CIS经典案例分析【迪士尼公司】共30页文档
关于迪士尼公司的案例分析
关于迪士尼公司的案例分析一、企业概况华特·迪士尼公司（The Walt Disney Company，简称TWDC），简称迪士尼，是世界上第二大传媒娱乐企业，1923年由华特·迪士尼与兄长洛伊·迪士尼创立。
迪士尼取名自其创始人华特·迪士尼，是总部设在美国伯班克的大型跨国公司，主要业务包括娱乐节目制作，主题公园，玩具，图书，电子游戏和传媒网络。
作为一个娱乐品牌，迪士尼在2008年《商业周刊》的世界100强品牌（按照品牌价值）排名为第9位。
2008年12月30日，世界权威的品牌价值研究机构－－世界品牌价值实验室举办的“2008世界品牌价值实验室年度大奖”评选活动中，迪士尼凭借良好的品牌印象和品牌活力，荣登童装品牌类“中国最具竞争力品牌榜单”大奖，赢得广大消费者普遍赞誉。
二、产业链分析1.影视产业影视产业类型繁多，生产各种影片，动画片，电视节目，录制和商演舞台剧等。
其产量大，每年出产50多部故事片，而且发行、出售量大，重播经典。
其特点：全球化与本土化结合，不断创新顺应，精湛的制作技术，轰炸式宣传。
2.迪士尼乐园迪士尼乐园是基于迪士尼动漫影片而发展为旅游、娱乐的游乐园，并带动与乐园相关联的一系列消费服务部门，不断扩展业务，使收入“滚雪球”似地以膨胀，是迪士尼公司的主体。
“体验式营销”是迪士尼乐园的生存之道，“创造欢乐”则是其主题。
所以迪士尼乐园是第一次把观众在电影里和卡通片里看到的虚拟世界变成了可有、可玩、可感的现实世界的，除了包括若干主题公园外，公司还提供餐饮、销售旅游纪念品，经营度假村、交通运输和其他服务行业。
3.迪士尼消费品（1）特许经营：特许经营扩大了迪士尼公司盈利销售渠道，如今全球有4000多个拥有迪士尼特许经营的商家，迪士尼每年的特许经营额达到10多亿美元。
如：米老鼠一问世，就有许多厂商同迪士尼联系，请求允许使用米老鼠形象，现在以米老鼠为形象的产品深受“老鼠帮”们喜爱；（2）衍生消费品：主要是影视节目开发制作的音像带、VCD/DVD/CD产品、旅游产品、玩具、纪念品、书籍等相关产品、影视代表场景及相应的旅游景点的开发等。
迪士尼公司运营案例分析
Analysis Disney CompanyThe Walt Disney Company is an American diversified mass media corporation with touching every aspect of the entertainment industry, including publishing, television networks, educational materials, cable channels and Internet websites (Smith, Clark, 1999). And it also owns the theme parks all around the world. Disney Company became a “world’s best-known company” which was based on a lot of cartoon characters. Today it is one of the largest media corporations in the world (Siklos, 2009).Development of DisneyDisney Company was formed on 16 October 1923, by Walt Disney and his brother Roy Disney in Los Angeles, which was named the Walt Disney Studio. “It all started with a mouse” (Wasko, p.9, 2013). Before the mouse appeared in the film, Walt did two cartoon series which was called Oswald the Lucky Rabbit and Alice Comedies. However, because of Oswald got involved the problem of copyright, Walt needed to search for a new character. In 1928, the idea of the mouse which was named Mickey came into his mind (Wasko, 2013). And then the great success of Mickey made the company rapidly growing up in Hollywood.During the World War 2, Disney Company has been taken over by US Army troops a lot. However, this situation did not block the development of Disney, at that time, Donald Duck as one of the famous animal characters appeared in short film.After the war, the way that Disney Company developed their films were becoming diversification. Walt started producing television programming with ABC and NBC, which made their characters to show themselves on television. This successful movement let Disney Company goes further — a theme park. The first Disneyland was opened on 1955 (Grover, 1997). Due to these great successful strategies, Disney Company finally becomes a major independent film company in Hollywood (Wasko, 2013).How does The Disney Company grow up?The Disney Company uses diversification strategies to expand its market, which make them to achieve media monopoly and create enormous revenue. Those diversification strategies can be separated into two aspects, horizontal integration and vertical integration.1. Horizontal integrationSince 1993, Disney Company never stopped their footsteps of acquisitions. Disney Company has acquired Miramax Films, Pixar, Marvel Entertainment and Lucas film.“Horizontal integration enables a company to increase market power by cross-promoting or cross-selling a show” (McChesney, p.22, 1999). In 1993, Disney Company acquired Miramax which was a leader in independent film distribution (Wasko, 2013). This move made Disney Company had more market share for adult not only in children market. Through a series of acquisitions, Disney Company obtained more opportunities to distribute different kinds of films, which created new contents to Disney Company.2. Vertical integrationIn 1995, the first Disneyland opened in California. And now, Disney Company already has 7 theme parks around the world which bring Disney Company enormous income. According to the Disney annual report in 2014, Disney parks and resorts contributed $15,099 profits in 2014.In 1996, Disney Company officially acquired ABC, with this merger, “Disney could acquire the entire ABC television network, key ABC affiliates, ABC radio networks, publishing enterprises, ESPN, A&E and Lifetime” (Smith, Clark, p.171, 1999). This decision combined Disney animated film, television program and radio programmingtogether effectively. It made Disney Company occupied a dominant position in the media industry (Wasko, 2013). And in 2001, the Fox Family Worldwide was sold to Disney by News Corp. which known as ABC Family (Columbia Journalism Review).3. DiversificationDisney Company added diversification activities to expand areas of Disney’s operation since 1984 (Wasko, 2013). Due to the acquisition, Disney Company had opportunities to take benefits of technologies from Miramax Films, Pixar and others company have been acquiredAccording to the annual report of Disney Company in 2014, “The Walt Disney Company, together with its subsidiaries, is a