上海迪士尼将再调票价结构 借价格杠杆平衡淡旺季客流

Core Viewpoint - Shanghai Disneyland is set to adjust its ticket pricing structure starting from mid-October 2025, adding more intermediate price levels to its existing six-tier system to better balance visitor flow and anticipate future market developments [2][3]. Ticket Pricing Structure - The current ticket pricing structure consists of six levels: 475 yuan, 539 yuan, 599 yuan, 659 yuan, 719 yuan, and 799 yuan, with the base and highest prices remaining unchanged [3][4]. - The new pricing structure aims to reduce the price gap between adjacent tiers, potentially introducing price levels that differ by 30 yuan to help manage visitor flow and operational costs [3][5]. Historical Adjustments - Since its opening in 2016, Shanghai Disneyland has made multiple adjustments to its ticket pricing, including a significant increase in January 2022 and another adjustment in June 2023, marking the fourth price change since opening [4]. - In 2024, the park added two new intermediate price levels, transitioning from a four-tier to a six-tier pricing structure [4]. Annual Pass Adjustments - Shanghai Disneyland has also been adjusting its annual pass offerings, including price changes for existing passes and the introduction of new options, such as the "Dreamy Emerald Card" in 2024 [4]. Pricing Strategy Rationale - The pricing strategy is based on various factors, including brand value, content, scale, and visitor experience, with ongoing investments in attractions and performances leading to increased operational costs [5]. - The park aims to maintain visitor experience quality by controlling visitor numbers and enhancing offerings during peak times, making dynamic pricing and continuous adjustments essential for balancing operational costs and visitor satisfaction [5].