迪士尼乐园风靡全球的4个商业秘密

    本文为与《创业者》杂志的合作内容。原文刊登于entrepreneur.com。

    提到迪士尼乐园，你首先想到的是什么？儿童？欢乐？米老鼠？

    上周，我在这个“地球上最快乐的地方”度假，每当我环顾四周时，均会想到一个关键词：完美的商业经营。

    众所周知，迪士尼乐园不仅是儿童和成人娱乐的场所——在这里，他们可以吃许多冰淇淋，并与自己喜爱的卡通人物互动。当然，这些都是我们从表面所能看到的一切。但是，透过表面现象，我们会发现，迪士尼乐园其实也是一家管理极好的企业，任何创业者均能从中获得有价值的信息。

    以下就是我在度假期间观察到的4点在企业运营方面的心得。同时，我也会就如何将其应用于你的企业来实现巨大的增长给出建议。

    1. 完善的制度

    想到米老鼠时，大多数在迪士尼乐园度假的人们不会立即联想到“制度”一词。但就本质而言，正是可重复的、成文的、久经考验的制度造就了迪士尼乐园的卓越。

    例如，当我们排队等候游乐设施时，一位垃圾清洁工停在我们面前。他用10分钟时间讲笑话，确保每个人都能尽兴。无论这个人有多可爱，不要认为这是随机的行为。迪士尼乐园聘用他，正是为了让他在这个系统中发挥作用。

    同样的，游乐设施、员工（“角色成员”）使用的词汇、游乐设施的维护、与卡通人物见面打招呼、供应的食品，以及其他任何能想象的管理层面，均有完善的制度作为支撑。迪士尼乐园不断完善每项制度，旨在实现利润最大化的同时让客户更加快乐。

    你的企业建立了哪些制度？你是否在不断寻找完善制度的方法？正如笔者近期在《感到有压力？原因其实极为简单》一文中描述的那样，制度是你关注增长的同时使企业团结一致的胶粘剂。检查你的制度并问问自己：我该怎么完善它们？

    2. 智能化的定价

    如果你曾经计划去迪士尼乐园游玩，你就会知道，它的定价结构理解起来有点儿复杂。

    毕竟，你可以买票进入两座迪士尼乐园，或在多日仅游玩某一个园区。之后，你可以继续购买“Park Hooper”优惠票（译注：Park Hooper是指不同园区间的通票），这样一来，你就能在同一天游览多个园区。此外，迪士尼提供“特殊”方案，涉及酒店住宿、与迪士尼卡通人物一起游玩、公主化妆等等。游园花费的金额不一，从最低100美元至数万美元不等。

    它的定价为何如此复杂？为何不实施单一定价？

    原因如下：迪士尼知道，不同的游客想要不同的东西，因此制定了一种使最大利润在最多人群中延伸的定价结构。有的人必定会选择最低价格的方案，但也有许多人会选择支付更高的价格。

    你的企业提供多种定价方案吗？如果你提供更多价值、专属性和奢侈品，你的一小部分受众可能愿意支付更高金额来购买你的产品或服务。因此，你能为你的定价结构增加哪种“Park Hooper”，从而开发优质产品？

    3. 广泛的吸引力

    迪士尼乐园最令人关注的一点是它对各年龄层人群的广泛吸引力。我年过30岁，却照样喜欢在迪士尼的各种体验。这次度假期间，我和太太与另一对40多岁的夫妻一起旅行。我们看到很多80多岁的老人也在尽情享受此地的体验。当然，许多儿童也在这里享受着他们的美妙时光。

    换言之，迪士尼乐园对几乎每个人都有吸引力，而且几乎每个人都在那里度过了美好的时光。它是怎么做到的呢？

    有意识地经营。

    几乎每个瞬间都经过精心“构想”，无论游客是年轻人、老人、男的、女的、爱挑刺的、高高兴兴的、昏昏欲睡的、还是反应迟钝的，都会被这里吸引！不可思议的细节已被融入了几乎每一个方面，所以没有人会在体验迪士尼的景观和声音时感到无聊。这确实是一件非凡的成就。

    从局外人的角度审视一下你的企业。是的，你应该拥有“理想的顾客”，但是非目标受众会享受与你的企业一同度过的时光吗？寻找吸引更多人群的方式，之后你的收入会上升到新的高度！

    4. 画下一个精彩的结尾！

    每天晚上闭园前，迪士尼乐园会安排巡游和烟花表演，这使我观看过的任何美国独立纪念日活动都相形见绌。迪士尼每天都会为游客画上一个极为完美的句点！

    为什么？

    因为迪士尼致力于让游客从入园起的每一刻体验都充满神奇感。游客离开时最后的体验和最初入园时的体验一样美好。事实上，我认为，正是最后时刻让人们年复一年地安排游览迪士尼的行程。记忆的高调结束，激励着人们再次来游览。

    不要只重视第一印象。毕竟，一般企业都重视第一印象。优秀的企业重视全程印象。

    检查你的企业并问问自己：我能否赢得客户的全程喝彩？我是否安排大多数资源吸引客户？请记住，与获得新客户相比，紧紧抓住老客户更为容易，而且花费更少。因此，要努力为客户的每次体验画上完美的句号！

    经过60年来不断的自我完善，迪士尼乐园已成为一门强大的商业艺术。探寻它成功背后的原因，或许有朝一日你也能成就下一个商业传奇。（财富中文网）

    翻译：乔树静/汪皓

    审校：任文科

    This post is in partnership with Entrepreneur. The article below was originally published at entrepreneur.com.

