迪士尼樂園風靡全球的4個商業秘密

????本文為與《創業者》雜志的合作內容。原文刊登于entrepreneur.com。

????提到迪士尼樂園，你首先想到的是什么？兒童？歡樂？米老鼠？

????上周，我在這個“地球上最快樂的地方”度假，每當我環顧四周時，均會想到一個關鍵詞：完美的商業經營。

????眾所周知，迪士尼樂園不僅是兒童和成人娛樂的場所——在這里，他們可以吃許多冰淇淋，并與自己喜愛的卡通人物互動。當然，這些都是我們從表面所能看到的一切。但是，透過表面現象，我們會發現，迪士尼樂園其實也是一家管理極好的企業，任何創業者均能從中獲得有價值的信息。

????以下就是我在度假期間觀察到的4點在企業運營方面的心得。同時，我也會就如何將其應用于你的企業來實現巨大的增長給出建議。

????1. 完善的制度

????想到米老鼠時，大多數在迪士尼樂園度假的人們不會立即聯想到“制度”一詞。但就本質而言，正是可重復的、成文的、久經考驗的制度造就了迪士尼樂園的卓越。

????例如，當我們排隊等候游樂設施時，一位垃圾清潔工停在我們面前。他用10分鐘時間講笑話，確保每個人都能盡興。無論這個人有多可愛，不要認為這是隨機的行為。迪士尼樂園聘用他，正是為了讓他在這個系統中發揮作用。

????同樣的，游樂設施、員工（“角色成員”）使用的詞匯、游樂設施的維護、與卡通人物見面打招呼、供應的食品，以及其他任何能想象的管理層面，均有完善的制度作為支撐。迪士尼樂園不斷完善每項制度，旨在實現利潤最大化的同時讓客戶更加快樂。

????你的企業建立了哪些制度？你是否在不斷尋找完善制度的方法？正如筆者近期在《感到有壓力？原因其實極為簡單》一文中描述的那樣，制度是你關注增長的同時使企業團結一致的膠粘劑。檢查你的制度并問問自己：我該怎么完善它們？

????2. 智能化的定價

????如果你曾經計劃去迪士尼樂園游玩，你就會知道，它的定價結構理解起來有點兒復雜。

????畢竟，你可以買票進入兩座迪士尼樂園，或在多日僅游玩某一個園區。之后，你可以繼續購買“Park Hooper”優惠票（譯注：Park Hooper是指不同園區間的通票），這樣一來，你就能在同一天游覽多個園區。此外，迪士尼提供“特殊”方案，涉及酒店住宿、與迪士尼卡通人物一起游玩、公主化妝等等。游園花費的金額不一，從最低100美元至數萬美元不等。

????它的定價為何如此復雜？為何不實施單一定價？

????原因如下：迪士尼知道，不同的游客想要不同的東西，因此制定了一種使最大利潤在最多人群中延伸的定價結構。有的人必定會選擇最低價格的方案，但也有許多人會選擇支付更高的價格。

????你的企業提供多種定價方案嗎？如果你提供更多價值、專屬性和奢侈品，你的一小部分受眾可能愿意支付更高金額來購買你的產品或服務。因此，你能為你的定價結構增加哪種“Park Hooper”，從而開發優質產品？

????3. 廣泛的吸引力

????迪士尼樂園最令人關注的一點是它對各年齡層人群的廣泛吸引力。我年過30歲，卻照樣喜歡在迪士尼的各種體驗。這次度假期間，我和太太與另一對40多歲的夫妻一起旅行。我們看到很多80多歲的老人也在盡情享受此地的體驗。當然，許多兒童也在這里享受著他們的美妙時光。

????換言之，迪士尼樂園對幾乎每個人都有吸引力，而且幾乎每個人都在那里度過了美好的時光。它是怎么做到的呢？

????有意識地經營。

????幾乎每個瞬間都經過精心“構想”，無論游客是年輕人、老人、男的、女的、愛挑刺的、高高興興的、昏昏欲睡的、還是反應遲鈍的，都會被這里吸引！不可思議的細節已被融入了幾乎每一個方面，所以沒有人會在體驗迪士尼的景觀和聲音時感到無聊。這確實是一件非凡的成就。

????從局外人的角度審視一下你的企業。是的，你應該擁有“理想的顧客”，但是非目標受眾會享受與你的企業一同度過的時光嗎？尋找吸引更多人群的方式，之后你的收入會上升到新的高度！

????4. 畫下一個精彩的結尾！

????每天晚上閉園前，迪士尼樂園會安排巡游和煙花表演，這使我觀看過的任何美國獨立紀念日活動都相形見絀。迪士尼每天都會為游客畫上一個極為完美的句點！

????為什么？

????因為迪士尼致力于讓游客從入園起的每一刻體驗都充滿神奇感。游客離開時最后的體驗和最初入園時的體驗一樣美好。事實上，我認為，正是最后時刻讓人們年復一年地安排游覽迪士尼的行程。記憶的高調結束，激勵著人們再次來游覽。

????不要只重視第一印象。畢竟，一般企業都重視第一印象。優秀的企業重視全程印象。

????檢查你的企業并問問自己：我能否贏得客戶的全程喝彩？我是否安排大多數資源吸引客戶？請記住，與獲得新客戶相比，緊緊抓住老客戶更為容易，而且花費更少。因此，要努力為客戶的每次體驗畫上完美的句號！

????經過60年來不斷的自我完善，迪士尼樂園已成為一門強大的商業藝術。探尋它成功背后的原因，或許有朝一日你也能成就下一個商業傳奇。（財富中文網）

????翻譯：喬樹靜/汪皓

????審校：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.