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Disney,

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箫扬 于

on 3 January 2014

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Transcript of Disney,

Disney,
Japan Disneyland got huge success. Disney plan ambitiously. Then what happened for EuroDisney and Hong Kong Disney?
What factors contributed to EuroDisney's poor performance during its first year of operation? What factors contributedto Hong Kong Disney's poor performance during its first year?

The different cultures lead the poor performance of the EuroDisney.
Question. 1

EuroDisney
The hotel rooms are so expensive.
The Franch care the pollution.
French has its own cartoon characters.
French like glitz and size rather than rides and attractions.
In 1992, the Olympics in Barcelona attracted lots tourists.
Disney bans alcohol, but the Franch love wine.
The Franch treat their pets as their family, so they want to take their pets for vacation.
Using the ethnocentrism to treat the Franch, like the breakfast.
The time for holidays.
Hong Kong Disney
The Disneyland is not big enough.
The park is almost the same with other Chinese parks.
The rides are not enough.
Chinese doesn't have a good backgroud of Disney. There are lots unfamiliar characters for Chinese.
The advertisement is not really fit for Chinese.
Culture for treat condition.
Local culture for treat catoon.
Price of service.
Background of Disney.
How big the land is.
Local culture for treat playing and watching.
How long do the customers spend in Disney.
Current events.
The traveling members.
Question. 9
What role does ethnocentrism play in the story of EuroDisney's Launch?
What role does ethnocentrism play in the story of EuroDisney's Launch?
Was bad but improving
huge success in Japan
Japan is a specific country, they love American culture

How do you assess the cross-cultural marketing skills of Disney?
Some point Disney should noticed
French are pride on their culture, and contradict American culture
French love freedom
Chineses people like big thing, even for a park
French and Chinese are not familiar with Disney cartoon image
Need some indigenous cartoon image
How do you assess the cross-cultural marketing skills of Disney?
Disneyland, Dream or nightmare?
Played both negative and positive role
Some rules hurt French's feeling and reduced the number of vistors
Limit employees clothing
Ban alcohol in the park
French 's own cartoon image
The icon of American imperialism
prove management's manager model
special kennel
employees have a more free dress code
Six new attractions
prove management's manager model
special kennel
employees have a more free dress code
Six new attractions
Question. 2
Red colors for the factors which can foreseeable and controllable.
Disneyland, Dream or nightmare?
----Will and White
Full transcript