迪士尼品牌分析.pdfVIP

I 摘 要 21 世纪以来娱乐传媒业作为一个无限发展商机的行业有着越来越大的市场需求， 自改革开放以后我国的娱乐传媒业也在吸收了西方文化的影响下逐渐壮大发展，然而 目前国内尚无比较成熟且国家化的的一体娱乐传媒品牌。迪士尼公司作为全世界娱乐 传媒行业的龙头老大，经过近百年的发展它的品牌管理已经形成了一套完整而成熟的 体系，值得我国娱乐传媒企业学习。本文通过探究迪士尼公司的发展历程，分析了迪 士尼品牌在管理上的优势与劣势。迪士尼的品牌管理总体上是成功的，但也存在不足 之处，结合实际情况提出了品牌管理发展的建议，同时也对我国娱乐传媒业的发展提 出了几点启示。最终得出结论：清晰的市场地位以及不断创新和高品质的产品，是迪 士尼品牌管理成功最关键也是最基本的因素，而这也正是中国娱乐传媒企业可以充分 借鉴和学习的地方。 关键词：迪士尼,品牌管理 ,娱乐传媒 I II Abstract Entertainment media industry is a new and fast--developing industry with broad customer base and magnet prospects.However,Chinese entertainment-media industry is fall further behind compared to developed countries ．The Walt Disney Company is a leading diversified international entertainment—media enterprise with its proven experience of brand management for nine decades ，and worth Chinese enterprises learning from it ．By the research of the history of Disney Company,this paper found out the way that Disney Company build its brand from nothing to everything ．Through the process of the foundation to the brand maintenance then to the brand promotion ， the name Walt Disney has been preeminent in the field of family entertainment ．From humble beginnings as a cartoon studio in the 1920s to today’s global corporation，the Walt Disney Company continues to provide quality entertainment for every member of family,across America and around the world ．The brand management of Disney is successful on the whole ，but still ，there are some shortcomings to deal with ．This paper proposes the improvement according to the shortcomin