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为什么迪士尼票价这么贵? – 译学馆
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为什么迪士尼票价这么贵?

Why Disney World Is So Expensive | So Expensive

在2018年 迪士尼两次提高票价
In 2018, Disney World raised its ticket prices, twice.
以迪士尼的白金通行证为例
Take the park’s platinum pass for example,
它是可以让游客在四个乐园
it’s the standard option that grants access to
无限次游玩的标准票选
all four parks with no blackout dates.
在二月 票价从779美元涨到了849美元
In February, the price went from $779 to $849,
然后在十月 它的价格从849美元涨到了894美元
then in October itsprice jumped from $849 to $894,
据迪士尼公布的动态价格模式显示
as Disney unveiledits dynamic pricing model.
在仅仅一年之内票价涨了15%
That’s a 15% increase in just one year.
这是在迪士尼历史上发生的第四次
This is the fourth time inpark history that annual
年通行票价在一年之内两次上涨的情况
pass prices were raisedtwice in the same year.
第一次在1997年 原因是1998年新乐园动物王国的开放
The first time was 1997in anticipation of Animal Kingdom’opening in 1998
同样地 2018年的票价上涨也是
Similarly, the price markups in 2018 are in advance of
在迪士尼世界及其占地十四英亩的星球大战主题乐园
Disney World and Disneyland’s fourteen acres star wars theme lands
“银河边缘”面世之前
called”Galaxy’s Edge.”
但迪士尼公园的扩张并不止步于此
And Disney parks expansiondoesn’t stop there.
香港迪士尼乐园已经在复仇者联盟主题景点
Hong Kong Disneyland isspending $1.4 billion on
和冰雪奇缘主题景点投资了14亿美元
Avengers and Frozen themed attractions.
除此之外 迪士尼正在扩建东京海洋公园
On top of that, it’s addingcapacity to Tokyo Disney Sea,
还在更新巴黎的未来世界主题乐园
and updating Epcot andDisney Studio park
和迪士尼影视城
at Disneyland Paris.
尽管迪士尼斥巨资扩张 但迪士尼乐园和度假区
Despite all the costly expansions,Disney Parks and Resorts
在2018会计年度所发布的
reported a $4.5 billionoperating profit
本季营业利润额仍有45亿美元
for the 2018 fiscal year.
与2013年相比利润增加了一倍多
That’s over 100% increase from 2013.
所以如果迪士尼乐园盈利稳定
So if it is steadily profiting,
为什么它(的票价)变得如此昂贵呢?
why are Disney Parks becoming so expensive?
从80年代中期到21世纪初
From the mid-80s into the early 2000s,
迪士尼在行业竞争中独占鳌头
Disney Parks pulled wayahead of its competition.
在2002年 仅仅是魔法王国的游客量就几乎达到
In 2002, Magic Kingdom’sattendance alone nearly doubled
与迪士尼差距最小的对手――米高梅影城的游客量的两倍
its closest non-Disneycompetitor, MGM Studios.
但是在2010年 当环球影城开放哈利波特的魔法世界之后
But in 2010, that changedwhen Universal opened the
这种情况就改变了
Wizarding World of Harry Potter.
在这方面业务中
It was game on
迪士尼突然有了竞争者 这似乎是在开玩笑
in this business all of a sudden Disney had a competitor again and
迪士尼不喜欢输
Disney does not like to lose,
不只是输 迪士尼甚至拒绝竞争
not just lose, Disneydoesn’t even like to compete.
迪士尼想要的是在竞争中处于支配地位
Disney wants to dominate its competition.
迪士尼发起了一场全力以赴的反击
Disney launched afull out retaliation against
与环球影城和其它的竞争者对抗
Universal and other competitors.
在2011年 它宣布《阿凡达》主题景点潘多拉
In 2011, it announcedPandora, its Avatar themed
落位于动物王国
attraction located in Animal Kingdom.
在接下来的六年 它在迪士尼的
Then over the followingsix years, it opened new
四大主要乐园中开设了新景点
attractions in all fourmajor parks.
在2017年 迪士尼乐园宣称自己的访客量在
And by 2017 Disney Parks claimed 55%of
全北美主题公园的访客量中占55%
North American theme park attendance.
这是真正的成功
This has been really successful,
所以每个人都想在暑假和圣诞节期间
so everybody wants to come during summervacation and Christmas when
当孩子们不上学的时候去看看
their kids are out of school.
问题是 如果你真的花费数十亿美元
And the trouble is thatif you spent billions of
去建造这些景点设施
dollars really to buildthese attraction facilities.
它们一年365天开放
They are open 365 days ayear.
但如果一年中只有四 五或六周时间人满为患 而其他时间没什么游客时
It’s just not efficient to have them filled to the brim for four, five, six weeks out of the year
那么这些剩下的时间就没用了
and then not so much the rest of the time.
