永远的凯旋王国---迪斯尼之营销革命

迪斯尼乐园在全球主题公园中独占鳌头，必有其成功之道。它以品牌产品战略的方式打入中国市场，在不断创新中谋求品牌延伸。此论文以迪斯尼的营销革命为主线，探索其成功的要诀。为了使主题更加的清晰、明确，该论文介绍了迪斯尼公司的背景及其发展史，解析了迪斯尼的营销战略，并最终得出结论。

关键词: 迪斯尼乐园；营销战略；团队合作；技术更新；情感投资
Abstract

Disneyland became the largest theme park in the world, so it certainly has its secret recipe for success. It broke into the Chinese market by the means of brand product strategy, and did some continuous innovation for brand extension. Therefore, taking the marketing revolution of Disney as the main line, this paper is going to explore its success. To highlight the theme, the thesis firstly introduces Disneyland’s background and history, then analyzes its marketing strategies, and finally draws the conclusion. 

Key words: Disneyland; marketing strategy; team work; technology updating; emotional investment

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