示好中国市场 上海迪士尼可阶梯退票

Core Viewpoint - Shanghai Disneyland is set to optimize its ticket refund and exchange policy starting January 12, 2026, allowing for a tiered refund system that includes full refunds for cancellations made seven days in advance, breaking its long-standing "non-refundable" rule [1][4]. Ticket Refund Policy Changes - The new refund policy allows visitors to apply for a full refund if they submit their request by 23:59 seven days before their visit [4]. - For requests made between six days and one day before the visit, an 80 yuan service fee will be charged per ticket [4]. - Refunds will not be available on the day of the visit [4]. Market Adaptation - The adjustment reflects a trend among international theme parks to localize their service standards to better meet the demands of the Chinese consumer market [6][8]. - Many international Disney parks maintain strict non-refundable policies, contrasting with the more flexible refund options being adopted in China [6][7]. Consumer Behavior Insights - Experts suggest that a more lenient refund policy lowers the decision-making threshold for consumers, thereby increasing their willingness to purchase tickets [5]. - The flexibility in ticketing is seen as a strategy to broaden the consumer base, appealing to a wider range of age groups and price sensitivities [5][11]. Broader Ticketing Strategy - Shanghai Disneyland has been continuously adjusting its ticket pricing structure since its opening in 2016, including the introduction of more intermediate price levels to balance visitor flow throughout the year [10]. - The ticket pricing strategy not only impacts revenue but also plays a crucial role in managing visitor numbers and ensuring a quality experience [10][11].