The study of trans-culture management with brand business model: Take the Disney theme park as the example

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Project Title: The study of trans-culture management with brand business model: Take the Disney theme park as the example
Author: Ms. Wang Zizi
Advisor: Assistant Professor Ching-Fang Chi
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017

Citation

Wang, Zizi. (2017). The study of trans-culture management with brand business model: Take the Disney theme park as the example. (Independent study, Master of Business Administration). Bangkok: Siam University.


Abstract

The Walt Disney Company’s brand management had already formed a set integrated and mature system after near hundred-year development. Meanwhile, TWDC to use its own brand effect unceasingly to the overseas market expansion which has to build a Disney theme park in Japan, Tokyo, Paris, Hong Kong, Shanghai successively. There is no denying that the overseas market brings the economic interest continuously to Disney, however, at the same time it also let TWDC face with a series of questions. And the most obvious is the Trans-Culture conflict question which the overseas market faced. Along with Shanghai Disneyland’s beginning, public interest in Shanghai Disneyland has gradually increased. This paper will analyze the whole world state of operation, experience and lesson of Disney to obtain a comprehensive and objective management development strategy of Shanghai Disneyland.

 

Keywords:  Disneyland, Theme Park, Brand Management.


The study of trans-culture management with brand business model: Take the Disney theme park as the example

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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