????本文為與《創(chuàng)業(yè)者》雜志的合作內(nèi)容。原文刊登于entrepreneur.com。

????提到迪士尼樂(lè)園，你首先想到的是什么？?jī)和繗g樂(lè)？米老鼠？

????上周，我在這個(gè)“地球上最快樂(lè)的地方”度假，每當(dāng)我環(huán)顧四周時(shí)，均會(huì)想到一個(gè)關(guān)鍵詞：完美的商業(yè)經(jīng)營(yíng)。

????眾所周知，迪士尼樂(lè)園不僅是兒童和成人娛樂(lè)的場(chǎng)所——在這里，他們可以吃許多冰淇淋，并與自己喜愛(ài)的卡通人物互動(dòng)。當(dāng)然，這些都是我們從表面所能看到的一切。但是，透過(guò)表面現(xiàn)象，我們會(huì)發(fā)現(xiàn)，迪士尼樂(lè)園其實(shí)也是一家管理極好的企業(yè)，任何創(chuàng)業(yè)者均能從中獲得有價(jià)值的信息。

????以下就是我在度假期間觀察到的4點(diǎn)在企業(yè)運(yùn)營(yíng)方面的心得。同時(shí)，我也會(huì)就如何將其應(yīng)用于你的企業(yè)來(lái)實(shí)現(xiàn)巨大的增長(zhǎng)給出建議。

????1. 完善的制度

????想到米老鼠時(shí)，大多數(shù)在迪士尼樂(lè)園度假的人們不會(huì)立即聯(lián)想到“制度”一詞。但就本質(zhì)而言，正是可重復(fù)的、成文的、久經(jīng)考驗(yàn)的制度造就了迪士尼樂(lè)園的卓越。

????例如，當(dāng)我們排隊(duì)等候游樂(lè)設(shè)施時(shí)，一位垃圾清潔工停在我們面前。他用10分鐘時(shí)間講笑話，確保每個(gè)人都能盡興。無(wú)論這個(gè)人有多可愛(ài)，不要認(rèn)為這是隨機(jī)的行為。迪士尼樂(lè)園聘用他，正是為了讓他在這個(gè)系統(tǒng)中發(fā)揮作用。

????同樣的，游樂(lè)設(shè)施、員工（“角色成員”）使用的詞匯、游樂(lè)設(shè)施的維護(hù)、與卡通人物見(jiàn)面打招呼、供應(yīng)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(lè)園不斷完善每項(xiàng)制度，旨在實(shí)現(xiàn)利潤(rùn)最大化的同時(shí)讓客戶更加快樂(lè)。

????你的企業(yè)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(shí)極為簡(jiǎn)單》一文中描述的那樣，制度是你關(guān)注增長(zhǎng)的同時(shí)使企業(yè)團(tuán)結(jié)一致的膠粘劑。檢查你的制度并問(wèn)問(wèn)自己：我該怎么完善它們？

????2. 智能化的定價(jià)

????如果你曾經(jīng)計(jì)劃去迪士尼樂(lè)園游玩，你就會(huì)知道，它的定價(jià)結(jié)構(gòu)理解起來(lái)有點(diǎn)兒復(fù)雜。

????畢竟，你可以買票進(jìn)入兩座迪士尼樂(lè)園，或在多日僅游玩某一個(gè)園區(qū)。之后，你可以繼續(xù)購(gòu)買“Park Hooper”優(yōu)惠票（譯注：Park Hooper是指不同園區(qū)間的通票），這樣一來(lái)，你就能在同一天游覽多個(gè)園區(qū)。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(fèi)的金額不一，從最低100美元至數(shù)萬(wàn)美元不等。

????它的定價(jià)為何如此復(fù)雜？為何不實(shí)施單一定價(jià)？

????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(rùn)在最多人群中延伸的定價(jià)結(jié)構(gòu)。有的人必定會(huì)選擇最低價(jià)格的方案，但也有許多人會(huì)選擇支付更高的價(jià)格。

????你的企業(yè)提供多種定價(jià)方案嗎？如果你提供更多價(jià)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(lái)購(gòu)買你的產(chǎn)品或服務(wù)。因此，你能為你的定價(jià)結(jié)構(gòu)增加哪種“Park Hooper”，從而開(kāi)發(fā)優(yōu)質(zhì)產(chǎn)品？

????3. 廣泛的吸引力

????迪士尼樂(lè)園最令人關(guān)注的一點(diǎn)是它對(duì)各年齡層人群的廣泛吸引力。我年過(guò)30歲，卻照樣喜歡在迪士尼的各種體驗(yàn)。這次度假期間，我和太太與另一對(duì)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(yàn)。當(dāng)然，許多兒童也在這里享受著他們的美妙時(shí)光。

????換言之，迪士尼樂(lè)園對(duì)幾乎每個(gè)人都有吸引力，而且?guī)缀趺總€(gè)人都在那里度過(guò)了美好的時(shí)光。它是怎么做到的呢？

????有意識(shí)地經(jīng)營(yíng)。

????幾乎每個(gè)瞬間都經(jīng)過(guò)精心“構(gòu)想”，無(wú)論游客是年輕人、老人、男的、女的、愛(ài)挑刺的、高高興興的、昏昏欲睡的、還是反應(yīng)遲鈍的，都會(huì)被這里吸引！不可思議的細(xì)節(jié)已被融入了幾乎每一個(gè)方面，所以沒(méi)有人會(huì)在體驗(yàn)迪士尼的景觀和聲音時(shí)感到無(wú)聊。這確實(shí)是一件非凡的成就。

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

????4. 畫(huà)下一個(gè)精彩的結(jié)尾！

????每天晚上閉園前，迪士尼樂(lè)園會(huì)安排巡游和煙花表演，這使我觀看過(guò)的任何美國(guó)獨(dú)立紀(jì)念日活動(dòng)都相形見(jiàn)絀。迪士尼每天都會(huì)為游客畫(huà)上一個(gè)極為完美的句點(diǎn)！

????為什么？

????因?yàn)榈鲜磕嶂铝τ谧層慰蛷娜雸@起的每一刻體驗(yàn)都充滿神奇感。游客離開(kāi)時(shí)最后的體驗(yàn)和最初入園時(shí)的體驗(yàn)一樣美好。事實(shí)上，我認(rèn)為，正是最后時(shí)刻讓人們年復(fù)一年地安排游覽迪士尼的行程。記憶的高調(diào)結(jié)束，激勵(lì)著人們?cè)俅蝸?lái)游覽。

????不要只重視第一印象。畢竟，一般企業(yè)都重視第一印象。優(yōu)秀的企業(yè)重視全程印象。

????檢查你的企業(yè)并問(wèn)問(wèn)自己：我能否贏得客戶的全程喝彩？我是否安排大多數(shù)資源吸引客戶？請(qǐng)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(fèi)更少。因此，要努力為客戶的每次體驗(yàn)畫(huà)上完美的句號(hào)！

????經(jīng)過(guò)60年來(lái)不斷的自我完善，迪士尼樂(lè)園已成為一門強(qiáng)大的商業(yè)藝術(shù)。探尋它成功背后的原因，或許有朝一日你也能成就下一個(gè)商業(yè)傳奇。（財(cái)富中文網(wǎng)）

????翻譯：?jiǎn)虡?shù)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.