迪士尼的文化销售研究+文献综述
The “culture marketing” of Disney
Abstract: Compared to more mature cultural industries in the United States, the cultural industry of China has only just started, which is facing too many challenges and opportunities. As an extremely important aspect of the cultural industries, cultural brand reflect the level of a national cultural industry from one side. As one of the most successful cultural brand by the far, Disney has attracted the attention of so many people. In its nearly 90 years of development and transform, the brand of Disney is always a synonymous with trust, respect, optimism and quality in the global generations of people’s mind. The deep cultural of the brand support the operation and development of the entire enterprise and the entire animation industry. Disney has created a unique cultural brand development model and business strategy. Using “culture marketing” as it’s theme and combine culture with commercial, which produced huge economic effect and provided consumers with sufficient spirit meet. What they have done made them became the leader in the culture brand. The successful of their enduring and timeless experience deserve our in-depth study. There is no doubt has the important theoretical and practical significance to promote the rapid development of China’s culture brand.
KeyWords: Disney; culture; marketing; brand
目录
导论 1
一、迪士尼的品牌之路 1
（一） 动画电影 1
（二） 主题乐园 3
1、 洛杉矶迪士尼乐园 3
2、 奥兰多迪士尼乐园 4
3、 东京迪士尼乐园 4
（三） 媒体网络 4
（四） 衍生产品 5
二、 迪士尼的经营之道 5
（一）文化与创新的共生模式 6
（二）体验式营销与人文素养的培养 6
（三）文化本土化策略 7
（四）“轮次收入”模式 8
三、 迪士尼对国内文化产业发展的启示 9
（一）《喜羊羊与灰太狼》和迪士尼的比较 9
1、 《喜羊羊与灰太狼》的成功及缘由 9
2、 《喜羊羊与灰太狼》与迪士尼的差距 10
（二） 迪士尼的几点启示 10
结语 12
致 谢 13
参考文献 14
导 论
在2012年《商业周刊》的世界100强品牌（按照品牌价值）排名中，美国的迪士尼位居第吹冰 。显然，作为迄今为止富有如此高商业价值的文化品牌之一，迪士尼无疑是让无数人所瞩目的。在其近90年的发展与变革中，迪士尼品牌在全球几代人的心目中始终是信赖、尊重、乐观和品质的代名词，这个品牌背后蕴藏着的深厚文化内涵支撑着整个企业乃至整个动画产业界的运作和发展。