디즈니랜드 파리 관광마케팅 측면 분석보고서
3초컷
- 최초 등록일
- 2020.02.06
- 최종 저작일
- 2019.10
- 12페이지/
MS 워드 - 가격 1,500원
다운로드
장바구니
소개글
디즈니랜드 파리에 대한 간략한 소개와 메크로 마이크로 환경, SWOT분석, STP분석, 마케팅믹스 등의 내용이 포함되어 있는 워드 보고서목차
1. Description of the company: history, mission statement, vision, goals, objectives etc.2. Macro and Micro Environment analysis
3. SWOT analysis
4. STP (Segmentation, Targeting, and Positioning) analysis
5. Marketing Mix (7P’s)
6. Evaluation of marketing strategy
본문내용
Ⅵ. Evaluation of marketing strategyStudying the marketing strategies of Disneyland Paris helped us to realize how important marketing strategies are due to cultural differences. Disneyland Paris should have implemented marketing strategies familiar to European culture. Of course, the causes of failure include not only a lack of understanding cultural differences but also an economic recession. When the park was first opened, it was such a financial debacle that it has become the typical case study on how not to open a theme park. The mistake that Disney made was to use its traditional method to force-feed its US products to local cultures. It is that even a giant like Disney has to show adaptation to local preferences in order to generate maximal profits and remain competitive.
Changing name and glocalization marketing strategies are based on competitive forces view, because all of these strategies are changed to meet the demand of market. Now, the word “Paris” is an integral part of the identity and culture of Disneyland Paris.
참고 자료
https://en.wikipedia.org/wiki/Disneylandhttps://www.thewaltdisneycompany.com/about
http://www.okja.org/europe_world/52676
https://www.cnbc.com/2018/02/27/walt-disney-to-invest-2-billion-euros-in-disneyland-paris.html
http://www.traveltimes.co.kr/news/articleView.html?idxno=107307
https://en.wikipedia.org/wiki/List_of_incidents_at_Disneyland_Paris
https://www.nytimes.com/1993/06/12/business/euro-disney-adding-alcohol.html
https://debtandshadow.tistory.com/102
https://www.mbaskool.com/marketing-mix/services/17807-disneyland.html
Marketing Strategic Change in Expansion of Disneyland Report
[Li Zhu & Dan Xu Jönköping University August 2010]
https://pdfs.semanticscholar.org/9f4a/5b773dffa27a75e644ec26655fa045a5d4da.pdf
https://www.magicalpride.com
https://gcn.ie/disneyland-paris-magical-pride
http://disneylandparis-news.com/en/
https://www.dailymail.co.uk/news/article-2480448/Boy-5-fighting-life-accident-ride-Disneyland-Paris.html
https://www.parcasterix.fr
Research on marketing strategy: case study of Disneyland
[Jia Yao, Nanjing University Of Science &Technology, 2017]
https://www.disneylandparis.com/en-gb
