资源描述：
《迪士尼公司运营案例分析》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、AnalysisDisneyCompanyTheWaltDisneyCompanyisanAmericandiversifiedmassmediacorporationwithtouchingeveryaspectoftheentertainmentindustry,includingpublishing,televisionnetworks,educationalmaterials,cablechannelsandInternetwebsites(Smith,Clark,1999).Anditalsoownsthethemeparksallaroundtheworld.DisneyCo
2、mpanybecamea“world’sbest-knowncompany”whichwasbasedonalotofcartooncharacters.Todayitisoneofthelargestmediacorporationsintheworld(Siklos,2009).DevelopmentofDisneyDisneyCompanywasformedon16October1923,byWaltDisneyandhisbrotherRoyDisneyinLosAngeles,whichwasnamedtheWaltDisneyStudio.“Itallstartedwitha
3、mouse”(Wasko,p.9,2013).Beforethemouseappearedinthefilm,WaltdidtwocartoonserieswhichwascalledOswaldtheLuckyRabbitandAliceComedies.However,becauseofOswaldgotinvolvedtheproblemofcopyright,Waltneededtosearchforanewcharacter.In1928,theideaofthemousewhichwasnamedMickeycameintohismind(Wasko,2013).Andthe
4、nthegreatsuccessofMickeymadethecompanyrapidlygrowingupinHollywood.DuringtheWorldWar2,DisneyCompanyhasbeentakenoverbyUSArmytroopsalot.However,thissituationdidnotblockthedevelopmentofDisney,atthattime,DonaldDuckasoneofthefamousanimalcharactersappearedinshortfilm.Afterthewar,thewaythatDisneyCompanyd
5、evelopedtheirfilmswerebecomingdiversification.WaltstartedproducingtelevisionprogrammingwithABCandNBC,whichmadetheircharacterstoshowthemselvesontelevision.ThissuccessfulmovementletDisneyCompanygoesfurther—athemepark.ThefirstDisneylandwasopenedon1955(Grover,1997).Duetothesegreatsuccessfulstrategies
6、,12DisneyCompanyfinallybecomesamajorindependentfilmcompanyinHollywood(Wasko,2013).HowdoesTheDisneyCompanygrowup?TheDisneyCompanyusesdiversificationstrategiestoexpanditsmarket,whichmakethemtoachievemediamonopolyandcreateenormousrevenue.Thosediversificationstrategiescanbeseparatedintotwoaspects,hor
7、izontalintegrationandverticalintegration.1.HorizontalintegrationSince1993,DisneyCompanyneverstoppedtheirfootstepsofacquisitions.DisneyCompanyhasacquiredMiramaxFilms,Pixar,MarvelEntertainmentandLucasfilm.“Horizontalinte
