A Comparative Study On The Profit Models Between Nanchang Wanda Cultural Tourism City And Shanghai Disney Resort

In recent years China's cultural industry and theme park industry are developing rapidly.In the industry of theme park,several excellent theme park companies stand out in China nowadays.Nevertheless,problems exist in investing irrationally and fierce competition.The key to solving the problems is discovering more efficient profit models.This thesis is aiming at doing a comparative case study on Nanchang Wanda City and Shanghai Disney Resort from two aspects,the factors of the profit model and the value chain,and discovering their profit models.The purpose is to compare their similarities and differences,and then answer how to realize the profit model innovation.Nanchang Wanda City and Shanghai Disney Resort are typical and comparability in big theme parks.Although one belongs to China local company and the other one a Sino-US joint venture,the two cases are supported by local government.In terms of the elements of profit model,Shanghai Disney Resort enjoys more high-quality customers,and its income structure is more reasonable,and its profit leverage unique and efficient.But compare to Nanchang Wanda City,Shanghai Disney Resort is facing up with more competition.From the perspective of value chain,first of all,Shanghai Disney Resort "rounds revenue model" does good in vertical integration in the value chain,while Nanchang Wanda City does not.Secondly,both of the two companies chose the chaining operation and cultural integration strategies.Third,in the aspect of diversity of the value chain,Nanchang Wanda City chose tourism real estate,management of multiple business as focus,while Shanghai Disney Resort has chosen hotels,Disney town,selling and franchise of Disney product as focus.Problems of domestic theme parks exist in single income,lack of innovation,disguised real estate and security problems,and policy making in the domestic theme park is in lack of long-term planning,regulatory approval.In the aspect of park management,it is suggested to combine technology with amusement,develop “the unique selling point” of theme park,locate new park carefully,highlight the ideological content of its theme,run diversified business according to the actual situation,and enhance the park service and safety management.In the aspect of policy making,suggestions are long-term strategy and regularize market behaviors.