diversified worldwide entertainment company with operations in five business segments: Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products and Intera ctive.” Acquisitions and cooperation help Disney to approach new aspect, which lead Disney to permeate in every aspects of life.How wide ranging are its present operations?Disney’s industry distributes in various fields, which include media networks, park and resorts, studio entertainment, consumer products, interactive.Figure 1: from Disney annual report 2014Figure 2: the percetage of revenue of Disney Comany, from Disney annual report 2014 According to these two graph, the revenue of media network and parks and resorts are most important contributions of Disney Company, which occupy more than halfof revenue, almost 74%. And this was due to high programe sales at broadcasting and high quality amenities of theme parks (Disney annual report, 2014).How globalised are its current operations?Disney channels can be a specific example. “The Disney Channels includes over 100 channels available in 34 languages and 164 countries/territories” (Disney annual report, 2014). Therefore, Disney has reached most markets around the world.Figure 3: from Disney annual report 2014MediaNetwork43%Parks andResorts31%StudioEntertainment15%ConsumerProducts8%Interactive3%The major revenue of DisneyCompany segmentsFigure 4: the overseas revenue of Disney Comany in 2014, from Disney annual report 2014 According to figure 4, United States and Canada are the most important markets which contributed $36,769 million in 2014. And from figure 5, we can see that the most income of overseas market is Europe. However Asia as the second market shows a significant increase by compared with the other areas, which shows that Asia market is becoming more important in global market of Disney.In the fields that Disney has apporached, their Theme Parks can be look like a most useful business method to enlarge their overseas markets. For example, before the Hong Kong Disney land built, Hong Kong Special Administrative Region (HKSAR) invested $2.9 billion which included infrastructure improvement and loans to this Disney land and also earned about $780 million from the joint venture (Matusitz, 2009). At the same time, Disney made “four glocalization changes ” to adapt Chinese people ’s preference. “They are (1) reduction of prices; (2) adaptation to local visitors ‘ customs; (3) change of décors and settings; (4) adaptation of labor practices ” (Matusitz, p.671, 2009). Based on these “four glocalization changes ”, Hong Kong Disneyland was more successful.62236181650529903333393012951506160901000200030004000500060007000201220132014overseas revenueEurope Asia Pacific Latin America and OtherHow does Disney influenced by the shareholders and directors?According to Disney Company annual report in 2014, Robert A. Iger is Chairman and Chief Executive Officer of Disney. And there are the five major shareholders of Disney Company:Institutional SummaryNon-institutional Shares39%Institutional Shares61%Figure 5: the ownership sumary of Disney Comany, from NASDAQFigure 6: Top 5 Holders of Institutional Holdings of Disney Comany, from NASDAQFrom these two pie chart, we can see that Institutional Shares hold 61% of Disney Company’s stock. And the main shareholder of Disney Company is The Vanguard Group which is an American investment management company.Disney Company can be influenced and developed through cooperation with company from interlocking shareholders and interlocking directorships, which can be distribute in three areas: Financial institutions, food and drink companies and digtial companies. The diversification of cooperation can be found in many ways, like economy, political and cultural networks.Board of Directors Interlocking CompanySusan E. Aronld The Carlyle Group, McDonalds Corporation John S. Chen Blackberry, Ltd., Sybase Inc.Jack Dorsey Twitter, Inc., Square, Inc.,Robert A. Iger The Walt Disney CompanyFred H. Langhammer Estée Lauder Companies Inc., The ShinseiBankAylwin B. Lewis Potbelly Sandwich, Starwood Hotels & ResortsWorldwideMonica C. Lozano U.S. Hispanic Media, Inc.,Impremedia LLC,Bank of America CorporationRobert W. Matshullat Visa Inc., The Seagram Company Ltd.MorganStanley & Co. Incorporated,The CloroxCompanySheryl K. Sandberg Facebook, Inc., Google Inc., Starbucks Corp.Orin C. Smith Starbucks Corporation, Nike, Inc.,Conservation International, Deloitte & Touche Figure 7: Board of Directors of Disney Company, from The Walt Disney CompanyThe figure 8 can clearly show the interlocking company of Disney Company. As we can see from this table, Langhammer and Lozano are two directors of Disney, at the same time they are the directors of The Shinsei Bank and Bank of AmericaCorporation separately. They can give Disney Company a better financial support and economic security. It is also a stable capital chain of Disney Company.Disney Company and interlocking company cooperation may promote Disney’s market policy. For example, Smith