上海迪士尼再调票价结构 平衡淡旺季客流

Core Viewpoint - Shanghai Disneyland is set to adjust its ticket pricing structure to better balance visitor flow during peak and off-peak seasons, with the new pricing model to be implemented in mid-October 2025 [1][2]. Ticket Pricing Structure - The current six-tier ticket pricing structure will be optimized by adding more intermediate price levels, while the base price of 475 yuan and the highest price of 799 yuan will remain unchanged [1][2]. - The existing ticket prices are 475 yuan, 539 yuan, 599 yuan, 659 yuan, 719 yuan, and 799 yuan, with a proposed adjustment to narrow the price gap between adjacent tiers, potentially introducing new price points differing by 30 yuan [2][3]. Historical Adjustments - Since its opening in 2016, Shanghai Disneyland has made multiple adjustments to its ticket pricing, including a price increase in January 2022 and another adjustment in June 2023, marking the fourth price change since opening [3]. - In 2024, two new intermediate price levels were added, changing the structure from four to six tiers [3]. Annual Pass Adjustments - Shanghai Disneyland has also adjusted its annual pass offerings, including price changes to existing passes and the introduction of new options, such as the "Dreamy Emerald Card" in 2024 [3]. Pricing Strategy Rationale - The pricing strategy is based on various factors, including brand value, content, scale, and visitor capacity, aiming to enhance visitor experience while managing operational costs [4]. - The dynamic pricing mechanism is essential for balancing operational costs and visitor experience, especially during peak times when additional performances and interactive activities are offered [4].