It promotes its brand in its every animated film released, every derivative sold, every new playing channel and sales channel as well as every tourist entering into Disneyland. By virtue of these brand promotions, Disney can increase brand loyalty without any cost while gaining more profits. Disney Group’s value chain mainly consists of four parts: film and television, media network, Disneyland and derivatives. Disney mainly relies on derivatives and Disneyland which account for over 80% in Disney’s business. When Disney releases a well-made animated film, it will publicize it vigorously to seek box office revenue. It gains the first round of income by issuing copies and videotapes. Then it will develop subsequent products. Disneyland comes first. When it releases an animated film, a new character will appear in Disneyland, so that tourists can visit it happily amid the atmosphere jointly created by film and Disneyland. Disney will gain the second round of income in this way. The next is brand products. Disney opens numerous Disney stores in the US and other countries in the world. It will gain the third round of income by selling brand products. This is not enough. Disney also keeps on acquiring TV channels. It has cartoon film channel, home entertainment channel and news channel by far. As for Disney’s brand operation, first of all, brand operation refers to the condition that an enterprise makes use of brand marketing and brand promotion according to market demand and business philosophy in order to maximize its profits. Disneyland has gained considerable profits by implementing brand operating strategy. Firstly, through brand operation, Disney wins worldwide loyal customers, and forms differentiated competitive advantages. The brand of Disneyland means joy and happiness to people. It has built a sound image for enterprise and product, enhanced consumers’ cognition to Disneyland, and won good reputation
It promotes its brand in its every animated film released, every derivative sold, every new playing channel and sales channel as well as every tourist entering into Disneyland. By virtue of these brand promotions, Disney can increase brand loyalty without any cost while gaining more profits. Disney Group’s value chain mainly consists of four parts: film and television, media network, Disneyland and derivatives. Disney mainly relies on derivatives and Disneyland which account for over 80% in Disney’s business. When Disney releases a well-made animated film, it will publicize it vigorously to seek box office revenue. It gains the first round of income by issuing copies and videotapes. Then it will develop subsequent products. Disneyland comes first. When it releases an animated film, a new character will appear in Disneyland, so that tourists can visit it happily amid the atmosphere jointly created by film and Disneyland. Disney will gain the second round of income in this way. The next is brand products. Disney opens numerous Disney stores in the US and other countries in the world. It will gain the third round of income by selling brand products. This is not enough. Disney also keeps on acquiring TV channels. It has cartoon film channel, home entertainment channel and news channel by far. As for Disney’s brand operation, first of all, brand operation refers to the condition that an enterprise makes use of brand marketing and brand promotion according to market demand and business philosophy in order to maximize its profits. Disneyland has gained considerable profits by implementing brand operating strategy. Firstly, through brand operation, Disney wins worldwide loyal customers, and forms differentiated competitive advantages. The brand of Disneyland means joy and happiness to people. It has built a sound image for enterprise and product, enhanced consumers’ cognition to Disneyland, and won good reputation