has served as the director of Nike which has a great market share in Chinese market and sponsors many events in China. Therefore, the connection between Disney and Nike may accelerates Disney’s step to enter Chinese market and changes the attitude or policy toward Chinese market. Further more, Disney and Nike have launch sports shoe together ever which played an advocacy role for both brand.Disney Company has its own theme parks and resorts, and those hotels and facilities come from the interlocking companys, like Starwood Hotels & Resorts Worldwide or Deloitte & Touche. Seagram, starbucks and McDonalds companies provide Disney a great convience for food and drinks. Those interlocking companies may in the Disneyland or nearby the Disneyland, which means Disney also gives them a opportunity to achieve the situation of win-win.The interlocking companies of Disney include internet engine, software and social network sites like Google, Facebool, Twitter and Sybase, providing Disney technical support and new platform to branding itself. Taking Google as an example, in 2014, Google and Disney had team up to launch Disney, Pixar and Marvel movies on any device via Google Play(Buhr, 2014).This cooporation can let more people to download Disney movies, no matter what app people are using, they can easily download Disney movies through Google account. Disney and Marvel fans will be able to use any computer or cell phone no matter what software system and watch their movies. This shift satisfys the customer’s need and retain more Disney fans.Advice to Disney Company“ Disney Company covers an extremely wide rang of media/ entertainment activities, from traditional television and film viewing, to theme park visits and sport event attendance ” (Wasko, 2013). It is definitely a diversified entertainment company. The success of Disney Company can be related to its diversified activities. At the same time, Disney Company relies on wide as well as high quality range of products, establishing a well industry brand. With the expansion of Disney industry, it merger a lot of competitive companies like Miramax Films, Pixar and ABC, which reduced competition of market, promoted the capability of Disney and enlarge the extent of Disney Company. Therefore, the superior market share is one of the strengths of Disney Company.However, there are still some weaknesses hidden behind the great advantages of Disney Company. The continued growth of high cost of services and products is a problem for Disney. According to the Disney annual report in 2014, the cost of service increased 6% (almost $1.3 billion) compared with 2013, which was because the higher programming costs at ESPN and ABC Television Networks. And the cost of products increased 2% (almost $120 million). Besides the costs of Disney Company, how to overcome the cultural difference and policy issues are quite weakness for Disney to develop new markets. By compared with North America, the revenue from other regions is much less. Taking Asia as an example, the difference of culture background and policy, Disney Company can only has the theme parks or releases films in Asia, the channels like ESPN or ABC cannot have a place. It is an issue for Disney Company to breakthrough.Disney Company still holds many opportunities which can make the company to grow up. The popularity of internet can be seen as a business opportunity. Nowadays, most of people use internet especially social networks more frequently this situation not only happens on adults also on children. Therefore Disney Company can catch this opportunity to branding themselves on internet, which can be like an advertisement or an online game. From market aspect, Asia as the mostpopulation in the world has a lot of chances for Disney Company to develop and then Disney may has more market shares. Disney Company will grow further by taking those opportunities.There are some threats that Disney Company need to pay attention to. The economic environment is an uncontrollable risk for Disney Company. “Turmoil in the financial markets could increase our cost of borrowing and impede access to or increase the cost of financing our operations and investments” (Disney annual report, 2014). At the same time, under this condition, it can increases the cost of borrowing and makes it difficult to get financing. Another threat is potential competitors, even after Disney Company acquired many diversified corporations. Disney Company needs a large number to make it run which lead to high costs of wage, medical fees and allowance. Disney annual report stated that there are about 180,000 employees working in Disney Company. Therefore, the huge expenditure is not a small burden for Disney Company. However, a variety of unpredictable events are a potential threat which may reduce demand for products of Disney.Although there are a lot of weakness and threats, Disney Company has strategies to alter that. In order to avoid the threat of uncontrollable economy, it requires Disney Company