迪士尼公司运营案例分析.docx
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AnalysisDisneyCompany
TheWaltDisneyCompanyisanAmericandiversifiedmassmediacorporationwithtouchingeveryaspectoftheentertainmentindustry,includingpublishing,televisionnetworks,educationalmaterials,cablechannelsandInternetwebsites(Smith,Clark,1999).Anditalsoownsthethemeparksallaroundtheworld.DisneyCompanybecamea“world’sbest-knowncompany”whichwasbasedonalotofcartooncharacters.Todayitisoneofthelargestmediacorporationsintheworld(Siklos,2009).
DevelopmentofDisney
DisneyCompanywasformedon16October1923,byWaltDisneyandhisbrotherRoyDisneyinLosAngeles,whichwasnamedtheWaltDisneyStudio.“Itallstartedwithamouse”(Wasko,p.9,2013).Beforethemouseappearedinthefilm,WaltdidtwocartoonserieswhichwascalledOswaldtheLuckyRabbitandAliceComedies.However,becauseofOswaldgotinvolvedtheproblemofcopyright,Waltneededtosearchforanewcharacter.In1928,theideaofthemousewhichwasnamedMickeycameintohismind(Wasko,2013).AndthenthegreatsuccessofMickeymadethecompanyrapidlygrowingupinHollywood.
DuringtheWorldWar2,DisneyCompanyhasbeentakenoverbyUSArmytroopsalot.However,thissituationdidnotblockthedevelopmentofDisney,atthattime,DonaldDuckasoneofthefamousanimalcharactersappearedinshortfilm.
Afterthewar,thewaythatDisneyCompanydevelopedtheirfilmswerebecomingdiversification.WaltstartedproducingtelevisionprogrammingwithABCandNBC,whichmadetheircharacterstoshowthemselvesontelevision.ThissuccessfulmovementletDisneyCompanygoesfurther—athemepark.ThefirstDisneylandwasopenedon1955(Grover,1997).Duetothesegreatsuccessfulstrategies,DisneyCompanyfinallybecomesamajorindependentfilmcompanyinHollywood(Wasko,2013).
HowdoesTheDisneyCompanygrowup?
TheDisneyCompanyusesdiversificationstrategiestoexpanditsmarket,whichmakethemtoachievemediamonopolyandcreateenormousrevenue.Thosediversificationstrategiescanbeseparatedintotwoaspects,horizontalintegrationandverticalintegration.
1.Horizontalintegration
Since1993,DisneyCompanyneverstoppedtheirfootstepsofacquisitions.DisneyCompanyhasacquiredMiramaxFilms,Pixar,MarvelEntertainmentandLucasfilm.
“Horizontalintegrationenablesacompanytoincreasemarketpowerbycross-promotingorcross-sellingashow”(McChesney,p.22,1999).In1993,DisneyCompanyacquiredMiramaxwhichwasaleaderinindependentfilmdistribution(Wasko,2013).ThismovemadeDisneyCompanyhadmoremarketshareforadultnotonlyinchildrenmarket.Throughaseriesofacquisitions,DisneyCompanyobtainedmoreopportunitiestodistributedifferentkindsoffilms,whichcreatednewcontentstoDisneyCompany.
2.Verticalintegration
In1995,thefirstDisneylandopenedinCalifornia.Andnow,DisneyCompanyalreadyhas7themeparksaroundtheworldwhichbringDisneyCompanyenormousincome.AccordingtotheDisneyannualreportin2014,Disneyparksandresortscontributed$15,099profitsin2014.
In1996,DisneyCompanyofficiallyacquiredABC,withthismerger,“DisneycouldacquiretheentireABCtelevisionnetwork,keyABCaffiliates,ABCradionetworks,publishingenterprises,ESPN,A&EandLifetime”(Smith,Clark,p.171,1999).ThisdecisioncombinedDisneyanimatedfilm,televisionprogramandradioprogrammingtogethereffectively.ItmadeDisneyCompanyoccupiedadominantpositioninthemediaindustry(Wasko,2013).Andin2001,theFoxFamilyWorldwidewassoldtoDisneybyNewsCorp.whichknownasABCFamily(ColumbiaJournalismReview).
3.Diversification
DisneyCompanyaddeddiversificationactivitiestoexpandareasofDisney’soperationsince1984(Wasko,2013).Duetotheacquisition,DisneyCompanyhadopportunitiestotakebenefitsoftechnologiesfromMiramaxFilms,Pixarandotherscompanyhavebeenacquired
AccordingtotheannualreportofDisneyCompanyin2014,“TheWaltDisneyCompany,togetherwithitssubsidiaries,isadiversifiedworldwideentertainmentcompanywithoperationsinfivebusinesssegments:
MediaNetworks,ParksandResorts,StudioEntertainment,ConsumerProductsandInteractive.”AcquisitionsandcooperationhelpDisneytoapproachnewaspect,whichleadDisneytopermeateineveryaspectsoflife.
Howwiderangingareitspresentoperations?
Disney’sindustrydistributesinvariousfields,whichincludemedianetworks,parkandresorts,studioentertainment,consumerproducts,interactive.
Figure1:
fromDisneyannualreport2014
Figure2:
thepercetageofrevenueofDisneyComany,fromDisneyannualreport2014
Accordingtothesetwograph,therevenueofmedianetworkandparksandresortsaremostimportantcontributionsofDisneyCompany,whichoccupymorethanhalfofrevenue,almost74%.Andthiswasduetohig