华特迪士尼公司在中国市场的营销战略

迪士尼，凭借出色的动画电影的核心业务，打造成了一个世界闻名的家庭娱乐帝国。全球化的今天，不仅需要借势把公司推向世界市场，还要在国家地区差异中谨慎探索符合自身的商业发展模式。近年来，华特迪士尼正在不断拓展海外的市场，尤其是当今在中国的市场，视其为最重要的一个海外市场。差异与发展能带来机遇，也同时伴随着不可预知的风险，本土化的融入，对市场的影响和判断，借助政府力量营销，以及自身商业模式的探讨和结合实际的改变，是迪士尼在中国市场稳步发展需要加强重视的各个环节。如何用中国的方式来讲述迪士尼的文化，引导和升级中国文化产业的消费，这正是迪士尼目前在中国的发展的重要考虑。

关键词：迪士尼；中国市场；品牌营销

Abstract
Disney, with its fantastic core business of Animation films, The Disney has become a world famous entertainment giant. China, one of the biggest markets in world-wide, has taken the spotlight in the world stage which is being treated as the most crucial part of developing market in recent years. Even though Disney have fruitful experiences in oversea market such as Tokyo, Paris and Hong Kong, comparing to China, there are pretty much of discrepancies among these cities as its quite different culture, market regulation, national condition and public need in current. As a typical American multinational enterprise, it is not easy to immerse into another economic and cultural giant like China. As a result, Disney needs to make an appropriate strategy deployment to engage with China market. So How to tell the stories and present Disney value in a Chinese way is also principal plan for Disney in China mainland market.

Key Words: Disney; China market; Brand marketing

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