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1、AssignmentBrief Youneedtohandinaprinteditionassignmentmeetfollowingrequirement:Wordguide：800(±10%)Font:ArialTypesize:12Linespacing:1.5Submissiondeadline:11Oct2010CaseStudy:DisneyinFrance1Until1992,theWaltDisneyCompanyhadexperiencednothingbutsuccessinthe
2、themeparkbusiness.Itsfirstpark,Disneyland,openedinAnaheim,California,in1955.Itsthemesong,"It'saSmallWorldAfterAll,”promoted"anidealizedvisionofAmericaspicedwithreassuringglimpsesofexoticculturesallcalculatedtopromoteheartwarmingfeelingsaboutlivingtogeth
3、erasonehappyfamily.Thereweredarktunnelsandbumpyridestoscarethechildrenalittlebutnoneoftheterrorsoftherealworld...TheDisneycharactersthateveryoneknewfromthecartoonsandcomicbookswereonhandtoshepherdtheguestsandtodirectthemtotheMickeyMousewatchesandLittleM
4、ermaidrecords.TheAnaheimParkwasaninstantsuccess. Inthe1970s,thetriumphwasrepeatedinFlorida,andin1983,DisneyprovedtheJapanesealsohaveanaffinityforMickeyMousewiththesuccessfulopeningofTokyoDisneyland.HavingwooedtheJapanese,Disneyexecutivesin1986turnedthei
5、rattentiontoFranceand,morespecifically,toParis,theself-proclaimedcapitalofEuropeanhighcultureandstyle."WhydidtheypickFrance?"manyasked.WhenwordfirstgotoutthatDisneywantedtobuildanotherinternationalthemepark,officialsfrommorethan200locationsalloverthewor
6、lddescendedonDisneywithpleasandcashinducementstoworktheDisneymagicintheirhometowns.ButPariswaschosenbecauseofdemographicsandsubsidies.About17millionEuropeanslivelessthanatwo-hourdrivefromParis.Another310millioncanflythereinthesametimeorless.Also,theFren
7、chgovernmentwassoeagertoattractDisneythatitofferedthecompanymorethan$1billioninvariousincentives,allintheexpectationthattheprojectwouldcreate30,000Frenchjobs Fromthebeginning,culturalgaffesbyDisneysetthetonefortheproject.Bylate1986,Disneywasdeepinnegoti
8、ationswiththeFrenchgovernment.TotheexasperationoftheDisneyteam,headedbyJoeShapiro,thetalksweretakingfarlongerthanexpected.Jean-ReneBernard,thechiefFrenchnegotiator,saidhewasastonishedwhenMr.Shapiro,hispatiencedepleted,rantothedoo