    When you think of Disneyland DIS -0.03% , what is the first thing that comes to mind? Kids? Happiness? Mickey Mouse?

    Last week, I spent time vacationing at “The Happiest Place on Earth,” and one key phrase kept popping into my head every time I looked around: Business perfection.

    You see, Disneyland is not only a place for kids and adults to have fun, eat way too much ice cream and interact with their favorite cartoon characters. Sure, on the surface that might be all we see, but beneath the surface (both literally and figuratively), Disneyland is an exceptionally well-run business that any entrepreneur could glean valuable information from.

    Here are four of the biggest entrepreneurial observations I made while enjoying my trip to the happiest place on earth. I’ll also offer some insight into how you can take these ideas and apply them to your business to see huge growth.

    1. Perfected systems

    Most individuals enjoying their time at Disneyland don’t immediately think of “systems” when they think of Mickey Mouse, but at its core, systems are what make Disneyland so great. Repeatable, documented, tested systems.

    For example, while waiting in line for a ride, a man cleaning up garbage stopped in front of us and spent 10 minutes telling jokes and making sure everyone was highly entertained. No matter how nice this individual was, don’t think for a second this was random. Disney has a system that this man was hired to play a role in.

    The same is true for the rides, the words the employees (“cast members”) use, the maintenance of the rides, the meet and greets with the characters, the food served and every other conceivable part of the business. Every system at Disney has been perfected and designed to increase customer enjoyment while maximizing profit.

    What systems do you have running in your business? Are you continually finding ways to improve those? As I recently wrote in my article “The Surprisingly Simple Reason Why You Feel Stressed,” systems are the glue that hold your business together while you focus on growth. Take a look at your systems and ask yourself: How can I improve them?

    2. Intelligent pricing

    If you’ve ever planned a trip to Disneyland, you know that understanding the pricing structure can be a bit complicated.

    After all, you can buy tickets to both Disney parks or just a single park for a wide number of days. Then, you can add on “Park Hopper” benefits, allowing you to visit multiple parks in a single day. Additionally, Disney offers “special” packages that include hotel stays, special visits with the Disney Characters, princess makeovers and more. A person could spend as little as $100 or tens of thousands of dollars for a vacation.

    So why is the pricing so complicated? Why not just stick with one price?

    Because Disney knows that different people want different things, so it’s created a pricing structure that allows for maximum profit spread out over the greatest number of people. Some people are bound to buy the cheapest option, but many will pay more—a lot more.

    Does your business offer multiple pricing packages? Chances are, a small percentage of your audience would be willing to pay significantly more for your product or service if you offered more value, exclusivity and luxury. So, what kind of “Park Hopper” can you add to your pricing to create a premium product?

    3. Mass appeal

    One of the most interesting things about Disneyland is its mass appeal to people of all ages. I just turned 30 years old, yet loved every moment of the experience. On this trip, my wife and I traveled with another couple who are in their 40s. We saw people well into their 80s enjoying the experiences. Of course, there are plenty of children as well having the time of their lives.

    In other words, Disneyland appeals to nearly everyone, and nearly everyone has a great time while there. How does Disney do this?

    Purposefully.

    Nearly every moment has been carefully “imagineered” to appeal to young, old, male, female, grumpy, happy, sleepy and dopey visitors! Incredible detail has been put into every aspect of the park, so no one is bored while experiencing the sights and sounds of Disney. It’s truly a remarkable thing.

    Take a look at your business from an outside perspective. Yes, you should have an “ideal customer,” but can those who are not your target demographic still enjoy the time they spend with your company? Find ways to appeal to more people and watch your revenue climb to new heights!

    4. End with a bang

    Every night, Disneyland concludes the day with a parade and fireworks display that puts to shame any Fourth of July event I’ve ever seen. They literally end with a bang!

    Why?

    Because Disney is intent on making the customer’s experience magical from the moment you first arrive to the moment you leave the park. When people leave, the last thing they experience is just as great as the first. In fact, I believe it’s largely that final moment that gets people to book trips year after year after year. The memory ends on a high note, prompting repeat visits.

    Don’t just focus on the first impression. After all, mediocre businesses focus on the first impression. Great businesses focus on the overall impression.

    Take a look at your business and ask yourself: Do I wow the customer at every step of the process? Or do I allocate most of my resources getting them in the door? Remember, it’s far easier and cheaper to hold onto a customer than to acquire a new one, so end every experience a customer has with your business with a bang!

    Disneyland is a powerful business that has been perfecting its art for 60 years. Look to the reasons behind its success and perhaps one day you can build the next magical business.