key idea is transmission happy and hope
globalize program theme and creative
globalization + localization
COUNTRY 国家
USA 美国
CITY 城市
Los Angeles 洛杉矶
ESTABLISH TIME 建成时间
Disney
• The Walt Disney Company，be called for short Disney，it is the world second big media entertainment company, was created by Walter Disney and his brother in 1923. • As a big transnational company, Disney head office is at America Burbank. 2008, Disney becomes the world’s top 100 company, ranking 9th.
Disney value HRM
• Staff relation
• Management training • Salary system
The problem of Disney
• Too expensive
• Too many people • Hard to communicate with staff • Not allow to take picture in room
Image of cartoon stand for Disney
• • • • • • • Mickey Pooh Disney Princess Disney Baby Chipmunk Toy Story The clown fish nemo
Brand of Disney
• • • • • • • • PIXAR Animation Studio Marvel Entertainment Inc Touchstone Pictures Miramax Buena Vista Home Entertainment Hollywood Pictures ESPN ABC
Special management method
• Recruitment pay attention to transmit corporate culture • New employee education emphasize encourage • Quickly motivation system • Perfect internal communication
Brand essence
• • • • • • Innovation Quality Community Storytelling Optimism Decency
Marketing Slogans
produce happy, market happyBiblioteka Disney in China
• 1930-1940 Disney cartoon image enter China, we can see snow white film in Beijing and shanghai • 1986 Disney signed cooperative agreement with CCTV, so we can watch Mickey mouse and duck on TV on Sunday • 1988 we can buy Disney consumer goods in Hong Kong
IN 1971
IN 1983 IN 1992 IN 2005
12228 metric ton
201 metric ton 1951 metric ton 126 metric ton
1600万
1730万 1200万 450万
CHINA 中国
AFTER 2013
1000 metric ton
---
Disney theme park successful experiences
Bye-bye
IN 1955
FLOOR AREA 占地面积
207 metric ton （公顷）
TOURIST OF EACH YEAR 每年游客人次
2000万
USA 美国
JAPAN 日本 FRANCE 法国 CHINA 中国
Orlando 奥兰多
Tokyo 东京 Paris 巴黎 HONG KONG 香港 SHANGHAI 上海
• 1995 the lion king is the first Disney film showed in china • 1998 we can buy Disney film, cartoon, etc in China • 1998 Hong Kong Disney theme park was going to build • 2001 Disney china website open • 2005 Hong Kong Disney theme park was opened • 2009 Disney was decided to built shanghai theme park
•Everything is dynamic
•Never build not over •Emotional marketing is worthy
Theme park marketing model
• Ad marketing
• Theme activity planning marketing • Cooperation marketing • Experience marketing