to alter the business strategy or restructuring of its business, even this operation may increase the costs. Disney Company needs to attract new investments and expand new business line (Disney annual report, 2014). Maintaining a low debt ratio is useful way to avoid the problem of financing. In addition, Disney should limit the increasing of costs to look for cheaper labor in global markets.Disney can improve their level of localization to narrow the cultural difference and reduce competition when they expand their global markets. For example, Happy Valley is a famous amusement park in china which will share the market with Disneyland. Disney can increase the localization of elements and in some extent reduce the price of ticket to promote competitiveness.Nowadays, people have variety ways to use media. Mobile phone is a mainstream in people’s daily life, presenting that Disney should keep pace of technology. The apartment of Disney could develop their own applications for their consumers. As Disney annual report said in 2014, “The media entertainment and internet businesses in which we participate increasingly depend on our ability to successfully adapt to shifting patterns of content consumption through the adoption and exploitation of new technologies.” Therefore, the priority place should be given to keep pace with new media and new technologies for Disney in the future.ReferencesBuhr, S. (2014). Disney And Google Partner Up For Disney Movies Anywhere Access On Google Play. Techcrunch. Retrieved 16 November, 2015 fromColumbia Journalism Review. (2013). THE Walt Disney Company Timeline. Retrieved 13 November, 2015 fromGrover, R. (1997). The Disney touch: Disney, ABC & the quest for the world's greatest media empire. Chicago: Irwin Professional Pub.Matusitz, J. (2011). Disney’s successful adaptation in Hong Kong: A glocalization perspective. Asia Pacific Journal of Management, 28(4), 667-681.McChesney, R. W. (1997). The Global Media Giants. Extra, USA.Nasdaq. (2015). Walt Disney Company (The) Ownership Summary. Retrieved 13 November, 2015 fromSiklo,R. (2009). Why Disney Wants Dreamworks. Fortune. Retrieved 16 November, 2015 fromSmith, D. and Clark, S. (1999). Disney: The first 100 years. New York: Hyperion Books.The Walt Disney Company, Fiscal Year 2014 Annual Financial Report And Shareholder Letter. Retrieved 16 November, 2015 fromWasko, J. (2001). Understanding Disney: The manufacture of fantasy. Cambridge: Polity.。
迪士尼公司案例研究
迪士尼公司案例研究第1章华特迪士尼公司迪斯尼，这个由华特·迪斯尼和罗伊·o·迪斯尼于1923年创立的娱乐王国，无疑是这个行业的标杆。
华特迪士尼公司持续为全球的消费者带来欢乐和幸福，并永远不会停止用它的愿景给我们带来惊喜。
1. 1介绍迪斯尼是一家跨国、跨平台的企业集团，在迪斯尼带给我们的所有奇迹背后，是迪斯尼领导团队的远见卓识，他们努力产生创造力，促进创新，并利用最新的技术。
他们的业务在许多不同的领域蓬勃发展，包括公园和度假村、消费产品、演播室娱乐、媒体网络和互动媒体。
该公司目前在40多个国家运营，他们确实非常重视劳工、道德、环境、慈善事业等问题。
1.2选择迪斯尼当我们想到商业案例时，我们通常会想到产品和它们的品牌，比如时尚行业的HM，或者消费电子行业的苹果;我们很少想到娱乐业。
我们选择研究迪斯尼，因为它即使不是每个人的童年，也是我们童年的一部分。
那些经典的童话和冒险故事教会了我们爱、勇气和信仰。
此外，正如我们所做的，迪斯尼随着时间的推移而不断成熟，为其作品带来了更多的多样性和创新，为不同阶层的人们带来了快乐，为不同世代的人带来幸福。
1.3事实与统计迪士尼丰富的背景故事不可能简单地用几页纸写出来，因此我们挑选了一些重要的事实和数据来说明这家公司，并在下面列出。
1.3.1公司■建立日期:1923年10月16日■产品:主题公园、有线电视、电影、出版、广播、门户网站，音乐，视频游戏■员工人数:18万(2014年)■净利润:83.8亿美元(2015年)■总资产:881.8亿美元(2015年)1.3.2部门:■沃尔特迪士尼公园和度假村，其中包括该公司的主题公园、邮轮公司等旅游相关资产■华特迪士尼工作室，包括公司的电影、唱片公司和剧场分歧。
■迪士尼媒体网络，包括该公司的电视资产。
■迪士尼消费产品和互动媒体，生产玩具、服装和其他基于此的商品。
■迪士尼拥有的资产，包括迪士尼的互联网，移动、社交媒体、虚拟世界和电脑游戏运营。
迪士尼案例分析
公司概述
国家 美国 美国 日本 法国 中国 中国
城市 洛杉矶 奥兰多 东京 巴黎 香港 上海
建成时间 1955年 1971年 1983年 1992年 2005年 2015年
第7页，共40页。
占地面积 每年游客人次
207公顷
2000万
12228公顷
1600万
780公顷
1730万
1951公顷
2、以电影引领消费时尚
每年迪斯尼都推出一部动画片电影，迪斯尼旗 下的播送、电视、报纸 、杂志、录音和录像 制品、纪念品、影院、广告以及主题公园都会 同时启动，共同进展市场推广。
销售娱乐文化，迪斯尼的产品策略就在于在“产品〞上不断求变，不断给予 产品娱乐文化内涵。迪斯尼不以创作卡通为限，而是朝着全方位的家庭娱乐
组合开展，包括电影电视主题公园、都市规划以及多种多样的消费品。
走进迪斯尼乐园，每位游客都会深深地体会到迪 斯尼所从事的行业和取得的成就，公园不管是娱 乐工程，还是商业产品、布景、装饰、音乐等， 都无不取材于其电影、电视作品。
在数字化的今天，迪斯尼公司积极倡导 利用视觉图画和数字科技
3、以主题公园强化产品形象 4、结合视觉图画和数字科技开发新产品
第36页，共40页。
微幅调整组织架构，促进与外部伙伴的有 效合作
• 现状
•
在2001年面对影视娱乐界关于新的发行渠道的竞争时，迪士尼和福克
斯联手各出资一半创办了一家提供基于互联网和有线电视的视频点播效劳
企业〔“Movies．com〞〕，与包括美国时代华纳公司旗下的华纳兄弟公司
在内的5家主要电影制片商共同提供的另一种互联网视频点播效劳(暂称
斯尼公司由传统媒体向网络媒体转型的方案一再受挫。浓厚的优势意识掩盖了迪斯
(完整版)法国迪士尼案例分析
世博会和巴塞罗那奥林匹克运动会；再加上自身存在的问题。开业两年后，乐园已 经亏损了9亿多美元。游园人数、购物消费都远远低于预期。
与东京相反，欧洲家庭一般都不愿意在乐园一天花上280美元，去享受公园 的经典和包括汉堡包和奶昔在内的美食。很多人对乐园过夜想都不会去想，因 为那儿的房价实在太贵。欧洲迪士尼乐园的一些做法也招致法国民众充满敌意 ：在早期广告并没有强调众多诱人的娱乐项目，而是炫耀其规模，这反而激发 了法国人的爱国情结，他们把迪斯尼看成美帝国主义的象征。甚至法国农民走 上街头，抗议法国政府以优惠价格出售当地的土地。法国人对 “迪斯尼构想” 以及美国童话人物的充满嘲讽，因为他们有自己的惹人喜爱的漫画人物。例如 ：戴头盔的高卢勇士Asterix.。乐园和公司的管理员态度似乎是横冲直撞、旁 若无人的。一位前迪士尼经理人员认为：“我们的确很傲慢——就想‘我们正 在建造泰姬陵，游客会接踵而至——按照我们的条件’”。迪斯尼管理者确信 自己无所不知，从而导致对当地文化麻木不仁：在园内禁酒；禁止带宠物进入 ；认为欧洲人不吃早餐，导致早餐供应紧张且对食品种类不满意：350个座位的 餐厅，却要接待2500人，没有顾客想要吃的肉和鸡蛋；对去欧洲人的度假习惯 没有考虑到：期望游客会在学期中带孩子来园放松，但事实是除非法定节假日 恰巧在周末，否则，那样的事从来没发生过，还指望美国式的、短期的频繁的 度假方式会改变欧洲人的旅行传统，但法国公司的作息时间并没改变。对乐园 工作人员衣着外表及要求都沿用美、日运作模式，被法国人认为是一种不人道 的“洗脑训练”。
• 法国面临许多意想不到的问题：
1、游客人数比预期少10%； 2、每名游客的人均花费比在日本少一半； 3、法国当地媒体对迪斯尼的负面报道，使公司的公众形象
不佳； 4、一些工作人员抵制迪斯尼的管理风格及服饰规范等等
迪士尼案例分析
迪士尼案例分析从DISNEY揭示企业发展战略主题：1、分析娱乐业发展趋势与行业利润的关系。
2、理解一个企业相关多元化战略的不同阶段的实施和绩效的关系。
3、理解一个企业如何保持创造性和控制力，实现持续发展。
结构：一、介绍美国娱乐业现状和发展趋势1、规模广大的跨媒体联盟的出现，使过去不相关产品间的界限渐渐隐退。
娱乐业从传统的主题游乐场，扩大到电影、电视、音乐出版、有线电视节目制作、无线电视网、有线电视网络的经营，以及录音器材、通话技术等。
