迪士尼发展战略教材.pptVIP

Case Study Walt Disney BY: 程方 宋正昭 蒋雨辰 Walt Disney The Walt Disney Company is one of the largest media and entertainment corporations in the world. Founded on October 16, 1923, by brothers Walt and Roy Disney as an animation studio. It has become one of the biggest Hollywood studios, and owner and licensor of eleven theme parks and several television networks, including ABC and ESPN. Disneys corporate headquarters and primary production facilities are located at The Walt Disney Studios in Burbank, California. The company is a component of the Dow Jones Industrial Average. Marketing Strategies In the early stage, JV was applied to expand china mainland market，as following： Signing contract with TV channels to give permission to broadcast their animation pictures, thus making the typical characters influential among Chinese people. Looking for licensors, authorized them to use the company’s brand and animated figures to produce derivatives. For example: Aigo’s MP3 player. Now combined JV with FDI, to enlarge market share. Examples: Building Disneyland in Hong Kong and Shanghai through FDI. Taking local culture into consideration when arranging the park’s structure. Eg: Stuff in Hong Kong’s Disneyland can speak three kinds of languages or dialects: Chinese, English and Cantonese. It is the first Disneyland that has Chinese restaurants. Assimilating local culture and adapting into its productive materials, which results in a intensification of the local people’s sense of closeness. Eg: The cartoon movie 《 Mulan 》 was based on a Chinese folk story. Cooperating with local cinemas and putting its latest film on screen in time. Advantages The FDI method helps remain the intrinsic features or atmosphere, and maintain the standardization of the park’s holistic layout world-widely, which attracts lots of visitors. Also, FDI is capable of preserving the uniqueness of the company’s label and image. Experiential Market