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  • In 2018, Disney World raised its ticket prices, twice.

    2018 年,迪士尼樂園的門票漲了兩次。

  • Take the park's platinum pass for example.


  • It's the standard option that grants access to all four parks with no blackout dates.


  • In February, the price went from $779 to $849.

    二月時,價格從 779 美元漲到 849 美元。

  • Then, in October, its price jumped from $849 to $894 as Disney unveiled its dynamic pricing model.

    接著在十月時又調漲到 894 美元。迪士尼揭開了浮動的定價模型。

  • That's a 15% increase in just one year.

    僅僅一年內,就增加了 15% 的漲幅。

  • This is the fourth time in park history that annual pass prices were raised twice in the same year.


  • The first time was 1997 in anticipation of Animal Kingdom's 1998 opening.

    第一次是 1997 年時,為了因應即將於 1998 年開幕的「動物王國」區。

  • Similarly, the price markups in 2018 are in advance of Disney World and Disneyland's 14 acre Star Wars theme lands, called "Galaxy's Edge".

    這次也是相似的情形,2018 票價的提高,是為了之後在迪士尼公園成立的 14 英畝大的「星際大戰」主題園區:銀河邊緣。

  • And Disney parks expansion doesn't stop there.


  • Hong Kong Disneyland is spending $1.4 billion on Avengers and Frozen themed attractions.

    香港迪士尼樂園耗資 14 億打造「復仇者聯盟」與「冰雪奇緣」主題景點。

  • On top of that, it's adding capacity to Tokyo Disney Sea, and updating Epcot and Disney Studio park at Disneyland Paris.

    除此之外,還要增加「東京迪士尼海洋」的容客量,以及更新巴黎迪士尼裡「未來世界 (Epcot)」與「迪士尼影城」的設施。

  • Despite all the costly expansions, Disney Parks and Resorts reported a $4.5 billion operating profit for the 2018 fiscal year.

    即使擴建這麼花錢,2018 年的迪士尼樂園和度假區仍淨賺了 45 億美元。

  • That's over 100% increase from 2013.

    從 2013 年起,漲幅超過 100%。

  • So, if it is steadily profiting, why are Disney Parks becoming so expensive?


  • From the mid-80s into the early 2000s, Disney Parks pulled way ahead of its competition.

    從 80 年代中期到 2000 年初期,迪士尼樂園遙遙領先其他同行。

  • In 2002, Magic Kingdom's attendance alone nearly doubled its closest non-Disney competitor, MGM Studios.

    2002 年時,光「神奇王國」湧入的人潮就幾乎是「米高梅影城」的兩倍,而米高梅還不是迪士尼的競爭者。

  • But in 2010, that changed when Universal opened the Wizarding World of Harry Potter.

    到了 2010 年,情勢被扭轉了,因為環球影城的「哈利波特的魔法世界」開幕了。

  • It was game on in this business all of a sudden Disney had a competitor again.


  • And Disney does not like to lose.


  • Not just lose, Disney doesn't even like to compete.


  • Disney wants to dominate its competition.


  • Disney launched a full out retaliation against Universal and other competitors.


  • In 2011, it announced Pandora, its Avatar themed attraction located in Animal Kingdom.

    2011 年時,(迪士尼) 在「動物王國」推出了「潘朵拉」虛擬人物主題景點。

  • Then over the following six years, it opened new attractions in all four major parks.


  • And by 2017 Disney Parks claimed 55% of North American theme park attendance.

    截至 2017 年,迪士尼樂園的遊客人數占了全北美樂園人數總和的 55%。

  • This has been really successful, so everybody wants to come during summer vacation and Christmas when their kids are out of school.


  • And the trouble is that if you've spent billions of dollars really to build these attraction facilities that are open 365 days a year, it's just not efficient to have them filled to the brim for four, five, six weeks out of the year and then not so much the rest of the time.


  • So, they really want to use all of their pricing and promotions to try and equalize the crowds throughout the year.


  • Disney World's second price hike of 2018 included a switch to dynamic pricing, charging higher prices during those peak summer months and winter holidays and encouraging volume purchases.

    迪士尼 2018 第二波的價格上漲包含:浮動的定價,即在尖峰的夏季和冬季假期收取更高的入場費,並鼓勵批量購買。

  • Disney understands the demographic changes that are happening in the United States at this point.


  • They understand what's happening with income and economic inequality.


  • They know that the money is in the upper levelthe top 10%, the top 1%.

    他們知道錢都聚集在上層階級,最有錢的前 10%、前 1% 人口。

  • They've created a wide variety of new products to try and, frankly, extract more money out of the people who have money to spare.


  • Disney has several new offerings targeted at its wealthiest visitors, including dinners with Disney princesses, two Bibbidi Bobbidi Boutiques that offer a makeover, hairstyling, and costumes, and even private VIP tours of the parks.

    為了瞄準最有錢的遊客,迪士尼有幾項新的服務,包含與公主共進晚餐,以及「神仙教母」精品店提供化妝、美髮,和治裝服務,甚至私人的 VIP 遊園之旅。

  • But the luxury offerings go beyond activities in the parks.


  • In 2014, Orlando's first five-star resort opened on the Disney grounds, a Four Seasons resort with rooms starting at $449 a night.

    2014 年時,奧蘭多第一家五星級的度假中心進駐迪士尼,一晚要價 449 美元起跳的四季度假酒店。

  • And Bora Bora Bungalows that cost $29 dollars when the park first opened can reach prices of $3,400 today.

    波拉波拉平房 (渡假酒店) 在樂園剛開幕時,一晚收費 29 美元,如今可高達一晚 3400 美元。

  • Now the down side with that, is if you are one of those remaining middle class people in America, you could get squeezed here.


  • Since 2000, Disney World prices have steadily increased while wage growth has been falling from its 2001 high of 5.4%.

    從 2000 年開始,迪士尼樂園的價格持續在上漲,可是薪水漲幅在 2001 年到達 5.4% 高點之後,就走下坡了。

  • And in 2018, Disney Parks reported a 5% increase in per capita spending in the parks and an 8% uptick in per room revenue in hotels.

    2018 年時,迪士尼指出每人平均在樂園的花費成長了 5%,飯店營收也增加 8%。

  • Disney's done such a good job at becoming a cultural institution in the United States.


  • It's done such a good job of becoming a lifestyle brand that some of the people who may have been early adopters to this brand are really feeling some pressure right now, because of the way the company is growing.


  • People who were early adopters to this were used to a middle class pricing model that just doesn't really work in the modern economy anymore.


  • And they feel frustrated that they put a lot of loyalty into this brand, into this company and now they feel like they really have to stretch to keep up.


  • And that's tough, but at the same time, if Disney's gonna grow, it's got to go where the money is.


  • It's got to go in a direction that allows it to get maximum value from its investments and limiting itself only to its early adopters isn't going to allow the company to do that.


In 2018, Disney World raised its ticket prices, twice.

2018 年,迪士尼樂園的門票漲了兩次。

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