迪斯尼成功的案例分析.ppt

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1、\\\\companyandmarketingstrategy:partneringtobuildcustomerrelationshipsvideoIntroductionWhatisstrategicplanning?ThefourstepsofstrategicplanningHowtoorganizethebusiness公司简介华特迪士尼公司（英语：TheWaltDisneyCompany，NYSE：DIS），简称迪士尼（Disney），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·迪士尼创立华特迪士尼公司旗下的电影发行品牌有：华特迪士尼影片（WaltDis

2、neyPictures）、试金石影片（TouchstonePictures），好莱坞影片（HollywoodPictures）、米拉麦克斯影片（MiramaxFilms）、皮克斯动画工作室（PixarAnimationStudios）和次元影业（DimensionFilms，1991年－2005年）。华特迪士尼公司拥有迪士尼乐园度假区、华特迪士尼世界，授权经营巴黎迪士尼度假区、东京迪士尼度假区和香港迪士尼乐园度假区。Whatisstrategicplanning?Strategicplanningisthemanagerialdecisionprocessthatmatchestheorgan

3、ization’sresourcesandcapabilitiestoitschangingmarketopportunitiesforlong-termgrowthandsurvival.ThestrategicplanningoftheWaltDisneycompanyTheWaltDisneycompany,withitsthemeparksandfamilyfilms,thecompanyhaswovenitsspecial“Disneymagic”tocreateandfulfillfantasiesforpeoplearoundtheworld.Thefourstepsofstra

4、tegicplanning1.definingthefirm’spurpose2.definingwhatithopestoachieve3.determininghowthebusinesswillbeorganized4.determiningcoordinatingfunctionalstrategicThemissionoftheDisneycompanyTo“makepeoplehappy”andto“makeadreamcometrue”.ThepurposeoftheDisneycompanySuchdiversificationisessentialforprofitablel

5、ong-termgrowthHowtoorganizethebusinessAnalyzesthecurrentorganizationalstructureandevaluatesstrategiesandopportunitiesforgrowththatareconsistentwithitsmissionandobjectives.themarketingmixofDisney1.productdevelopmentDisneyhasbroughtpuremagictothetheaters,livingrooms,andheartsandmindsofaudiencesaroundt

6、heworld.Andfourmajorthemeparks.themarketingmixofDisney2.Diversification(1)transformingitselfintoa＄27billioninternationalmediaandentertainmentcolossus.(2)lookaheadanddeveloplong-termstrategiestomeetthechangingconditionsintheirindustriesandensurelong-termsurvivalthemarketingmixofDisney3.ProductDisneyg

7、oestoextremestofulfillguests’expectationsanddream.Designingcustomer–drivenmarketingstrategiesthemarketingmixofDisney4.PromotiontheparkssparkingcleanlinessandthefriendlinessofDisneyworldemployees.3-day