2、大型媒体联盟的盈利能力，随着涉及领域的扩大，不断提高。
企业名称1984年/1987年/1987年比净收入股东权净收入股东权净收入增减（%）股东权益回报Gulf+Wetern1.414.23.616.915719MCA0.97.81.48.555.58.9如在未来的10年里，有线网络传输能力的大幅加强，将从现有的顾客创造出较高的利润，并创造新事业吸引新客户。
4、面对娱乐业发展的变革，Diney抓住机遇，树立明确的战略方针，确立了在娱乐业的领导者地位。
WaltDiney公司的股票价格从1988年起持续上升，远高于标准普尔500指数的上涨。
（见E某HIBIT4）二、概括Diney的业务及其发展。
1、主题公园和渡假地：主题文化突出，难以替代。
在国内竞争立于不败之地的同时，实行国际化战略的扩张。
（1）将主题公园与旅游业、运动场地有机地连结起来。
当主题公园成为Diney的主体业务后，旅游业快速成长，在1992年此项收入占了主题公园和渡假地部门总收入的三分之一。
这个部门的营业利润在1993年占了总营业利润的43%。
（2）接受和适应不同文化差异，推动主题公园在欧亚地区的发展。
虽然位于巴黎的EuroDiney在1993年受欧洲文化的制约和美元走弱、票价高昂的影响，出现了9亿美元的亏损，但Diney及时作出调整，相应采取有效措施。
并接着在日本东京的Dineyland取得了空前成功。
迪士尼企业成功之处迪士尼企业案例分析归纳
迪士尼企业成功之处迪士尼企业案例分析归纳其旗下的品牌包括：皮克斯动画室（PI某ARAnimationStudio）、惊奇漫画公司（MarvelEntertainmentInc）、试金石电影公司（TouchtonePicture）、米拉麦克斯（Mirama某）电影公司、博伟影视公司（BuenaVitaHomeEntertainment）、好莱坞电影公司（HollywoodPicture）、ESPN体育，美国广播公司（ABC）。
本次案例分析笔者主要分析迪士尼企业的主题公园以及其电影。
迪士尼主题公园案例分析市场定位：品牌：迪士尼乐园，世界上最大的主题乐园，辨识度高产品：体验感强，魔幻，新颖，具有鲜明的特点目标人群：主要客户是3-18岁青少年人群以及中青年家长，20-35岁的年轻男女，对迪士尼卡通人物具有情怀的人群，中老年客户人群比较少。
营销方式分析：1.迪士尼主题公园产品的本土化迪士尼企业作为一家大型跨国公司，凭借其多元的业务以及过硬的实力享誉全球，迪士尼也是为大众所知。
迪士尼企业是值得研究品牌国际化策略的典型案例。
品牌国际化策略最重要的一步是“本土化”问题，如果能较好解决本土化，品牌的国际化策略也有成功性的标志。
笔者认为迪士尼主题公园这一产品采取的产品本土化策略是相当不错的。
迪士尼乐园自1955年开园至今，在全球已有六家主题公园。
分析这六家主题公园的选址，可以发现这六家主体公园分别位于美国加州、美国奥兰多、日本东京、法国巴黎、中国香港以及中国上海，囊括了包括美洲、欧洲及亚洲三块大陆，而针对不同的园区所处的文化背景，迪士尼乐园采取了相应的体验式营销策略。
根据不同地理位置的迪士尼主题公园，会有对应融入不同的当地本土特有的文化内涵，如洛杉矶迪士尼乐园中所设置的“美国大道”区域，东京迪士尼乐园中所设置的“世界市集”区域，上海迪士尼乐园中所设置的“中国园林”区域。
洛杉矶迪士尼乐园“美国大道”东京迪士尼乐园“世界市集”上海迪士尼乐园“奇想花园”结合上海迪士尼乐园分析一下迪士尼主题公园的本土化策略。
市场营销迪斯尼案例SCSE
梦
这里挤满了
幻
快乐的孩子，
旅
兴奋的成年人， 及无数童心未泯的老人。
行
：
迪
士
尼
乐 所有的迪斯尼乐园都是由8个主题园区构成：美国大街、冒
园 险乐园、新奥尔良广场、万物家园、荒野地带、欢乐园、 米奇童话城、未来世界。
梦
幻
旅
行
：
迪
士
尼
乐
美国大街：在这里，到处都充满二十世纪初的美
园 国风情。大街不但布满各式的商店及餐厅，更是乐队
表演及巡游汇演的集中地。
梦
幻
旅
行
：
迪
士
尼
乐
新奥尔良广场：灰姑娘迷人的木马和马车，承载过多
园 少孩子的快乐。走到灰姑娘的城堡前，城堡内空地上美丽
的旋转木马，响起的《旋木》吸引了游客的驻足。
梦
幻
旅
行
：
迪
士
尼
乐
冒险乐园:迪斯尼乐园一般有两处鬼屋，一处是跟随
园 白雪公主后母的魔镜；另一处是古堡，坐在可以活动
同时还开拓网上电子订票渠道 具体设计图：
（2）网络合作
通过与网上平台合作来进行票务业务，例 如与游戏平台进行合作，以奖励、赠送等形式 促进门票销售。
4C分析 CUSTOM
（1）乐园的整体促销策略
广告
除网站宣传外，进行其他形式的网络广告。例如网络 电影、游戏过程中植入式广告。也可以在各大门户网站 进行广告宣传。
• 网络购物促销活动
迪士尼推出 主题促销、限 量抢购、超值 特价等促销活 动，内容覆盖 童装服饰、文 具、家居、配 饰、玩具、汽 车装饰、图书、 音响制品、礼 品等许多层面。
迪士尼公司运营案例分析
Analysis Disney CompanyThe Walt Disney Company is an American diversified mass media corporation with touching every aspect of the entertainment industry, including publishing, television networks, educational materials, cable channels and Internet websites (Smith, Clark, 1999). And it also owns the theme parks all around the world. Disney Company became a “world’s best-known company” which was based on a lot of cartoon characters. Today it is one of the largest media corporations in the world (Siklos, 2009).Development of DisneyDisney Company was formed on 16 October 1923, by Walt Disney and his brother Roy Disney in Los Angeles, which was named the Walt Disney Studio. “It all started with a mouse” (Wasko, p.9, 2013). Before the mouse appeared in the film, Walt did two cartoon series which was called Oswald the Lucky Rabbit and Alice Comedies. However, because of Oswald got involved the problem of copyright, Walt needed to search for a new character. In 1928, the idea of the mouse which was named Mickey came into his mind (Wasko, 2013). And then the great success of Mickey made the company rapidly growing up in Hollywood.During the World War 2, Disney Company has been taken over by US Army troops a lot. However, this situation did not block the development of Disney, at that time, Donald Duck as one of the famous animal characters appeared in short film.After the war, the way that Disney Company developed their films were becoming diversification. Walt started producing television programming with ABC and NBC, which made their characters to show themselves on television. This successful movement let Disney Company goes further — a theme park. The first Disneyland was opened on 1955 (Grover, 1997). Due to these great successful strategies,Disney Company finally becomes a major independent film company in Hollywood (Wasko, 2013).How does The Disney Company grow up?The Disney Company uses diversification strategies to expand its market, which make them to achieve media monopoly and create enormous revenue. Those diversification strategies can be separated into two aspects, horizontal integration and vertical integration.1. Horizontal integrationSince 1993, Disney Company never stopped their footsteps of acquisitions. Disney Company has acquired Miramax Films, Pixar, Marvel Entertainment and Lucas film.