论上海迪士尼乐园的营销战略选择

摘要

上海迪士尼乐园的落户自开始到现在都是媒体议论的热点，从最初的土地征用到相关合作企业的股价飞涨，有关迪士尼乐园的争论褒贬不一。乐园应该采用何种营销战略实现收益最大化，又能否给上海带来预计中的收益？迪士尼的营销策略和运作方式将起到极大影响。本文分析对比了美国本土迪斯尼乐园、巴黎迪士尼乐园、日本迪士尼乐园，以及香港迪士尼乐园的营销战略，认为上海迪士尼乐园应采取“理念全球化，管理本土化”的营销战略，并提出了上海迪士尼在营销中可能需要注意的地方。

关键词：迪士尼乐园 主题公园 营销战略

 
Marketing Strategy Analysis of Disneyland Shanghai

 
ABSTRACT

Disneyland Shanghai is in the center of all media from the very beginning of settlement till now, and there are opposite views about it. What kind of marketing strategy should Shanghai Theme Park adopted, and could the strategy bring the Park as much benefit as anticipated? In this article, we analyze the marketing schemes and the operation patterns of American domestic Disneyland, Disneyland Paris, Tokyo Disneyland, and Disneyland Hong Kong. “Globalized concept, localized management” would be the best way for Disneyland Shanghai to promote Disney spirit and the theme park itself. At last, we mention some fields that Disneyland Shanghai may need to pay more attention during marketing due to former failures.

Key words: Disneyland; Theme park; Marketing strategy
 

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