Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Marketing Strategic Change in Expansionof Disneyland: Cases Study of Disneyland's Overseas Expansion in Shanghai
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2010 (engelsk)Independent thesis Advanced level (degree of Master (Two Years)), 20 poäng / 30 hpOppgave
Abstract [en]

Problem: The international theme park industry is growing but is also facing a series of bottleneck problems. Disneyland as one of the most famous theme parks, is trying to expand its kingdom to China. With the success and failure of the three previous oversea Disneyland, marketing strategic changes are becoming crucial and critical in the expansion of theme parks. Recognizing the elements that lead to strategic changes and generate proper strategies are preconditions of any successful expansion of theme parks, especially to Shanghai Disneyland

Purpose: The purpose of this thesis is to identify the main factors affecting Shanghai Disneyland’s marketing strategic changes. Through the empirical study, we are going to describe the strategic changes made in all oversea Disneyland and try to identify “the main drivers and motivations of strategic change for the future Shanghai Disneyland”.

Method: In this thesis we have adopted the case study approach. Disneyland is one of the most famous theme parks over the world. The data was collected with the help of open ended interviews from high-level managers to ordinary employees in different Disneyland.

Results: Disneyland is a successful example in its efforts to expand overseas. However, Paris Disneyland and Hong Kong Disneyland are not as profitable as expected. In the year 2012, Shanghai Disneyland is going to open. Based on the analysis of strategic changes Disney made in Tokyo, Paris, Hong Kong and Shanghai, authors will get the main drivers and motivations for these strategic changes.

sted, utgiver, år, opplag, sider
2010. , s. 76
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-13762OAI: oai:DiVA.org:hj-13762DiVA, id: diva2:369516
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2010-11-11 Laget: 2010-11-10 Sist oppdatert: 2010-11-11bibliografisk kontrollert

Open Access i DiVA

fulltekst(1173 kB)62592 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1173 kBChecksum SHA-512
fe2cf06cb6d6d171370507ef45f49b31c114b9b95c4ef7e7bb2d6d2bfa96724996c2c6899367bc0d458e66a0f244be419caec22658d05e5e00a00e094df7df46
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 64909 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 10063 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf