品牌经营模式下的跨文化管理研究—以迪士尼主题公园为例

2024年3月17日发(作者：个人防火墙)

Abstract

Recently, Disney theme park will build up in Shanghai and it is the very hot topic in China,

it is the sixth of Disneyland in the world. And it also is the cond Disneyland in China

since the Hong Kong Disneyland opened in 2005. In this article, I had arched a large

number of literature information collections and collation of brand marketing for Disney

theme parks around the world and to integrate analysis.

The Walt Disney Company to u its own brand to continue to expand to overas markets,

which has to build a Disney theme park in Japan, Paris, Hong Kong. Overas markets,

while Disney has brought a steady stream of economic benefits to the Walt Disney

Company is facing a ries of questions, one of the most obvious is the overas markets

face the problem of cross-cultural conflict.

This article will u a lot of space analysis to study the status of the five Disneyland Walt

Disney Company in the management analysis, especially cross-cultural issues experienced

by overas Disneyland cour of business success and failure cas experiences and

lessons learned. Summarized some impact on the upcoming construction of Shanghai

Disneyland is worth learning and cultural factors to the implementation of programs to

analyze the cultural challenges and opportunities faced by the Shanghai Disneyland.

Keyword Disneyland, Theme Park, Cross-culture Management, Brand Management

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目 录

第一章 绪论..........................................................................................................................1

1.1研究背景..........................................................................................................................1

1.2研究的目的......................................................................................................................1

1.3主要内容和结构..............................................................................................................2

1.4研究方法..........................................................................................................................2

第二章 理论概述..................................................................................................................4

2.1跨文化管理基础理论......................................................................................................4

2.1.1基本理论...................................................................................................................4

2.1.2跨文化管理范式.......................................................................................................5

2.2 品牌管理基础理论.........................................................................................................9

2.2.1国外学者对品牌管理模式的研究...........................................................................9

2.2.2 国内学者对品牌管理模式的研究..........................................................................9

2.3 主题公园基础理论.......................................................................................................10

2.3.1主题公园的内涵.....................................................................................................10

2.3.2主题公园的营销模式.............................................................................................11

2.4文献综述........................................................................................................................12

第三章 迪士尼乐园全球经营现状....................................................................................14

3.1迪士尼公司简介............................................................................................................14

3.1.1迪士尼简介.............................................................................................................14

3.1.2迪士尼历史文化背景.............................................................................................14

3.2美国迪士尼：表现美国文化的乐园建成....................................................................15

3.2.1 美国洛杉矶诞生首个迪士尼................................................................................15

3.2.2美国文化的成功表现.............................................................................................16

3.2.3 奥兰多迪士尼：最大的梦幻迪士尼世界............................................................16

3.3东京迪士尼：首个海外迪士尼乐园............................................................................17

3.4巴黎迪士尼：遭遇滑铁卢的迪士尼乐园....................................................................18

3.5香港迪士尼：中国首个迪士尼乐园............................................................................19

第四章 分析框架与实证研究............................................................................................21

4.1 分析框架.......................................................................................................................21