“Horizontal integration enables a company to increase market power by cross-promoting or cross-selling a show” (McChesney, p.22, 1999). In 1993, Disney Company acquired Miramax which was a leader in independent film distribution (Wasko, 2013). This move made Disney Company had more market share for adult not only in children market. Through a series of acquisitions, Disney Company obtained more opportunities to distribute different kinds of films, which created new contents to Disney Company.2. Vertical integrationIn 1995, the first Disneyland opened in California. And now, Disney Company already has 7 theme parks around the world which bring Disney Company enormous income. According to the Disney annual report in 2014, Disney parks and resorts contributed $15,099 profits in 2014.In 1996, Disney Company officially acquired ABC, with this merger, “Disney could acquire the entire ABC television network, key ABC affiliates, ABC radio networks, publishing enterprises, ESPN, A&E and Lifetime” (Smith, Clark, p.171, 1999). This decision combined Disney animated film, television program and radio programming together effectively. It made Disney Company occupied a dominant position in the media industry (Wasko, 2013). And in 2001, the Fox Family Worldwide was sold to Disney by News Corp. which known as ABC Family (Columbia Journalism Review).3. DiversificationDisney Company added diversification activities to expand areas of Disney’s operation since 1984 (Wasko, 2013). Due to the acquisition, Disney Company had opportunities to take benefits of technologies from Miramax Films, Pixar and others company have been acquiredAccording to the annual report of Disney Company in 2014, “The Walt Disney Company, together with its subsidiaries, is a diversified worldwide entertainment company with operations in five business segments: Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products and Interactive.” Acquisitions and cooperation help Disney to approach new aspect, which lead Disney to permeate in every aspects of life.How wide ranging are its present operations?Disney’s industry distributes in various fields, which include media networks, park and resorts, studio entertainment, consumer products, interactive.Figure 1: from Disney annual report 2014Figure 2: the percetage of revenue of Disney Comany, from Disney annual report 2014According to these two graph, the revenue of media network and parks and resorts are most important contributions of Disney Company, which occupy more than half of revenue, almost 74%. And this was due to high programe sales at broadcasting and high quality amenities of theme parks (Disney annual report, 2014).How globalised are its current operations?Disney channels can be a specific example. “The Disney Channels includes over 100 channels available in 34 languages and 164 countries/territories” (Disney annual report, 2014). Therefore, Disney has reached most markets around the world.Figure 3: from Disney annual report 2014Figure 4: the overseas revenue of Disney Comany in 2014, from Disney annual report 2014 According to figure 4, United States and Canada are the most important markets which contributed $36,769 million in 2014. And from figure 5, we can see that the most income of overseas market is Europe. However Asia as the second market shows a significant increase by compared with the other areas, which shows that Asia market is becoming more important in global market of Disney.In the fields that Disney has apporached, their Theme Parks can be look like a most useful business method to enlarge their overseas markets. For example, before the Hong Kong Disney land built, Hong Kong Special Administrative Region (HKSAR)invested $2.9 billion which included infrastructure improvement and loans to this Disney land and also earned about $780 million from the joint venture (Matusitz, 2009). At the same time, Disney made “four glocalization changes” to adapt Chinese people’s preference. “They are (1) reduction of prices; (2) adaptation to local visitors‘ customs; (3) change of décors and settings; (4) adaptation of labor practices” (Matusitz, p.671, 2009). Based on these “four glocalization changes”, Hong Kong Disneyland was more successful.How does Disney influenced by the shareholders and directors?According to Disney Company annual report in 2014, Robert A. Iger is Chairman and Chief Executive Officer of Disney. And there are the five major shareholders of Disney Company:Figure 5: the ownership sumary of Disney Comany, from NASDAQFigure 6: Top 5 Holders of Institutional Holdings of Disney Comany, from NASDAQFrom these two pie chart, we can see that Institutional Shares hold 61% of Disney Company’s stock. And the main shareholder of Disney Company is The Vanguard Group which is an American investment management company.Disney Company can be influenced and developed through cooperation with company from interlocking shareholders and interlocking directorships, which can be distribute in three areas: Financial institutions, food and drink companies and digtial companies. The diversification of cooperation can be found in many ways, like economy, political and cultural networks.The figure 8 can clearly show the interlocking company of Disney Company. As we can see from this table, Langhammer and Lozano are two directors of Disney, at the same time they are the directors of The Shinsei Bank and Bank of America Corporation separately. They can give Disney Company a better financial support and economic security. It is also a stable capital chain of Disney Company.Disney Company and