Marketing Strategy of Hong Kong Disneyland
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- Category: English: Creative Writing
- Date Submitted: 01/10/2015 10:59 PM
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Marketing Strategy of Hong Kong DisneyLand
1
Table of Contents
1. Introduction………………………………………………………………………3 1.1 Background…………………………………………………………………...3 1.2 Theme park industry in China……………………………………………….4 2. Issues and solutions………………………………………………………………..5 2.1 Competition…………………………………………………………………....5 2.2 Experience satisfaction…………………………………………………………6 2.3 Profitability ……………………………………………………………………………7 3. 4. 5. Interview……………………………………………………………………………8 Conclusion………………………………………………………………………….8 Executive summary………………………………………………………………...9 Appendix Bibliography
1. Introduction
2
1.1 Background
Walt Disneyland is the first theme park, was built in the year 1955 in Los Angeles, USA. The fantastic park of cartoons attracted millions of visitors since the open day. As for the Disneyland’s great success, theme parks were like mushrooms after the rain. In recent years, the theme park industry had undergone remarkable expansion worldwide. Theme park presented a radical refinement and departure from the traditions of chinese amusement park. According to Tourism Research and Marketing, historically, marking a precise definition of the concept of theme park has been avoided due to the existence of multiple similar formats that hinder such a task1. By now, many definitions that have been made are incomplete or inaccurate. In our thesis, we will try to form a comparatively objective overview of modern theme park through specific cases study. Talking about theme parks in China, Hong Kong Disneyland is the key role taking part in the gold rush in Chinese theme park entertainment. Except Hong Kong Disneyland, the sixth Disneyland was under the construction in Shanghai in the year 2012. Shanghai, as we known, is fast developing nowadays. It has become one of the popular international cities. This city presented the economics liftoff of China. As people’s living standard rises, Chinese people asked for high-quality entertaining activities. For Disneyland, it is a good chance to...
1
Table of Contents
1. Introduction………………………………………………………………………3 1.1 Background…………………………………………………………………...3 1.2 Theme park industry in China……………………………………………….4 2. Issues and solutions………………………………………………………………..5 2.1 Competition…………………………………………………………………....5 2.2 Experience satisfaction…………………………………………………………6 2.3 Profitability ……………………………………………………………………………7 3. 4. 5. Interview……………………………………………………………………………8 Conclusion………………………………………………………………………….8 Executive summary………………………………………………………………...9 Appendix Bibliography
1. Introduction
2
1.1 Background
Walt Disneyland is the first theme park, was built in the year 1955 in Los Angeles, USA. The fantastic park of cartoons attracted millions of visitors since the open day. As for the Disneyland’s great success, theme parks were like mushrooms after the rain. In recent years, the theme park industry had undergone remarkable expansion worldwide. Theme park presented a radical refinement and departure from the traditions of chinese amusement park. According to Tourism Research and Marketing, historically, marking a precise definition of the concept of theme park has been avoided due to the existence of multiple similar formats that hinder such a task1. By now, many definitions that have been made are incomplete or inaccurate. In our thesis, we will try to form a comparatively objective overview of modern theme park through specific cases study. Talking about theme parks in China, Hong Kong Disneyland is the key role taking part in the gold rush in Chinese theme park entertainment. Except Hong Kong Disneyland, the sixth Disneyland was under the construction in Shanghai in the year 2012. Shanghai, as we known, is fast developing nowadays. It has become one of the popular international cities. This city presented the economics liftoff of China. As people’s living standard rises, Chinese people asked for high-quality entertaining activities. For Disneyland, it is a good chance to...