迪士尼公司的品牌管理研究.pdf

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1、中文摘要中文摘要娱乐传媒业作为近年来新兴的行业有着越来越大的市场需求，然而我国的娱乐传媒业尚处于起步发展阶段，国内尚无比较成熟的娱乐传媒品牌。迪士尼公司作为全世界娱乐传媒行业的龙头老大，其品牌管理历经百年已经形成了完整而成熟的体系，值得我国娱乐传媒企业学习。本文通过探究迪士尼公司的发展历程，分析了迪士尼品牌在创建到维护再到提升这一过程中的管理措施。迪士尼的品牌管理总体上是成功的，但也存在不足之处，本文最末对不足之处提出了改进建议，同时对于我国娱乐传媒业的发展提出了几点启示。最终得出结论：清晰的定位

2、和优秀的企业文化配以不断创新的、高品质的内容，是迪士尼品牌管理成功最关键也是最基本的因素，而这也正是中国娱乐传媒企业可以充分借鉴和学习的地方。关键词：迪士尼；品牌管理；娱乐传媒I黑龙江大学硕（博）士学位论文AbstractEntertainment-mediaindustryisanewandfast-developingindustrywithbroadcustomerbaseandmarketprospects,however,Chineseentertainment-mediaindustr

3、yisfallfurtherbehindcomparedtodevelopedcountries.TheWaltDisneyCompanyisaleadingdiversifiedinternationalentertainment-mediaenterprisewithitsprovenexperienceofbrandmanagementforninedecades,andworthChineseenterpriseslearningfromit.Bytheresearchofthehisto

4、ryofDisneyCompany,thispaperfoundoutthewaythatDisneyCompanybuilditsbrandfromnothingtoeverything.Throughtheprocessofthebrandfoundationtothebrandmaintenancethentothebrandpromotion,thenameWaltDisneyhasbeenpreeminentinthefieldoffamilyentertainment.Fromhumb

5、lebeginningsasacartoonstudiointhe1920stotoday’sglobalcorporation,theWaltDisneyCompanycontinuestoprovidequalityentertainmentforeverymemberoffamily,acrossAmericaandaroundtheworld.ThebrandmanagementofDisneyissuccessfulonthewhole,butstill,therearesomeshor

6、tcomingstodealwith.Thispaperproposestheimprovementaccordingtotheshortcomingsandalsoproposessomesuggestionsforthenativeentertainment-mediaenterprises.Finally,cometotheconclusionthatclearmarketpositioning,goodenterprisecultureandinnovativequalityproduct

7、sisthekeypointtothesuccessofDisneyCompany,andthatisexactlytheexperiencethatnativeentertainment-mediaenterprisesshouldlearnfrom.Keywords：Disney;BrandManagement;EntertainmentandMediaIndustryII目录目录中文摘要.....................................................

8、.......IAbstract...........................................................II绪论................................................................1一、研究背景及意义...........................................1二、国内外文献综述.....................................