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CaseStudy

WaltDisneyBY:程方宋正昭蒋雨辰CaseStudy

-1WaltDisney

TheWaltDisneyCompanyisoneofthelargestmediaandentertainmentcorporationsintheworld.FoundedonOctober16,1923,bybrothersWaltandRoyDisneyasananimationstudio.IthasbecomeoneofthebiggestHollywoodstudios,andownerandlicensorofeleventhemeparksandseveraltelevisionnetworks,includingABCandESPN.Disney'scorporateheadquartersandprimaryproductionfacilitiesarelocatedatTheWaltDisneyStudiosinBurbank,California.ThecompanyisacomponentoftheDowJonesIndustrialAverage.

WaltDisney2MarketingStrategiesIntheearlystage,JVwasappliedtoexpandchinamainlandmarket，asfollowing：SigningcontractwithTVchannelstogivepermissiontobroadcasttheiranimationpictures,thusmakingthetypicalcharactersinfluentialamongChinesepeople.Lookingforlicensors,authorizedthemtousethecompany’sbrandandanimatedfigurestoproducederivatives.Forexample:Aigo’sMP3player.MarketingStrategiesIntheear3NowcombinedJVwithFDI,toenlargemarketshare.Examples:BuildingDisneylandinHongKongandShanghaithroughFDI.Takinglocalcultureintoconsiderationwhenarrangingthepark’sstructure.Eg:StuffinHongKong’sDisneylandcanspeakthreekindsoflanguagesordialects:Chinese,EnglishandCantonese.ItisthefirstDisneylandthathasChineserestaurants.Assimilatinglocalcultureandadaptingintoitsproductivematerials,whichresultsinaintensificationofthelocalpeople’ssenseofcloseness.Eg:Thecartoonmovie《Mulan》wasbasedonaChinesefolkstory.Cooperatingwithlocalcinemasandputtingitslatestfilmonscreenintime.NowcombinedJVwithFDI,toe4AdvantagesTheFDImethodhelpsremaintheintrinsicfeaturesoratmosphere,andmaintainthestandardizationofthepark’sholisticlayoutworld-widely,whichattractslotsofvisitors.Also,FDIiscapableofpreservingtheuniquenessofthecompany’slabelandimage.ExperientialMarketing.TheDisneylanditselfisawayofExperientialMarketing.Thecompany’sbrandideaandgoodimpressionhasbeenwidelydisseminatedduringtheexperienceprocess.AdvantagesTheFDImethodhelps5AdvantagesMeanwhileJVisgoodforpromotingthecompany’spopularityandreducingtheoperatingrisksespeciallyinastrangemarket.JVhasadvantagesoverbrandpublicizing,tointegrateallthemedia:internet,TV,newspaper,magazinesandsoon.AdvantagesMeanwhileJVisgood6OnlineGamePlatformBBSSNSWebsitesPortalSitesAddingDisneyland'slinkageonHF、VS、QQandsoon,convenientforplayerstovisit.Cooperatingwithrenren,kaixintoexploitgamesandentertainmentswithDisney'selement.IssuinginformationoftherecentDisneyland'sactivities,moviesandgamestoattractvisitors.EmbeddinglinkageintositeslikeSINA,YAHOOandputtingadvertisementsonnoticeablepages.OnlineGamePlatformBBSSNSWeb7ProfitModelRoundProfitThemeparkindustryToysandotherderivatives

AnimationandfilmindustryDisneyhasitsownmedia,whichisquiteconvenientforthereleaseofitsproduction.ThefirstroundisDisney’sanimationproduction.Theboxofficeplusthesalesofthevideosformsthefirstroundprofit,whichhascoveredthecostofthefilm.ProfitModelRoundProfitThe8ThemeparkindustryToysandotherderivatives

AnimationandfilmindustryWiththeexpandofmarket,Disneyhasopenedthemeparksaroundtheworld.Thesecondroundprofit:therevenuesofthethemeparks.ThemeparkToysandotherAnim9ThemeparkindustryToysandotherderivatives

AnimationandfilmindustryThederivativesrangingfromtoystoclotheshasalmostcoveredalltheextentofarticlesforchildren.Disneyhasgivenlicensestolotsofmanufacturesaroundtheworld,thusmakingitsthirdroundprofitthroughsalesofderivatives.ThemeparkToysandotherAnim10ThemeparkindustryToysandotherderivatives