interlocking company cooperation may promote Disney’s market policy. For example, Smith has served as the director of Nike which has a great market share in Chinese market and sponsors many events in China. Therefore, the connection between Disney and Nike may accelerates Disney’s step to enter Chinese market and changes the attitude or policy toward Chinese market. Further more, Disney and Nike have launch sports shoe together ever which played an advocacy role for both brand.Disney Company has its own theme parks and resorts, and those hotels and facilities come from the interlocking companys, like Starwood Hotels & Resorts Worldwide or Deloitte & Touche. Seagram, starbucks and McDonalds companies provide Disney a great convience for food and drinks. Those interlocking companiesmay in the Disneyland or nearby the Disneyland, which means Disney also gives them a opportunity to achieve the situation of win-win.The interlocking companies of Disney include internet engine, software and social network sites like Google, Facebool, Twitter and Sybase, providing Disney technical support and new platform to branding itself. Taking Google as an example, in 2014, Google and Disney had team up to launch Disney, Pixar and Marvel movies on any device via Google Play(Buhr, 2014).This cooporation can let more people to download Disney movies, no matter what app people are using, they can easily download Disney movies through Google account. Disney and Marvel fans will be able to use any computer or cell phone no matter what software system and watch their movies. This shift satisfys the customer’s need and retain more Disney fans.Advice to Disney Company“ Disney Company covers an extremely wide rang of media/ entertainment activities, from traditional television and film viewing, to theme park visits and sport event attendance ” (Wasko, 2013). It is definitely a diversified entertainment company. The success of Disney Company can be related to its diversified activities. At the same time, Disney Company relies on wide as well as high quality range of products, establishing a well industry brand. With the expansion of Disney industry, it merger a lot of competitive companies like Miramax Films, Pixar and ABC, which reduced competition of market, promoted the capability of Disney and enlarge the extent of Disney Company. Therefore, the superior market share is one of the strengths of Disney Company.However, there are still some weaknesses hidden behind the great advantages of Disney Company. The continued growth of high cost of services and products is a problem for Disney. According to the Disney annual report in 2014, the cost ofservice increased 6% (almost $1.3 billion) compared with 2013, which was because the higher programming costs at ESPN and ABC Television Networks. And the cost of products increased 2% (almost $120 million). Besides the costs of Disney Company, how to overcome the cultural difference and policy issues are quite weakness for Disney to develop new markets. By compared with North America, the revenue from other regions is much less. Taking Asia as an example, the difference of culture background and policy, Disney Company can only has the theme parks or releases films in Asia, the channels like ESPN or ABC cannot have a place. It is an issue for Disney Company to breakthrough.Disney Company still holds many opportunities which can make the company to grow up. The popularity of internet can be seen as a business opportunity. Nowadays, most of people use internet especially social networks more frequently this situation not only happens on adults also on children. Therefore Disney Company can catch this opportunity to branding themselves on internet, which can be like an advertisement or an online game. From market aspect, Asia as the most population in the world has a lot of chances for Disney Company to develop and then Disney may has more market shares. Disney Company will grow further by taking those opportunities.There are some threats that Disney Company need to pay attention to. The economic environment is an uncontrollable risk for Disney Company. “Turmoil in the financial markets could increase our cost of borrowing and impede access to or increase the cost of financing our operations and investments” (Disney annual report, 2014). At the same time, under this condition, it can increases the cost of borrowing and makes it difficult to get financing. Another threat is potential competitors, even after Disney Company acquired many diversified corporations. Disney Company needs a large number to make it run which lead to high costs of wage, medical fees and allowance. Disney annual report stated that there are about 180,000 employees working in Disney Company. Therefore, the huge expenditure isnot a small burden for Disney Company. However, a variety of unpredictable events are a potential threat which may reduce demand for products of Disney.Although there are a lot of weakness and threats, Disney Company has strategies to alter