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.pdfVIP

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 second Disneyland in China since the Hong Kong Disneyland opened in 2005. In this article, I had searched 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 use its own brand to continue to expand to overseas markets, which has to build a Disney theme park in Japan, Paris, Hong Kong. Overseas markets, while Disney has brought a steady stream of economic benefits to the Walt Disney Company is facing a series of questions, one of the most obvious is the overseas markets face the problem of cross-cultural conflict. This article will use 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 overseas Disneyland course of business success and failure cases 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 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