Start Date
15-12-2015 11:00 AM
Description
Abstract:
Since 2005, Disney has tried to establish brand loyalty, or choosing to buy goods or services from one particular brand over competing brands, in mainland Chinese consumers through its Hong Kong Disneyland. Studies have shown that Disney has failed in achieving this goal, as park guests tend to not make repeat visits to the park and do not show any affinity to Disney's characters and stories. Disney is going to retry achieving this goal through Shanghai Disney Resort, which is a theme park that will open in 2016. Facing the failures to achieve its goal through Hong Kong Disneyland, as well as the challenges of appealing to unique Chinese cultural preferences and working with a restrictive government system, will Disney be able to ultimately establish brand loyalty in mainland Chinese consumers through its new theme park? After making observations at the park to see if the "Disney brand" is truly present, as well as conducting interviews with park guests; "cast members," or employees of the park; and "Imagineers," or the designers of the park's attractions, a case study that assesses Disney's ability to achieve its goal will be produced.
Disney Takes On Mainland China
Abstract:
Since 2005, Disney has tried to establish brand loyalty, or choosing to buy goods or services from one particular brand over competing brands, in mainland Chinese consumers through its Hong Kong Disneyland. Studies have shown that Disney has failed in achieving this goal, as park guests tend to not make repeat visits to the park and do not show any affinity to Disney's characters and stories. Disney is going to retry achieving this goal through Shanghai Disney Resort, which is a theme park that will open in 2016. Facing the failures to achieve its goal through Hong Kong Disneyland, as well as the challenges of appealing to unique Chinese cultural preferences and working with a restrictive government system, will Disney be able to ultimately establish brand loyalty in mainland Chinese consumers through its new theme park? After making observations at the park to see if the "Disney brand" is truly present, as well as conducting interviews with park guests; "cast members," or employees of the park; and "Imagineers," or the designers of the park's attractions, a case study that assesses Disney's ability to achieve its goal will be produced.
