迪斯尼乐园的亚洲市场营销战略模式——以香港迪斯尼乐园为例  

On the Marketing Strategy Model of the Disneyland in Asian Market:——A Case of the Disneyland Hong Kong

作　　者：卢翊鸥[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《湖北大学学报（哲学社会科学版）》2007年第3期108-110,共3页Journal of Hubei University(Philosophy and Social Science)

摘　　要：目前迪斯尼公司亚洲市场收益主要来自于日本,而迪斯尼公司希望以更强的势头挺进亚洲市场。迪斯尼乐园在亚洲应该采取何种市场营销战略模式才能获取最大利益,以香港迪斯尼乐园为例,即引进全球本土化的整合营销理念,在若干战略性元素上寻求全球化的统一,并辅之以本土化的战术决策来适应当地的具体情况。Most of Disney Cor. earnings in Asia market comes from Japan at present.And Disney Cor. hopes to march strongly into Asia market. What kind of marketing strategy model should be adopted to make profit. The thesis studies the issue and puts forward some views from the point of HongKong Disneyland.The thesis draws into the conception of integrate marketing-glo- calization.I.E.Disney Cor. should seek for the global unification from some strategies and accompany some localization tactics to apply to the local specific situation.

关 键 词：香港迪斯尼 营销战略模式 全球本土化 

分 类 号：F740.2[经济管理—国际贸易]