品牌經營模式下的跨文化管理研究—以迪士尼主題公園為例

2024年3月17日發(作者：個人防火墻)

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

ii

目 錄

第一章 緒論..........................................................................................................................1

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

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

1.3主要內容和結構..............................................................................................................2

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

第二章 理論概述..................................................................................................................4

2.1跨文化管理基礎理論......................................................................................................4

2.1.1基本理論...................................................................................................................4

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

2.2 品牌管理基礎理論.........................................................................................................9

2.2.1國外學者對品牌管理模式的研究...........................................................................9

2.2.2 國內學者對品牌管理模式的研究..........................................................................9

2.3 主題公園基礎理論.......................................................................................................10

2.3.1主題公園的內涵.....................................................................................................10

2.3.2主題公園的營銷模式.............................................................................................11

2.4文獻綜述........................................................................................................................12

第三章 迪士尼樂園全球經營現狀....................................................................................14

3.1迪士尼公司簡介............................................................................................................14

3.1.1迪士尼簡介.............................................................................................................14

3.1.2迪士尼歷史文化背景.............................................................................................14

3.2美國迪士尼：表現美國文化的樂園建成....................................................................15

3.2.1 美國洛杉磯誕生首個迪士尼................................................................................15

3.2.2美國文化的成功表現.............................................................................................16

3.2.3 奧蘭多迪士尼：最大的夢幻迪士尼世界............................................................16

3.3東京迪士尼：首個海外迪士尼樂園............................................................................17

3.4巴黎迪士尼：遭遇滑鐵盧的迪士尼樂園....................................................................18

3.5香港迪士尼：中國首個迪士尼樂園............................................................................19

第四章 分析框架與實證研究............................................................................................21

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