迪士尼发展战略

CaseStudy---WaltDisneyBY:程方宋正昭蒋雨辰WaltDisneyTheWaltDisneyCompanyisoneofthelargestmediaandentertainmentcorporationsintheworld.FoundedonOctober16,1923,bybrothersWaltandRoyDisneyasananimationstudio.IthasbecomeoneofthebiggestHollywoodstudios,andownerandlicensorofeleventhemeparksandseveraltelevisionnetworks,includingABCandESPN.Disney'scorporateheadquartersandprimaryproductionfacilitiesarelocatedatTheWaltDisneyStudiosinBurbank,California.ThecompanyisacomponentoftheDowJonesIndustrialAverage.MarketingStrategies•Intheearlystage,JVwasappliedtoexpandchinamainlandmarket，asfollowing：1.SigningcontractwithTVchannelstogivepermissiontobroadcasttheiranimationpictures,thusmakingthetypicalcharactersinfluentialamongChinesepeople.2.Lookingforlicensors,authorizedthemtousethecompany’sbrandandanimatedfigurestoproducederivatives.Forexample:Aigo’sMP3player.•NowcombinedJVwithFDI,toenlargemarketshare.Examples:1.BuildingDisneylandinHongKongandShanghaithroughFDI.2.Takinglocalcultureintoconsiderationwhenarrangingthepark’sstructure.Eg:StuffinHongKong’sDisneylandcanspeakthreekindsoflanguagesordialects:Chinese,EnglishandCantonese.ItisthefirstDisneylandthathasChineserestaurants.3.Assimilatinglocalcultureandadaptingintoitsproductivematerials,whichresultsinaintensificationofthelocalpeople’ssenseofcloseness.Eg:Thecartoonmovie《Mulan》wasbasedonaChinesefolkstory.4.Cooperatingwithlocalcinemasandputtingitslatestfilmonscreenintime.AdvantagesTheFDImethodhelpsremaintheintrinsicfeaturesoratmosphere,andmaintainthestandardizationofthepark’sholisticlayoutworld-widely,whichattractslotsofvisitors.Also,FDIiscapableofpreservingtheuniquenessofthecompany’slabelandimage.ExperientialMarketing.TheDisneylanditselfisawayofExperientialMarketing.Thecompany’sbrandideaandgoodimpressionhasbeenwidelydisseminatedduringtheexperienceprocess.Advantages•MeanwhileJVisgoodforpromotingthecompany’spopularityandreducingtheoperatingrisksespeciallyinastrangemarket.•JVhasadvantagesoverbrandpublicizing,tointegrateallthemedia:internet,TV,newspaper,magazinesandsoon.OnlineGamePlatformBBSSNSWebsitesPortalSitesAddingDisneyland'slinkageonHF、VS、QQandsoon,convenientforplayerstovisit.Cooperatingwithrenren,kaixintoexploitgamesandentertainmentswithDisney'selement.IssuinginformationoftherecentDisneyland'sactivities,moviesandgamestoattractvisitors.EmbeddinglinkageintositeslikeSINA,YAHOOandputtingadvertisementsonnoticeablepages.ProfitModel---RoundProfitThemeparkindustryToysandotherderivativesAnimationandfilmindustryDisneyhasitsownmedia,whichisquiteconvenientforthereleaseofitsproduction.ThefirstroundisDisney’sanimationproduction.Theboxofficeplusthesalesofthevideosformsthefirstroundprofit,whichhascoveredthecostofthefilm.ThemeparkindustryToysandotherderivativesAnimationandfilmindustryWiththeexpandofmarket,Disneyhasopenedthemeparksaroundtheworld.Thesecondroundprofit:therevenuesofthethemeparks.ThemeparkindustryToysandotherderivativesAnimationandfilmindustryThederivativesrangingfromtoystoclotheshasalmostcoveredalltheextentofarticlesforchildren.Disneyhasgivenlicensestolotsofmanufacturesaroundtheworld,thusmakingitsthirdroundprofitthroughsalesofderivatives.ThemeparkindustryToysandotherderivativesAnimationandfilmindustryThefilmshasagreateffectonthechildren,drivingthemtovisittheparkandconsumeagain.Whilevisiting,theexpenditureofsouvenirs,toysandfoodisnecessary.Themeparksandderivativeshaveimpressedtheconsumers,thusmakingthemmoreawareofDisney’snewproduct.Thanks!