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1、CaseStudy ---WaltDisneyBY:程方WaltDisneyTheWaltDisneyCompanyisoneofthelargestmediaandentertainmentcorporationsintheworld.FoundedonOctober16,1923,bybrothersWaltandRoyDisneyasananimationstudio.IthasbecomeoneofthebiggestHollywoodstudios,andownerandlicensoro
2、feleventhemeparksandseveraltelevisionnetworks,includingABCandESPN.Disney'scorporateheadquartersandprimaryproductionfacilitiesarelocatedatTheWaltDisneyStudiosinBurbank,California.ThecompanyisacomponentoftheDowJonesIndustrialAverage.MarketingStrategiesIn
3、theearlystage,JVwasappliedtoexpandchinamainlandmarket，asfollowing：SigningcontractwithTVchannelstogivepermissiontobroadcasttheiranimationpictures,thusmakingthetypicalcharactersinfluentialamongChinesepeople.Lookingforlicensors,authorizedthemtousethecompa
4、ny’sbrandandanimatedfigurestoproducederivatives.Forexample:Aigo’sMP3player.NowcombinedJVwithFDI,toenlargemarketshare.Examples:BuildingDisneylandinHongKongandShanghaithroughFDI.Takinglocalcultureintoconsiderationwhenarrangingthepark’sstructure.Eg:Stuffi
5、nHongKong’sDisneylandcanspeakthreekindsoflanguagesordialects:Chinese,EnglishandCantonese.ItisthefirstDisneylandthathasChineserestaurants.Assimilatinglocalcultureandadaptingintoitsproductivematerials,whichresultsinaintensificationofthelocalpeople’ssense
6、ofcloseness.Eg:Thecartoonmovie《Mulan》wasbasedonaChinesefolkstory.Cooperatingwithlocalcinemasandputtingitslatestfilmonscreenintime.AdvantagesTheFDImethodhelpsremaintheintrinsicfeaturesoratmosphere,andmaintainthestandardizationofthepark’sholisticlayoutwo
7、rld-widely,whichattractslotsofvisitors.Also,FDIiscapableofpreservingtheuniquenessofthecompany’slabelandimage.ExperientialMarketing.TheDisneylanditselfisawayofExperientialMarketing.Thecompany’sbrandideaandgoodimpressionhasbeenwidelydisseminatedduringthe
8、experienceprocess.AdvantagesMeanwhileJVisgoodforpromotingthecompany’spopularityandreducingtheoperatingrisksespeciallyinastrangemarket.JVhasadvantagesoverbrandpublicizing,tointegrateallthemedia:internet,TV,newspaper,magazinesandsoon.Onli
