迪斯尼英文分析
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Case of Disney
Group leader: 刘君茹（gj营销082班200896324219）Group members：张志强（gj营销082班200896324222）
王晨（gj营销082班200896324231）
李腾飞（gj营销082班200896324234）
方绳权（gj营销082班200896324236）
李若恒（gj营销082班200790024213）
Case of Disney
Questions and Answers:
1.Why is it necessary for Disney to build brand awareness in
China and other emerging markets?
As we all know, emerging markets have a cheap labour cost and rich natural resources. BRIC(China, India, Russia, Brazil) and other emerging markets have great potential for development, Disney has a high brand value all over the world. Emerging market country doesn’t mean no demand ,It need to st imulate and guide consumption through continuous market development. The market of Disney will become stronger and the target customers also enjoy and spread the happiness of Disney.
2.Do you agree with Disney’s decision to pursue a localization
approach in emerging markets?
I agree that Disney's decision for the emerging markets,
reasons as following:
1) Because only based on accurate choice of
theme ,appropriate park site selection, unique theme creative, flexible marketing strategies and depth of the subject product development, can theme parks stand out.
2) At present,emerging markets dominated by the visual landscape of the park is clearly unable to meet consumer ‘s demand, the direct involvement and experience has already been the tourist’s specific requirements to the development of theme park, while Disneyland is precisely the leader in this area.
3)Disney's success not just depends on sucessfully locating a cartoon image of the position,pulling out Mickey Mouse is just to support the success of the Disney culture policies. Movies are only part of the Disney culture strategy, Disney also has television, radio, clothing, as well as toys.