that. In order to avoid the threat of uncontrollable economy, it requires Disney Company to alter the business strategy or restructuring of its business, even this operation may increase the costs. Disney Company needs to attract new investments and expand new business line (Disney annual report, 2014). Maintaining a low debt ratio is useful way to avoid the problem of financing. In addition, Disney should limit the increasing of costs to look for cheaper labor in global markets.Disney can improve their level of localization to narrow the cultural difference and reduce competition when they expand their global markets. For example, Happy Valley is a famous amusement park in china which will share the market with Disneyland. Disney can increase the localization of elements and in some extent reduce the price of ticket to promote competitiveness.Nowadays, people have variety ways to use media. Mobile phone is a mainstream in people’s daily life, presenting that Disney should keep pace of technology. The apartment of Disney could develop their own applications for their consumers. As Disney annual report said in 2014, “The media entertainment and internet businesses in which we participate increasingly depend on our ability to successfully adapt to shifting patterns of content consumption through the adoption and exploitation of new technologies.” Therefore, the priority place should be given to keep pace with new media and new technologies for Disney in the future.ReferencesBuhr, S. (2014). Disney And Google Partner Up For Disney Movies Anywhere Access On Google Play. Techcrunch. Retrieved 16 November, 2015 from/2014/11/03/disney-and-google-partner-up-for-disney-movies-anywhere-access-on-google-play/Columbia Journalism Review. (2013). THE Walt Disney Company Timeline. Retrieved 13 November, 2015 from /resources/?c=disneyGrover, R. (1997). The Disney touch: Disney, ABC & the quest for the world's greatest media empire. Chicago: Irwin Professional Pub.Matusitz, J. (2011). Disney’s successful adaptation in Hong Kong: A glocalization perspective. Asia Pacific Journal of Management, 28(4), 667-681.McChesney, R. W. (1997). The Global Media Giants. Extra, USA.Nasdaq. (2015). Walt Disney Company (The) Ownership Summary. Retrieved 13 November, 2015 from /symbol/dis/ownership-summarySiklo,R. (2009). Why Disney Wants Dreamworks. Fortune. Retrieved 16 November, 2015 from/2009/02/09/news/companies/disney_dreamworks.fortune/i ndex.htm?postversion=2009020914Smith, D. and Clark, S. (1999). Disney: The first 100 years. New York: Hyperion Books.The Walt Disney Company, Fiscal Year 2014 Annual Financial Report And Shareholder Letter. Retrieved 16 November, 2015 from/2014/annual/10k-wrap-2014.pdfWasko, J. (2001). Understanding Disney: The manufacture of fantasy. Cambridge: Polity.。
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迪士尼公司拥有世界第一的娱乐及影视品牌 迪士尼（Disney），拥有影视娱乐（美国最大的 电影发行商之一）、主题乐园及度假区（世界最 大的主题乐园集团）、媒体网络（拥有美国三大 广播公司之一ABC、体育品牌ESPN）、消费品（世 界最大的儿童消费品品牌、世界最大的儿童书籍 集团）等。
迪士尼VIS
Disney公司创造了很多经典的形 象。
迪士尼不仅创造了无数深入人心的卡通形象，还建 造了童话中的王国—迪士尼乐园。
游乐园
也有很多陪伴我们成长的经典的电影
迪士尼周边产品
迪士尼出版的书籍
不仅如此，迪士尼还拥有电影与电视制作公司，在音乐、度 假酒店、玩具文具、儿童书籍等各个领域都有涉及。而且不 同种类不同公司都分别各自有各自的标志。
总结
我觉得迪士尼公司的总体企业形象做的是 非常好的。特别出彩的是他的VI方面，相 关的周报产品发展的很好。相关的周边产 品发展的很好，影视、娱乐等等。还有他 的MI上也很到位，不管是理念还是文化。 一个企业要发展那么就必须要有良好的理 念以及优良的企业文化。
• 当大人想找一个保存记忆的城堡， 当孩子需要一个寄托幻想的国度， 迪士尼为他们提供了最好的选择。
• 正如迪士尼的创始人华特迪士尼先 生曾经说过：只要这个世界仍存幻 想，迪士尼就将永远延续下去。
THE END! 感谢围观。
谢谢
迪士尼公司拥有
• 世界第一的娱乐及影视品牌迪士尼（Disney）
• 影视娱乐（美国最大的电影发行商之一）
• 主题乐园及度假区（世界最大的主题乐园集团） 媒体网络（拥有美国三大广播公司之一ABC、体育 品牌ESPN）
• 消费品（世界最大的儿童消费品品牌、世界最大 的儿童书籍集团）等
迪士尼MI
（一）经营理念 （二）经营使命 （三）经营愿景
（一）经营理念
• 迪士尼公司创建於1923 年，当时还仅仅 是华特迪士尼和罗伊迪士尼两兄弟的 Disney Brothers Cartoon Studio ，而现 在迪士尼已经成为全球最大的娱乐公司之 一，不断致力於为人们提供最特别的娱乐 体验，并且一直秉承著公司对质量和创新 不断追求的优良传统
（二）经营愿景
• 企业行为规范：永远把消费者的心理和需求放在 第一位，这是迪士尼公司自上世纪初建立以来不 变的传统。
（二）、对外行为识别系统
促销活动：迪士尼英语语言学习。以他倍受 欢迎的童话故事和人物作为基础，通过传奇故事、 经典音乐和创新设施让二到十岁的孩子们感受到 身临其境的迪士尼非同寻常的英语学习旅程。
公益活动 ：华特迪士尼公司向中国地震灾区 捐助100万人民币 、 在2019年世界地球日成立了 迪士尼世界环境保护基金并投入超过千万美元， 帮助了110多个国家的超过750项环境保护项目 、 在中国内蒙古可持续造林项目等等
• （二）、对外行为识别系统
（一）、对内行为识别系统
• 员工教育：作为迪士尼公司的员工可以享有多种 权益和福利，特别是 Disney Silver Pass - 迪 士尼银色通行证等特色权益。
• 组织文化建设：迪士尼的与众不同之处在于运用 独特的创造力给大家讲出精彩的孕育人生哲理的 故事，将人物形象和创造性的故事内容发挥到极 致，给消费者留下深刻的印象，从而树立起自己 的品牌。建立起自己独特的富有梦幻的企业形象。
企业文化是组织成员所共同形成的价值观， 也是思考与行为规范的体系。企业有愿景， 才能筑梦踏实。当每一位员工能体会公司 愿景，才可 万众一心，全力以赴。美国华 特迪士尼公司「梦想‧信念‧果敢‧实践」八 字决，人称《华特魔法》，他认为把梦想 变成信念，下决心贯彻实行，企业一定会 成功，其中「梦想」与「信 念」就是「愿 景」。
（三）经营使命
品牌决定了企业的未来品牌是公司的形象， 也是企业生命力最重要的表徵。迪士尼对 品牌有著独特的定位，那就是「制造欢乐， 销售欢乐。」将核心概念灌输到内心层面 所有新进员工都必须在展开工作前接受培 训，即便是乐园清洁工也不例外。它的企 业文化可以与「欢乐文化」画上等号。
迪士尼BIS
• （一）、对内行为识别系统
企业形象设计
华特·迪士尼
20190952021 李文斌
. Disney（迪士尼）迪尼的标志华特•迪士尼公司简介
• 公司名称：华特迪士尼公司 • 外文名称：The Walt Disney Company • 总部地点：美国加利福尼亚州伯班克 • 成立时间：1923年 • 员工数量：11.2万
迪士尼概况：
• 迪士尼的logo • 以及迪士尼旗下所属各种电
台频道
迪士尼乐园、迪士尼旗下所属电影公司以及俱乐部 的各种logo标
我们可以看到，迪士尼公司一直在世界品牌之中名列前茅，其 身价高达350多亿美元。毫无疑问，迪士尼品牌是非常成功的， 但是它的成功不仅仅是因为它的品牌logo，也不仅仅是因为它深 入人心的经典电影动画角色，迪士尼一直以来都在通过动画影视、 衍生产品、播放渠道与销售渠道、迪士尼乐园等不断强化自身在 人们心中的品牌度。它每推出一部动画电影，每卖出一个衍生产 品，每增加一个影视播放渠道以及产品销售渠道，每有一个人进 入迪士尼乐园，都是一次品牌推广。通过这些品牌推广，迪士尼 不仅不花钱就增加了品牌度，也增加了盈利收入。