operational Cast Members to perform the roles effectively

5. Social responsibility for Disneyland
Responsibility towards customers
Resort safety
Serious about customers’ safety
Make sure the kids stay extra-safe
First aid receive help from registered nurses
Guests with special needs
Proved many services for the special needs (stroller rental, baby care center, inductive loops, sign language and written aids)

6. Social responsibility for Disneyland
Responsibility towards physical environment:
Environmental protection:
Attitude and commitment to do what is right
Aim at increasing our efforts throughout Hong Kong
Look forward to partnering with the community
A better environment

7. Mission ．Make all dreams come true
．Fantasy becomes real and a reality becomes fantastic as the relive childhood memories and creates new ones.
．A place where storybook fantasy comes to life for children of all ages.
．Create magical memories with beloved characters and discover the fun where imagination reigns.

8. Changes of Hong Kong Environment
Hong Kong Disneyland project Announced in 1999
Community of Hong Kong becomes excited.
Mass media were discussing about the project constantly and sharply
Government: “It was a perfect association”
However, Is it really as wonderful as we thought?
We can find that the Disneyland have change three types of environment.
Economic environment
Social environment
Cultural environment

9. 1.Economic environment Before complete the 1st project of Disneyland,
people thinks that Disneyland can:
Attract more tourist
Excite the local market
Push forward the economic environment
Increase the employment rate
Rise the income of Hong Kong people
Improve the standard of living

10. 2.Social Environment Effect Kinds of labour
Eliminate the unemployment (10000-job opportunities)
Kinds of labour
Mechanist
Electronic Engineers
2 kinds of labour with less-education
Only can get a few amounts of wages
Only brought a few promote to the local market

11. 3.Cultural Environment Dedicated to: Focus on: Engage in activities:
Making dreams a reality for families and children
Focus on:
Public service initiatives
Community outreach
Volunteerism in areas (learning, compassion, the arts and the environment.)
Engage in activities:
Promote creativity
Education
Environmentalism

12. Market Structure of Disneyland
Way to the market structure:
Number of sellers and buyers
Nature of products
Ease of entry and exit
Availability of information
Disneyland is an oligopoly.
Features:
A few dominate sellers in the market.
The firms produce similar but differentiated products
Entry is restricted by the government
Market information is imperfect

13. Market Structure Disneyland and Ocean Park are the oligopoly.
Regulated by the government
Having a huge capital/technological requirement.
Products and services of them are similar:
Disneyland - Disney products
Ocean Park - Product about the wild animal
We are difficult to get the necessary information, as they are restricted to the producers only.
Disneyland and Ocean Park are the oligopoly.

14. Distribution channels of Disneyland
Entrance tickets sold by two ways:
Customer bought direct from the Disneyland
Customer bought thought the agents or brokers
Hotel service:
Services are selling directly to the customer.
Product of Disneyland sold by two ways:
(souvenirs, clothing, unique gifts, etc)
Directly sells the product to the customers (In the Disneyland)
Sell to the customers thought the retailer shops (Outside the Disneyland)
Disneyland mainly sell the products and services by itself.
But sometime it also sell thought the retailer to have more customers.

15. Changes of demand & supply
Things about the Disneyland change the demand and supply of Disneyland.
We have chosen some of them to explain how they have change the demand and supply.

16. 1. Disneyland gave out a premium and the Ocean Park follow
Reduces the price; can’t attract more customers
Supply curve shifts downwards
Gain of Disneyland is smaller than the loss.
So it is an inelastic demand.

17. 1. Disneyland gave out a premium and the Ocean Park follow
Substitute of Disneyland, so the demand curve shifts leftwards.

18. 2.The personal services are bad.
Arrogant made the traveler discontented, they will loss some traveler
Demand decrease, supply will no change, the price decrease
the quantity transacted decrease

19. 3. Ocean Park enlarges with more facilities and hotel.
Demand of Ocean Park will increase
Influence Hong Kong Disneyland and rap visitor
Demand(D) of Hong Kong Disneyland decrease, supply will no change, price decrease, quantity(Q) transacted decrease

20. 4. Marriage services of Disneyland.
Hold the wedding attract more traveler
Demand(D) increase, supply no change, the price(P) increase and the quantity(Q) transacted increase

21. 5.Disneyland employs more staff
Add more manpower, reduce the waiting times.
Demand(D) increase, supply will no change, price(P) increase and quantity(Q) transacted increase

22. 6. Disneyland detrude some special goods on “The Nightmare Before Christmas”
Disneyland sell the good to harmony with Halloween, attract more traveler and people who like the “The Nightmare Before Christmas” to visit it in Halloween
Demand(D) increase, supply will no change, price(P) increase and quantity(Q) transacted increase

23. Questionnaire Invited 50 people from 5/11 to 25/11

24. Questionnaire
1.Have you even been the
Hong Kong Disneyland?

25. Questionnaire
2.What is the age group of
Disneyland customers?

26. Questionnaire
3.What kind of people cans the
Disneyland attract?

27. 4. Did the price of the ticket is reasonable?
Questionnaire
4. Did the price of the ticket is reasonable?

28. 5.Will you visit the Disneyland?
Questionnaire
5.Will you visit the Disneyland?

29. Questionnaire
6.Can the Disneyland project improve the Hong Kong economic environment?

30. 7.What industry can gain maximum profit?
Questionnaire
7.What industry can gain maximum profit?