所以他们其实是想通过上调价格和促销活动
So they really want to use all of their pricing and promotions
去尝试补偿一整年的客流量
to try and equalize the crowds throughout the year.
2018年 迪士尼第二次大幅加价
Disney World’s second price hike of 2018
包括将其定价方式变为动态定价
included a switch to dynamic pricing.
它还提高了寒暑假高峰期时的票价
Charging higher prices during those peak summer months and winter holidays
并鼓励游客多量购买
and encouraging volume purchases
迪士尼明白如今美国
Disney understands the demographic changes that
正在经历的人口结构变动
are happening in the United States at this point.
他们了解在收支不均的背景下会发生的事
They understand what’s happening with income and economic inequality.
他们知道钱在上流阶级手里
They know that the money is in the upper level,
社会前1—10%的人手里
the top 10%, the top 1%.
他们已经创造了各种各样的新产品
They’ve created a wide variety of new products
坦白说 就是试图从有钱人的手里
to try and, frankly, extract more money out of the
去得到更多的钱
people who have money to spare.
迪士尼针对最富有的游客开发了一些新的娱乐项目
Disney has several new offerings targeted at its wealthiest visitors,
包括和迪士尼公主们共进晚餐
including dinners with Disney princesses.
由两个Bibbidl Bobbldi变装商店提供的 打扮 发型和服装服务
Two Bibbidl Bobbldi Boulique that offer a makeover,hairstyling, and costumes.
甚至包括迪士尼乐园的私人VIP旅行
And even private VIP toursof the parks.
但是这些奢侈的服务超出了乐园的活动范围
But the luxury offerings go beyondactivities in the parks.
在2014年 奥兰多的一个五星级度假区在迪士尼开张
In 2014, Orlando’s first five-star resort opened on the Disney grounds,
这是一个房间起价每晚449美元的四季度假区
a Four Seasons resort with rooms starting at $449 a night.
Bora Bora小屋首次在迪士尼开放时只要29美元
And Bora Bora Bungalows that cost $29 dollarswhen the park first opened
现在已经涨到了3400美元
can reach prices of $3,400 today.
这样(大幅涨价)的不利方面是
Now the down side with that is
如果你是美国中产阶级的一员
if you are one of those remaining middle class people in America
你会被迪士尼压榨
you could get squeezed here.
从2000年起 迪士尼的票价稳定增长
Since 2000, Disney World prices have steadily increased
而工资增长从2001年的
while wage growth has been falling
最高增长率5.4%起一直下降
from its 2001 high of 5.4%.
在2018年 迪士尼乐园报告显示
And in 2018, Disney Parksreported
在乐园的人均消费增加了5%
a 5% increase in per capita spending inthe parks
酒店每个房间的收入增长了8%
and an 8% uptick in per room revenue in hotels.
在成为美国文化标志这方面 迪士尼做的很好
Disney’s done such a good job at becoming a culturalinstitution in the United States.
在成为一个生活品牌这方面 它也做得很好
It’s done such a good job of becoming a lifestyle brand
但因为企业的成长方式
that some of the people who may have been early adoptors
一些或许已经接受这个品牌的人
to this brand are really feeling some pressure right now,
如今却感到压力倍增
because of the way the company is growing.
迪士尼的早期受众所习惯的中产阶级定价模式
People who were early adopters to this are used to a middle class pricing model
在现代经济社会已经不起作用了
that just doesn’t really work in the morden economy anymore,
他们觉得很沮丧
and they feel frustrated
他们曾对这个品牌 这个公司投入过十分的青睐
that they put a lot of loyalty into this brand, into this company
现在他们感觉已经难以继续青眼相加了
and now they feel like they really have to stretch to keep up.
虽然这很困难 但与此同时
And that’s tough, but at the same time,
如果迪士尼这样增长 它一定会走向钱途
if Disney’s going to grow, it’s got to go where the money is.
它会走向 可以让它从投资中获得利益最大化的道路
It’s got to go in a direction that allows it to get maximum value from its investments
也会把自己限制在它的早期受众不会接受的方向
and limiting itself only to its early adopters isn’t going to allow the company to do that.

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视频概述

针对迪士尼门票及其服务价格的飞速增长,从多方面给出了答案。

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视频来源

https://www.youtube.com/watch?v=kQMSUcvl06o

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