AnimationandfilmindustryThefilmshasagreateffectonthechildren,drivingthemtovisittheparkandconsumeagain.Whilevisiting,theexpenditureofsouvenirs,toysandfoodisnecessary.Themeparksandderivativeshaveimpressedtheconsumers,thusmakingthemmoreawareofDisney’snewproduct.ThemeparkToysandotherAnim11Thanks!Thanks!12演讲完毕，谢谢观看！演讲完毕，谢谢观看！13CaseStudy

WaltDisneyBY:程方宋正昭蒋雨辰CaseStudy

-14WaltDisney

TheWaltDisneyCompanyisoneofthelargestmediaandentertainmentcorporationsintheworld.FoundedonOctober16,1923,bybrothersWaltandRoyDisneyasananimationstudio.IthasbecomeoneofthebiggestHollywoodstudios,andownerandlicensorofeleventhemeparksandseveraltelevisionnetworks,includingABCandESPN.Disney'scorporateheadquartersandprimaryproductionfacilitiesarelocatedatTheWaltDisneyStudiosinBurbank,California.ThecompanyisacomponentoftheDowJonesIndustrialAverage.

WaltDisney15MarketingStrategiesIntheearlystage,JVwasappliedtoexpandchinamainlandmarket，asfollowing：SigningcontractwithTVchannelstogivepermissiontobroadcasttheiranimationpictures,thusmakingthetypicalcharactersinfluentialamongChinesepeople.Lookingforlicensors,authorizedthemtousethecompany’sbrandandanimatedfigurestoproducederivatives.Forexample:Aigo’sMP3player.MarketingStrategiesIntheear16NowcombinedJVwithFDI,toenlargemarketshare.Examples:BuildingDisneylandinHongKongandShanghaithroughFDI.Takinglocalcultureintoconsiderationwhenarrangingthepark’sstructure.Eg:StuffinHongKong’sDisneylandcanspeakthreekindsoflanguagesordialects:Chinese,EnglishandCantonese.ItisthefirstDisneylandthathasChineserestaurants.Assimilatinglocalcultureandadaptingintoitsproductivematerials,whichresultsinaintensificationofthelocalpeople’ssenseofcloseness.Eg:Thecartoonmovie《Mulan》wasbasedonaChinesefolkstory.Cooperatingwithlocalcinemasandputtingitslatestfilmonscreenintime.NowcombinedJVwithFDI,toe17AdvantagesTheFDImethodhelpsremaintheintrinsicfeaturesoratmosphere,andmaintainthestandardizationofthepark’sholisticlayoutworld-widely,whichattractslotsofvisitors.Also,FDIiscapableofpreservingtheuniquenessofthecompany’slabelandimage.ExperientialMarketing.TheDisneylanditselfisawayofExperientialMarketing.Thecompany’sbrandideaandgoodimpressionhasbeenwidelydisseminatedduringtheexperienceprocess.AdvantagesTheFDImethodhelps18AdvantagesMeanwhileJVisgoodforpromotingthecompany’spopularityandreducingtheoperatingrisksespeciallyinastrangemarket.JVhasadvantagesoverbrandpublicizing,tointegrateallthemedia:internet,TV,newspaper,magazinesandsoon.AdvantagesMeanwhileJVisgood19OnlineGamePlatformBBSSNSWebsitesPortalSitesAddingDisneyland'slinkageonHF、VS、QQandsoon,convenientforplayerstovisit.Cooperatingwithrenren,kaixintoexploitgamesandentertainmentswithDisney'selement.IssuinginformationoftherecentDisneyland'sactivities,moviesandgamestoattractvisitors.EmbeddinglinkageintositeslikeSINA,YAHOOandputtingadvertisementsonnoticeablepages.OnlineGamePlatformBBSSNSWeb20ProfitModelRoundProfitThemeparkindustryToysandotherderivatives

AnimationandfilmindustryDisneyhasitsownmedia,whichisquiteconvenientforthereleaseofitsproduction.ThefirstroundisDisney’sanimationproduction.Theboxofficeplusthesalesofthevideosformsthefirstroundprofit,whichhascoveredthecostofthefilm.ProfitModelRoundProfitThe21ThemeparkindustryToysandotherderivatives

AnimationandfilmindustryWiththeexpandofmarket,Disneyhasopenedthemeparksarou

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